I just read a short but great article on mobile app branding and the approach you need to consider before going to market. The 12 lessons mentioned in the article:

1. Apps must be real-time
2. Make it easy for consumers to pay
3. Integrate feedback quickly
4. ‘This is not the wired web’
5. People will pay for value…
6. …But free works to drives sales for your endemic product
7. Apps need to be part of an integrated message
8. Utility, frequency and viral distinguish long-term success 
9. People find apps through other people
10. Use existing assets to market your app
11. App marketing needs to be targeted
12. Don’t discount the iPod Touch

For details, case study examples and to read the whole article head over to Advertising Age.