Image is a vital factor in any business branding effort. Color is part of the process of building an image. If you might notice, several top businesses are recognized by their distinct colors. Therefore, you need to realize the potential impact that carefully choosing the color to use as part of your brand strategy will help establish your company’s image amongst consumers.
Importance of Color
Although it might seem trivial, color affects the memory recalls of consumers on your product or company overall. When they think of a certain color similar to the ones used by your company brand, then they will easily associate that color with your product. The presence of color will then stimulate one’s senses and sending message signals without having to initiate a communicative pattern.
Now that you know the role that color plays in your brand strategy, the next big dilemma is choosing the color to use. However, even this one shouldn’t be as difficult provided that you have clearly set out the guidelines and vision you have for the company. Once you have chosen the color, you must then use that in all of your business promotional materials to further enhance the prominence of the color in association with your company and its products or services.
Each color has its universal meaning that you must take into account before using them in your business branding efforts. Here are basic colors to consider:
The color blue, universally speaking, is a well-liked color. It exudes a feeling of trustworthy, responsibility, and security. That is why blue is also commonly used in the business industry because it is not only pleasant to look at, but it exudes a positive vibe as it is a color associated with the sea and sky. The message of stability conveyed by the use of this color builds up trust among individuals working within an institution.
Another popular color used in several brand of company. The color red stimulates your senses rapidly; hence it is an attention grabbing color that creates the impression of being aggressive and energetic. This color is utilized by businesses who want to evoke emotion and quick response from potential customers. Fast food chains typically use the color red because it exhibits a hot, burning and intensify attitude.
In terms of its universal meaning, green connotes health and serenity. But the meaning can differ though according to the shades of green used. Lighter shades of green produce a calming effect while darker ones exude wealth and prestige.
This is a color closely associated with the sun. Therefore, it is a color that you might want to use if you want to establish a positive message of optimism and warmth. There are also varying shades for this color but their meaning ranges from creating motivation to producing positive energy. Bright yellows effectively capture the eyes, so you might want to use this color for displays and you can get people’s attention, which is the first step in every purchase process.
This is a classic choice of color for a business brand. Aside from that, it also connotes a bold, powerful, and sophisticated persona. Therefore, this color is quite common for expensive products or most sophisticated gadgets.
As always, white signifies simplicity and purity. Because any white object produce a certain level of brightness, it is good for use on signage. The same with black, it also helps you achieve a professional and powerful image. This color is best associated with products relating to health and sanitary care.
Use all these pointers when choosing a color for use on your business branding strategy and you will be able to produce more impact on your marketing campaigns.
About Author: Wanda Mays is CEO/President of La’John Media LLC, an innovator, speaker, coach and marketing strategist. La’John Media LLC is an on-and off-line business consulting and marketing company. The company specializes in developing strategic “guerrilla” marketing, sensible business plans and advertising programs to help our clients build and sustain successful and highly profitable businesses. She also is the Executive Producer and Host for Wanda After Dark Radio. She prides herself in helping others to reach their full potential lending her experience and knowledge in what it really takes to make your business work. She works with several community groups including her sorority, Delta Sigma Theta Sorority Inc, to do whatever she can to make where she lives a better place.
She is the proud mother of 2 beautiful children.
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