Use of Colours in Branding
Your brand image is the face of your brand. It is the first thing your target audience sees when first introduced to you. What do you suppose goes through their mind when they see your brand image? Are the colors and imagery resonating by correctly representing your brand values and personality? How about consistency, are you showing one message?
At the first introduction everything is riding on your brand image. If a business’s image is amateur, then they are doing immediate damage to their sales goals. Their efforts to save money and get an image on the cheap, only shows their lack of understanding as to how the buying public formulates buying decisions. Their perceptions are the reality in the world of a brand. If a business looks like a small player, a person will have a more difficult time building a belief that the business can deliver for them. These perceptions and reactions happen in seconds. Building trust is huge in the sales cycle and so any distraction from that effort is critical.
Your brand image should also differentiate your company. Choose colors that not only represent your personality, fit psychologically but also are different than competing companies. Every aspect of your brand must be compelling to a prospect. Your brand image mustn’t be simply window dressing either. You have to walk the walk. There are so many things you have to remember in order to succeed, your image should be the wonderful wrapping to a tremendous gift inside.
Make this New Year an opportunity to look objectively at your brand image. Ask friends and customers for their opinions in a short survey. Use the results to address any deficiencies and make your job a little bit easier.
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The power of ‘Brand Image’, IMO, is more often than not an under utilized exercise. Brand Image helps tweak emotions and defines the emotional connect along with the recalls.
Differentiated colours add up a majority of advantages. On several occasions, I have come across untapped colours that would prominantly associate with target markets but … for unknown reasons aint put to use.
Very useful post, Ed.
I can count on one hand Meheer the number of companies I have met who differentiate using colour opportunities. During a presentation to clients when I’m developing their images, I enjoy their reactions to this revelation. Many companies never realized how everyone in their industry have similar colour palettes.
That, I am now convinced.. is the difference between shady, cheap designers and professional branding experts. Unfortunately our organization learnt this the hard way.
Great write -up .. Keep up.
Thanks for the compliment Jane. The good thing would be that your organization did learn something that they can grow from in the future.
Ed,
Companies always want the best for their Image. It is the expenditure into elements like Logo Designs, factors of which are arguably less written/spoken about, where we always look to cut costs.
If only we had more magazines like Webalue.com Communications or atleast more exposure to this magazine site, companies would generate more awareness. Knowing the culture, atleast the companies here in Florida will oblidge for sure.