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Brand Strategy Brand DNA Colour

Why brands can’t afford to ignore the emotive power of colour

Mediablaze

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December 1, 2020 | 4 min read

When we look at a marketing campaign, a restaurant or item of clothing, the first thing that impacts us is colour

But are we truly aware of its power?

Colour is the most overlooked marketing tool. Brands are understandably focused on delivering digital experiences and crafting content that sparks action, but the first thing a consumer will instinctively react to when looking at an advertising or marketing campaign are the colours used. Sometimes we just know something is ‘off’ but we can’t quite put our finger on it.

Subconsciously, colours prompt a reaction that will either draw us in and make us curious to know more, or repel us and encourage us to move on, resulting in a missed opportunity for a brand to build relationships with their target audience and, from a commercial perspective, lost sales.

Nike gets colour

Look at Nike. Famous for its ‘swoosh’ logo and ‘Just Do It’ slogan, Nike is one of the most recognisable brands in the world. Known originally for making athletic footwear, it also enables people to customise key products and create trainers using their favourite colour palette (check out ‘Nike by you’). Nike understands the power of colour to influence a purchase and to deliver a personalised, memorable experience that has the ‘talkability’ factor among friends and family. After all, personal referrals are the holy grail in the B2B and B2C world, and nothing comes close to a warm lead created in this way.

A shade can speak a thousand words

Business leaders who really understand the benefits of building a brand, and understand what their brand stands for, will align and use colours strategically to make the right impact among key audiences. Indeed, research shows that brand recognition can be increased by up to 80% by effective use of colour throughout marketing, packaging and logo design.

Some companies align themselves with a colour that becomes so synonymous with their brand that they trademark the shade. Think Tiffany Blue, Barbie Pink and Cadbury Purple. They are shades which have become intensely evocative, even without words.

To apply this thinking on a personal level, applied colour and design psychology expert Karen Haller asks this question - “Why is it that you're drawn to wear blue one day and green the next?” How do you feel when you wear red, or black - do you feel powerful and strong - or have you chosen to wear those colours because that's how you want others to perceive you on a given day?

Apply colour strategically

To resonate with your target audience, think strategically about how you build your brand playbook and guidelines right from the start. Everything you communicate stems from this critical but often overlooked piece of work. Your brand and all its elements (visual, written, colour palette and more) must interplay and work cohesively together to establish and build your brand value over time.

But be authentic to your brand personality and values — don’t copy what other brands are doing. Understand who you are, what you want to stand for and who your customers are — don’t chase what someone else has got, be true to you.

Talk with the digital marketing specialists

The world is in flux, and it is critical for businesses to know who they serve and what benefits they bring to their customers. Whether you’re looking to craft something new, improve what you have or launch a new business, never underestimate the power of colour to influence and drive business growth. Colour is an overlooked yet potent marketing tool so use it wisely.

To find out more about Mediablaze and how to consciously and authentically connecting your brand with colour contact Emma Potter.

Brand Strategy Brand DNA Colour

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