business branding… are you engaging your customers emotions?

Karen Haller 01
Karen Haller

Whether we realise it or not, whenever we buy anything, it’s based on an emotional reason, which we later justify on performance or price. This is because we like to think of ourselves as logical beings. But really, we buy because of an emotional want, a need, or a desire.

“If you fail to engage with your customers’ emotions, you’ll fail to make the sale.”

So thinking about your own business brand, are you engaging with your customers on an emotional level?

Fact: People buy on emotion
Fact: Colour triggers emotional responses

The right colour = positive emotional trigger = sales
The wrong colour = negative emotional trigger = no sale

This means, that although the effort you put into choosing the right logo/mark, font, strap line and working on your after sales service are all important, the effort is potentially wasted if you don’t get your business brand colours right.

“85% of shoppers place colour as a primary reason for when they buy a particular product.” [1]

so what’s really going on…

the psychology of colour
Colour is more than just a visual experience; it influences our mood and behaviour. Established research into theories relating to colour and psychology suggest each colour tone has specific effects that influence us on all levels; mental, emotional and physical.

colour is the language of the emotions
When we see colours, they are sending unconscious messages in a language that we understand instinctively, the language of emotions. Understanding this helps us to understand the benefits of using colour consciously to best effect.

“Think of colour as a subliminal language, another way to communicate and to attract your ideal clients…”

major brands use colour to their advantage 
For those major brands who understand the power of colour, use their brand colours to engage with their customer’s emotions and encourage them to buy.

Look at Coca-Cola. Over the years their packaging and logos may have changed but they have kept their bright red branding colour. This shows they understand the emotional response the colour elicits in us. In this context red makes us feel energised and alert. It speaks to us of power, stimulation and upbeat emotions. People who drink Coca-Cola have a good time.

But even the major companies can get it wrong. In October 2011, Coca-Cola changed their classic red cans to white in aid of the World Wildlife Fund, paying homage to threatened species.

The white cans proved confusing to Diet Coke fans as there was not enough distinction between the white (classic Coke) and silver (Diet Coke) cans. Seeing the backlash this caused, Coca-Cola promptly reverted back to the traditional red can for their classic Coke.

 “Use the wrong tone of colour/s and you could, unknowingly, be repelling your ideal customers.”

connecting your business brand colours and your customer’s emotions
1. Harness your knowledge of your customer’s emotions in the way you market and sell to them.

2. Think about how buying from you is going to make your customers feel.

3. Reinforce your customers’ emotional buying decisions with logic, in your literature, both online and offline and in what you and your sales force say to customers after they make a purchase.

communicating through colour
As a business owner how much thought have you put into the tone and combination of colours that represent your business brand? Do you know what they are actually saying?

Surprisingly, most business owners use colour as decoration or as an afterthought.

Instead think of colour as a subliminal language, another way to communicate and to attract your ideal clients.

Used to its full effect, your branding colours will give you the competitive edge, elicit the right emotional response from your prospects, and significantly increase your sales.

To find out more, download your free copy of 7 mistakes most business owners make with their branding colours.

[1] KISSmetrics

This is an extract of the original article I wrote for Women Unlimited Worldwide.


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