I recently spoke with a company interested in creating an app. The company is a leader in their field with multi-million dollars in revenue every year. Going into the meeting I had high expectations. However, during the meeting I discovered that their idea for an app, was to take their print catalog and make it an app. Customers would not be able to order from the app, or request more information, or really take any next step except pick up the phone and call the company. Needless to say I was more than a little disappointed.

My response to the company was a polite challenge—think differently about apps. Sure making the catalog app might mean that they can say their company has an app and they can pat themselves on the back during board meetings, but ultimately the proposed app really has little to no value for customers and would be a waste of the company’s resources. I’m not sure they were ready to hear my advice because I have not heard back from them. I tell this story not to try and embarrass anyone, but to point out a common mistake companies have in their thinking about apps.

At the most basic level a good app does one of two things—it solves a problem or simplifies a task. I use the Google Maps app because it solves my problem of getting driving directions, which by the way I’m kind of terrible with directions. I think it has to do with growing up in the country and now living in the city, but Google totally solves that problem for me and I love them for it. With their app, all i need to know is the name or address of my destination and the app gives me the quickest route. I don’t even have to know where I am, the GPS quickly pinpoints my location and I’m off. I have an affinity with the Google brand because they have solved my problem with directions.

Simplifying a task also makes a good app. Mint is a fantastic example of simplifying the task of money management. The Mint app helps me to keep tabs on my money by allowing me to easily setup a budget and see my bank and credit card balances. It also sends me reminders of upcoming bills and warns me if I’m going over my budget. If that wasn’t enough value, it even makes recommendations that could save me money. The Mint app on my iPhone great simplifies the task of managing my money—no longer do I need stop by the bank, or have a program on my computer or let alone a computer. The apps Google and Mint give a way for free do more for building their brands than millions of dollars in advertising could ever do.

So could your company benefit from an app? Yes, I bet your company has experience and insights that could really help people, but stay away from the herd mentality of wanting an app because they are the hot new thing. Do some research and see what apps are already out there in your field of expertise. Brainstorm to identify problems and cumbersome task your company solves or that your company experiences. If you put out an app that helps your company, I’m sure it will be of value to others. Finally, stay away from the “Look how great we are” type of app. The world does not need more valueless apps clogging up the app stores. Don’t tell us how great you are, show us by giving us something of value that makes our lives better. We will love you for it and we will grow a stronger bond with your brand than through all the marketing in the world.