Aligning brand strategy to advance business goals

Branding smart to capture opportunities in AI

Born in 2008, Motherapp began as a pioneering mobile app developer. The visionary company produced a range of popular apps and quickly earned respect for their ability to create success for their team, partners and clients.

After 10 years the leadership team felt their name might be pigeonholing them as “just an app developer” and limiting future opportunities. It also sought a comprehensive review of its corporate identity and communications strategy. 

The objective of the project was to correctly position Motherapp as the leader in smart digital applications in key sectors.

motherapp-rebrand-branding

Value created

Leadership asserted – After exploring and testing a number of strategic directions, the team realised Motherapp’s core strength is the care they take to ensure success. This is crucial in view of the high failure rate of digital projects.

Misperceptions corrected – The process clarified Motherapp’s role and built a communications platform to position them as a digital business consultant instead of an app studio.

Clarity of purpose – Motherapp is a company founded on ideals and vision. These are clearly articulated to better attract and engage with the right kind of client, partner and potential recruit.

Greater credibility – Motherapp is now positioned to develop new opportunities in artificial intelligence, IoT and data analytics. Their obvious ability and caring approach raise their appeal in a sector serving people who are often understandably nervous about investing in technology.


Motherapp’s new logo and positioning phrase instantly convey a sense of premium quality. The company’s function, purpose and promise are easily understood
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