Business Branding – Thinking of Rebranding? Here’s the one thing you can’t ignore

Karen Haller 01
Karen Haller

Business Branding - Thinking of Rebranding? Here’s the one thing you can’t ignore

Most businesses, no matter what the size, will come to that evolutionary point known as the ‘rebrand’. As the business owner, you may find you have come to this decision because you have realised you aren’t attracting your ideal clients. Perhaps you feel you have outgrown your business, maybe you’ve   inherited the business, or what often happens, your business brand just doesn’t feel right.

Now typically when you go through a rebrand, the main elements under review are typically;

1. Your Brand Logo
2. The type face used i.e. the font
3. Images and graphics
4. The copy (the words)

But there is something else. Have you stopped to think about what the COLOURS are actually saying about your business brand?

How many of you have thought about the actual colours beyond whether you like them or not, or picking them because they are your favourite colours?

“Colour is registered by the brain before images or words …”

There is so much more to colour than just mere decoration. Did you know that colour is registered by the brain before images or words? This means the colours you choose for your business branding plays a key component in your business brand’s identity and messaging.

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

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

 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 and to make those all-important sales.

“Shoppers place colour as a primary reason for when they buy a particular product” (source: KISSmetrics)

Major brands use colour to their advantage
Major brands use their brand colours to engage with their customer’s emotions and encourage them to buy.

Let’s look at Coca-Cola. Over the years their packaging and logos may have changed but they have kept their bright red brand colour. They understand the emotional response, the emotional connection this tone of colour elicits in us, the consumer. In this context they are tapping into the qualities of red that speaks to us of energy, power, stimulation and upbeat emotions. They want you to believe that people who drink Coca-Cola have a good time.

Colour transformation
The right colours sell your product or service. There is no doubt about it.

“Never underestimate the psychological impact of your business brand colours on your bottom line.”

Your distinct brand colours will:

  • Grab attention – attracting your ideal customers
  • Work directly on your prospective customer’s feelings and emotions
  • Stand out from the crowd – differentiating your brand from your competitors and making your brand memorable
  • Build trust – using the same colour tones consistently in all your branding literature and products increases brand recognition.

By choosing the wrong colours, that is, using colours that don’t express your business brands personality and values, you risk repelling your ideal customers and prospects. Never underestimate the psychological impact of your business brand colours on your bottom line.

Getting the colours right distinguishes your brand from one that expands instead of one that just fades away.

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.

If you would like to know more, then grab your free copy of 7 mistakes most business owners make with their branding colours and how to avoid them.

Thinking of rebranding? What will you be focusing on?

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1 Comment

  1. Sharon on October 16, 2013 at 1:28 pm

    Thanks, this will help me think about the whole rebranding process I am going through at the moment.

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