What Color is Your Brand?
What color is your brand? Many startup businesses do not understand the significance of color choices when building their branded look. However, big business entities spend large amounts of money to find a color and logo that best represents them.
When you hear the words: What Can Brown Do for You? Big Blue, or The Golden Arches, what companies come to mind? You probably guessed it correctly…UPS, IBM, and McDonalds have all built incredible brands through their branded color choices.
How Companies Trademark Their Colors
In the early 90's, Milka, which was originally a European company, created by Suchard (now a part of Kraft Foods), applied to trademark their lilac-colored cow logo. Originally, they were denied the trademark, but during a second try, they were given their trademark, because they demonstrated how many Europeans identified their purple Montbéliard cow and the bell hanging from its neck on their logo.
Trademarks are not only about color, though. A trademark is only granted in these cases because of the contours, shapes, label, signature, sound, scent and other factors.
Although you might not be able to trademark your branded color(s), you can certainly use specific colors to brand you or your company.
What Certain Colors Mean and How They Can Impact Your Brand
Here is a listing of some general colors, and their psychological meaning to the branding of your business. What message do you want your brand to send?
Black – The color black is attributed to bad, fear, anger, grief, binding, reliability, and sexuality.
Blue – The color blue represents confidence, reliability, authority, intelligence, trust, security and wisdom
Green – Green represents optimism, rebirth, relaxation, fertility, growth, spring, environment, healing, and good luck.
Orange – Orange is associated with force, encouragement, vitality, competition, potency, energy, success and strength.
Purple – If you use purple in your brand, your customers usually relates it to wealth, dignity, competition, magic, luxury, spirituality and mysticism.
Red – The color red invokes determination, desire, energy, love, power, courage, passion and potency.
Yellow – Yellow represents creativity, caution, intellect, warmth, light, energy and joy.
Other Factors That Help in Branding Your Business
While color plays a major part in branding your business, there are some other factors that are just as important.
USP – A USP is the acronym for unique selling proposition. A USP is very heavily integrated with your brand, and it helps distinguish you from your competitors. Your company's uniqueness, brands your message to your selected market.
Heavy research – Another factor that helps in branding your business, is heavy research. Major companies spend a lot of time and money on market research. In other words, they find out through customer surveys what it is that makes them buy one product over another. It's been well documented that people mostly buy out of emotion. Through market research, it's possible for any company to discover what makes a consumer buy.
Image is everything – By sending the type of image you want your company to have, you can gain an upper hand over your competitors.
Are McDonald's burgers necessarily more delicious than a local burger joint on the same block? No, but McDonald's has many advantages over their smaller competitors. For one, McDonald's projects an image of cleanliness. People can disagree with the flavor of their food, but one thing they cannot argue is how clean any McDonald's restaurant is.
Second, McDonald's has uniformity in appearance with all of its restaurant chains. This creates a sense of familiarity with the customer. You feel mentally welcome, because when you visit a McDonald's in Cleveland, it is very similar to a McDonald's in Munich, Germany. McDonald's branding helps the customer quickly decide to visit their restaurant, because the customer knows exactly what they are going to get.
Domino's Pizza guarantees a fresh, hot pizza in 30 minutes, or less. Many people like the flavor of Domino's Pizza, but some think that other pizza places have more delicious pizzas. The trouble for other pizza businesses is, Domino’s branding is so strong, and they will probably always be a step ahead of their competitors. Have you seen many other pizza places that guarantee your pizza in 30 minutes, or less?
Some Final Thoughts on Color Choices in Your Personal Brand
So, what color is your brand? Your company may not have the same deep pockets for advertising as some of the companies discussed above. So, you need to develop the best branding look you can with the information you have at hand. By using color psychology to determine what color your brand is going to be, you can have a distinct advantage over your competitors by simply choosing and applying great color choices in your brand.