Using Color to Position Your Brand

Branding and Marketing professionals know that it’s important to understand color when selecting the right package, logo or to position for your brand.

You’ll want to know the feelings and meanings of colors when you are marketing your product, developing a logo to represent your brand or creating your website. There are so many color choices and they all communicate emotions. It’s important to know those feelings when choosing something that is a representation of your brand.

Looking at the competitors’ choices is one place to begin, but when selecting colors for your brand, whether it is for a website with call to action buttons or golf shirts for your trade show or the accent colors on your product, you must know the connotation and denotation of the colors.

Even when selecting the color pallet for your business office, you’ll want to consider the emotional connection of the color that your potential customers might feel, particularly in the areas where decisions will be made.

Some people scoff at hearing about the principles of decorating and color, but it shouldn’t be ignored if you’re having your customers in the space and/or if you have employees working there that you want to keep happy and motivated.

Often small business owners feel that holding a market research study is way too expensive. Just asking your spouse or other family members if “they like it” isn’t enough. In this case, learning more about colors and their meanings before you start directing and choosing only makes sense.

I recently read a short article about color where I learned a few more meanings of colors that I hadn’t known before.

This article outlines the color meanings and symbolism of colors. It talks about the positives and negatives of each of the main colors. Even though I’ve been reading/writing about color meanings since 1981, I learned a few things from this article and it inspired this post.

When I think about being strategic about decorating, I can’t help but think about Feng Shui, the Chinese system of harmonizing with the environment, which includes not only color but object placement.

Goodbye 2016 – Welcome 2017

Happy New Year to all.

Today is my first day back into the office since the holidays and I’m getting organized.  I’ve been reviewing my marketing action plans – not so much for my clients – but instead for my own business.

It’s easy to forget about marketing my consulting business when I’m focused on doing the marketing and branding work for the clients.

Each quarter has 3 months, so I’m planning to do one of each of these in each of the quarters:

  • Press release
  • Speaking engagement
  • Workshop

On Friday, I am speaking in Akron about my experiences in writing and publishing my book: Simple Steps, Big Results. I really have not done a lot to promote the book since it was first published because about that same time there were a lot of changes in my business. Perhaps that will change in 2017!

Even after 19 years of business, I still find it the most difficult to promote my company, my services and myself.

I find it much easier to focus on a client;s business!

At the end of 2016, I made it a habit to attend one networking event each week and talk with someone I don’t know.  While I’m not an introvert, I find it much harder to talk with people I don’t really know. There is such a familiarity in sitting near someone you know and having a conversation with them.  Getting out of my comfort zone is a key to growth.

I want to continue that into the new year.

As we usher in 2017, here are a couple of links that I have found interesting and helpful.  I imagine my branding and marketing friends will also enjoy these:

How to make sure that your business shows up on the GPS maps: From INC magazine, written by Anita Campbell from Small Business Trends.  Colors in Marketing: Also from Small Business Trends.

What are you reading that has helped with your marketing? What are you working on in 2017? Are you working on a new action plan for your branding and marketing?

Let me know by leaving a comment below.