Enhance Your Brand with Your True Colors
By: Larry Easto
Tags: Marketing, Logo, Brands, Service Professionals, Colors

Few, if any, other aspects of branding pack the visceral power of color.

When chosen and implemented effectively, color can differentiate, motivate, and elevate a business.

If you really think about color’s role in the marketplace, you will see its potential.

Color’s Role In The Marketplace

For example,

• In the world of computers and consulting, who is blue?

• Who “owns” yellow in the construction equipment industry?

• What ubiquitous business is tied to brown?

• If you see a shopper carrying an elegant light-blue box, what do you think of?

You’ll find the answers at the end, but many people won’t have to look.

In people’s minds, these colors are so closely associated with their brands that they’ve become as iconic as their logos. It’s not unreasonable to believe that under the right circumstances a flash of naked color would be enough to bring a brand to mind. That’s powerful stuff.

Does your current color (or palette of colors) stand out from your competition?

If not, think long and hard about making a change.

Color can become closely associated with your business. In certain contexts, just seeing a corporate color can activate recall of your brand.

People react to color instinctively. Color can cut through visual clutter and commands attention — so long as the color is differentiated.

Color plays an enormous role in brand recognition. But to have an appreciable impact, colors must be chosen for the right reasons and with eyes open to the marketplace. This means removing your own biases from the process and making choices that will provide sufficient differentiation for your business.

What About A Logo?

Our brand imagery includes all those wild and wonderful images and logos that we and our designers come up with.

From my experience with developing my own brand imagery, it was fun creating the splashy graphic for my first website. After coming up with the concept, I told my web designer what I wanted…in an email. Then he and his talented design team came up with the brand imagery, color, and overall look and feel.

Like the street sign for my first office and seeing my first book on display in book stores, it was a source of pleasure to see the home page of my website.

Imprinted on your products, your business card and your website, it communicates ownership.

Your logo can help tell your market, including potential clients who you are, what type of service you sell and even what benefit clients enjoy from your services.

The headline of an advertisement or subject line of an email, a good logo will draw interest and pique the curiosity of potentially ideal clients, prompting them to at least look at the services that you offer.

From time to time, a company will redesign their logo, perhaps to update their look or reflect some other corporate change. Brand loyalty is huge and something every business needs to foster. A recognizable and familiar logo goes a long way toward building brand loyalty.

Placing your logo on all of your marketing, information products, social media, website, etc. is a way to advertise your brand and your message consistently, whether it’s in the store, in your customers’ homes, online, i.e., everywhere you want to be.

If you’ve developed your brand message and successfully tied it to your logo, everything you do and create becomes associated with the logo and the brand.

IBM has often been called the big blue.

Caterpillar construction equipment is yellow.

UPS brown trucks are recognizable everywhere.

In the US, elegant light-blue boxes carry the name Tiffany. In Canada, it’s Birks

This content is based upon Lesson 9 of the video course How Personal Branding Generates More New Business

If you want more new business and want that new business ASAP … check out the 7-Day FREE New Business Challenge.