A brand starts with a message about why your company is valuable. The message should communicate this value clearly and consistently. The message should be repeated in your advertising, Web site, collateral, press releases and every form of contact you have with your customer. A brand is more than a logo and colors, but the look and feel of all your communications is a big component of your message. The Right Feeling Colors are the most basic visual component of your company's branding.
Colors inspire emotion.
Pick the colors that create the atmosphere you want associated with your company. Neutrals evoke a patrician, confident aura, as Nordstrom's branding does. Primary colors create an energetic, fast-paced feel, as McDonald's look does. Pastels suggest a clean, feminine, soft image, like that of Clinique cosmetics. FedEx , for example, uses orange and purple for branding.