brand design

10 tips for Brand Building

Wherever your brand lives, online or offline it is vital to ensure that you build your brand well. Brand building is one of the most important methods for growing your business.

A strong brand allows you to gain instant recognition, generate leads and establish relationships with your customers. The process of building a brand can be long and requires considerable effort and planning to get right.

Brand Building

Your brand is more than just your logo or company name, it is all of the assets that contribute to how your brand is perceived by potential customers.

Our blog post on “What is Brand Marketing” gives further insight into what a brand is and how it can benefit your business. The purpose of this post is to explore the key considerations for brand building.

Identify your Audience

Before you consider your brand building you need to first consider your target audience and how to identify them. Your audience profiles can be identified based on…

  • Demographics and psychographics.
  • Competitor audience, followers and brand identity.
  • Consumer pain points and problems.

Targeting a broad audience may mean lower relevance to consumers. If your target audience is small but highly relevant, you have a great foundation for building the rest of your brand’s content and assets.

Research the Competition

Competitor research is an essential step in the process of building your brand and establishing yourself as an industry leader.

While every brand has competitors, doing good competitor research helps to establish your brand in a unique, yet relevant way. Even though you operate in the same industry, there are gaps your brand may fill for consumers that the competitors are missing.

Unique Brand Building

In a pool of many similar brands, it can be difficult to make yours stand out. Drawing on your competitor research and target audience, you can begin to build a brand that both solves problems and establishes themselves as something different than the competitors.

What is your focus?

It is vital to the long-term success of your brand building to pay close attention to the focus of the brand, this is especially important when you are just starting out.

You are not going to be able to solve everyone’s problem, focus on what you do best and build a brand message that clearly highlights it.

Building Brand Personality

Just because your brand is not a person, doesn’t mean it can’t have a personality. It is very important to develop a personality for your brand. It gives your brand a human touch.

Consider the emotions that your target audience is feeling when they are looking for solutions and begin to develop content and language that speaks to your understanding of their concerns.

Name your Brand

The name will have an impact on your logo, your marketing strategy, your trademark, and other digital assets. A business name needs to be unique and easily distinguishable. Keeping the name somewhat broad will help if you plan on expanding your products or services. It is key to research your brand name to ensure that it is uniquely yours and once agreed, move quickly to acquire necessary assets such as domains.

Pick a colour

The colours that you use not only define your brand but also express the feeling you wish to communicate. Ideally, the colours should make you unique and set you apart from your competitors. Studies show that up around 72% of consumers assessments of a brand are defined by colour alone.

Pantone Colour Chart
Example of a pantone colour chart

Build your logo

If positioned well, your logo will be the primary touchpoint for consumers and your brand making it one of the most important considerations for your brand building project. The essence of a logo is simplicity, making sure you are not over complicating your message or confusing potential customers. It is important to consider how your brand will be communicated through every online and offline medium, build different versions of your logo that can keep consistency whatever the format.

Seek a Second opinion

If you are working closely on a brand it is likely that you will become emotionally attached to the brand which may fog your judgement and skew final decisions. Receiving feedback is a great way to build your brand’s credibility. You can conduct a survey of consumers or join a networking group that connects you with fellow business owners. Both can provide quality feedback on what’s working and what’s not, especially as you’re building your brand.

Allow Evolution

The process of brand building should be an evolving process. It is commonly agreed by marketing professionals that most successful brands that we recognise today have evolved and changed according to market shifts and consumer feedback.

There is no set formula to brand building, the steps outlined here are a great place to start. At Turquoise Creative we are passionate about brands and enjoy nothing more than working with clients to establish a new brand.


Contact us for a FREE Brand Audit

Turquoise Creative has over 25 years in Brand Design, Logo Design and Brand Strategy. We have the tools you need to build and maintain a brand that enables you to control how your business is perceived, builds trust and enables an open dialogue with clients.

Please give us a call on 07813 33978 or 01293 886805 and let us know what you need. Alternatively, complete our FREE Brand Audit and let us talk through how your brand can work for you.

Brand Marketing – Making it Work

In previous blogs, Turquoise Creative explored the fundamentals of brand marketing and how important your brand identity is when building a consistent brand. In this article, we look into the reasons, purpose and the desired outcomes of brand marketing campaigns.

Why invest in Brand Marketing?

Brand Marketing influences the decisions for both end consumers and businesses. It is most effective for developing repeat business, as any customer’s perception of a brand is going to be largely informed by their previous experiences with that brand. For customers and clients, the company’s brand represents instant knowledge of that company, service and standards they have experienced first-hand or heard about.

Brand Marketing

How to get started

When developing a brand marketing strategy, companies work to increase customers’ awareness of their reputation. This involves communicating what the company does and how well it does it and providing a way to bring that information to mind in an instant.

This instant aspect might be communicated through a logo that appears on all company material. Or product packaging, company website, business cards, stationery and email address. The brand name/logo should be ubiquitous so that customers associate the company and its reputation with every product and service.

Brand Marketing is as much about product and service quality as it is about communication. Poor quality affects a customer’s perception of a brand far more than good quality can. This attention to quality must extend to every aspect of the company’s interaction with customers, including the website and social media activity. Internet marketing of a brand cannot be done as an afterthought, with little investment; any deficiency will reflect on the company’s reputation, and all its products and services.

What if?

If you are struggling to get your Brand Marketing to achieve meaningful results, it may be worthwhile giving attention to the following areas…

  • Product/service quality – Does your business operate as your brand marketing communicates?
  • Competition – What is the competition doing, and where are they seeing the greatest success?
  • Bad timing – is the message, service or product misplaced for the time of year or industry evolution?
  • Lack of demand – are you struggling to demonstrate the value and uncover the demand?
  • Poor alignment with the target market’s values – does your messaging ring true with the values and expectations of the market?
Brand Marketing

How do you measure success in Brand Marketing?

Brand campaigns should have a number of defined and measurable objectives. You may want to increase your media references by representing thought leadership and innovation. Or highlight your successes through Press Releases, articles or social media. Whatever the desired outcome, it is important to consider what you are trying to achieve and how best to use Brand Marketing to achieve them.


Contact us for a FREE Brand Audit

Turquoise Creative has over 25 years in Brand Design, Logo Design and Brand Strategy. We have the tools you need to build and maintain a brand that enables you to control how your business is perceived, builds trust and enables an open dialogue with clients.

Please give us a call on 07813 33978 or 01293 886805 and let us know what you need. Alternatively, complete our FREE Brand Audit and let us talk through how your brand can work for you.

What is Brand Marketing?

Brand Marketing

Brand recognition and awareness play a huge part in building credibility with your customers and developing new clients. Considering your brand marketing strategy is especially important as your company entering its growth phase.

Brand recognition, continuity and messaging need to be careful planning, ensuring your potential new client’s first impression of your business is long-lasting and supports your sales message. Wouldn’t it be better and more effective if your prospect had already heard of you? That way, instead of describing your company, you could spend time describing your offering.

Brand Marketing builds credibility

People buy products they like from companies they know and trust. Think Apple, Amazon and Starbucks or B2B companies such as Intel and GE. In today’s market, brand credibility is your competitive advantage.

Brand Marketing adds value

Founders and business leaders are constantly looking for financiers to support their growth and exit strategies. Investors view a company as a whole before investing, not just its product or products. They also consider corporate reputation, the CEO and founders’ credibility and financial performance before making an investment decision.

Having helped many start-ups change strategy and rebrand for various reasons, it’s key to invest in creating a corporate brand — a brand that customers can believe in and leadership they can trust. The more you invest in the corporate brand, the higher the overall value.


Brand Marketing engages customers

In today’s digital era, B2B buying decisions are changing dramatically. B2B buyers are now as empowered as consumers. Ultimate buying decisions, and how businesses interact with vendors is changing.

According to analyst firm Forrester, 90% of businesses start their purchases with search, and 74% conduct half of their research online before making an offline purchase.

Research also indicates that most B2B customers don’t begin to engage directly with suppliers until they are about 50 to 60% through the customer journey. Your brand is working for your business long before any conversation is started with a potential client.

Marketers, therefore, have to design strategies that educate and engage customers, not “sell” to them. Content should be interesting and search optimised for digital discovery.

Building your brand is key to driving sales, boosting partnerships and accelerating growth. You want customers to trust your name, eager to learn more and be proud they can rely on your brand to run their business. Consider brand building as a long-term commitment and investment — not an expense. Your Brand Marketing Strategy needs very careful consideration and goes deeper that font choice, colour messaging, instead, it exists as the very core of your business ethos and how it is perceived in the market.


Contact us for a FREE Brand Audit

Turquoise Creative has over 25 years in Brand Design, Logo Design and Brand Strategy. We have the tools you need to build and maintain a brand that enables you to control how your business is perceived, builds trust and enables an open dialogue with clients.

Please give us a call on 07813 33978 or 01293 886805 and let us know what you need. Alternatively, complete our FREE Brand Audit and let us talk through how your brand can work for you.

Exhibitions and Trade Shows – 8 tips for success

Trade shows and exhibitions are an excellent way for your business to gain exposure and meet prospective clients. But with the venue crawling with flashy, gimmicky competitors, it’s easy for your business to get overlooked.

To ensure you’re gaining maximum ROI (Return on Investment) from your time and money spent on stand space and making an appearance, it’s best to think strategically about how you’re going ensure your business is the one being talked about.

Start early

Nothing stands out more at an exhibition than the company that did not prepare or rushed the show in the days leading up to the event. Taking the time to plan, prepare your stand and work with a good design team to ensure your presence is clearly thought-out and accurately reflects your business and brand.

Give away something unique

Free corporate pens and mugs are unoriginal and can potentially aggravate passer-by, rather than entice them. You can stand out from the ordinary by giving away something quirkier and still putting your company’s brand on it. Corporate headphones, balloons, laptop skins, socks, sunglasses, even Rubik’s cubes; the options are endless, and the chances of standing out are huge as are the benefits. If you can get people wanting what you are giving away you can create quite the buzz.

Exhibitions and Trade Shows
Create a buzz with humour

Remember that buzz means conversation. You want to provide customers who go past your booth with opportunities for conversation. We hear positive marketing messages so often, they become dull. Step up and provide people with something humorous they can pass along and you’ll get people talking about you.

Check out the competition

Do your research. Check out the competition and learn from what they’re bringing to the exhibition, not just staff-wise but visually. What initiatives do they have to attract footfall? What is the message they are delivering? What are their strengths? What are they doing better than you? These are some of the things you can look at, so you can make sure you’re prepared for any questions regarding your competition. This is also a great time to start thinking about what changes you will make to your approach for the next event.

Share your successes

Coverzone

If your brand can be seen on a myriad of websites or has won awards for outstanding work, use it as a focal point in your exhibition. Create a stand design that accentuates these features, with a huge shout out to “As Seen On” or “Award Winning” for the show attendees to see. This will definitely get curiosity and buzz going for your brand.

Invest in a great display

I’ve seen some of the big companies bring some really sad-looking tables to a trade show. If you want to look bigger and more invested (and more investable!) then consider this part of your marketing budget for the year. If you have something printed that looks really great, you can also save it for future shows. A well-designed exhibition stand will be with you for a long time if well maintained.

Use design to your advantage

We’re all attracted to great design, whether we know it or not. At exhibitions and conventions, it’s easy to have everything blend together visually. Make sure you have a stand that stands out from the competition, using design as a differentiator.

Exhibitions and Trade Shows
Pre-event communication

Whenever we do exhibitions, we go through a list of attendees expected to visit, which organisers can provide to you. We send out emails to people we want to meet, and many of them will respond and stop by our stand. This helps us meet key people without wasting time during the event.

So how can you stand out in a crowded Exhibitions and Trade Shows with an amazing exhibition stand?

Call us today for an informal chat over a coffee, and see what we can do for your exhibition
Turquoise Creative – contact Steve by email or call 01293-886-805.

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Taking logo design seriously

A logo is the face of a brand, and hence a must-have for a business to achieve maximum attention and reputation.  So, are you looking to have a professional logo designed? But to do this, you will need a creative and reliable logo designer to make it happen. Cannot decide on a certain design company?  Worry not, and get in touch with the brand identity experts, Turquoise Creative.

We are experienced brand identity/logo designers based in Crawley, West Sussex.  We cater to different clients requirements.  No matter what their marketing budget. Our team will ensure we create the best and most effective services within your budget.

But before you hire us, you need to understand the growing importance of a brand identity for your company.

A great first impression is the last impression

A logo is basically the introduction to your brand or company and leaves the first impression which becomes the lasting one. An easy to remember and clear logo with higher recall value will have a massively positive perception on your brand. But, if the design is too traditional or conventional, it might not connect with your target audience.  Our creative team at Turquoise Creative always think out of the box.

Demonstrates strong brand commitment

Did you know, your business will require a good logo to foster brand loyalty and commitment among your clients and customers?  This is the most important function of a logo, and it must demonstrate strong brand commitment towards your company.  It is the first thing one notices about your brand and business and this is how you can stand out amongst your competition.  Your business will achieve longevity and the attention of your customers if your logo is professional and memorable!

A good logo communicates business values and becomes an icon

Your business must have something to represent its values, work ethics, the type of work you are dealing with. To communicate your business values with others, you definitely need a very exquisite and high-quality logo design that is different from your competitors. A motif or image forming part of your logo will become the icon for your business and also epitomizes your product or services.  The logo design and colours palette must reflect your brands personality, psychology, and business feel.  We, at Turquoise Creative, make sure to bring brands to life by creating well-crafted brand identity/logo designs.

Brings in more authenticity

A consistent logo for your brand will make your business appear more reliable and authentic and clients will easily relate to it. A sense of uniformity that it creates is going to spruce up your business’s reputation, making your company more trustworthy, timeless and professional.

So, if you are searching incessantly for a good brand identity designer to help you create a wonderful and meaningful logo for your business, make your way to Turquoise Creative.

We have over 25 years’ experience in this field, and use our skills in visual communications to promote or enhance your business, products or services.  We aim to build desirable brands. And promise to satisfy you with an innovative, seamless and affordable design.

Want to get in touch with us? Ring us on 01293 886805 or mail at ideas@turquoise-creative.co.uk.


Contact us for a FREE Brand Audit

Turquoise Creative has over 25 years in Brand Design, Logo Design and Brand Strategy. We have the tools you need to build and maintain a brand that enables you to control how your business is perceived, builds trust and enables an open dialogue with clients.

Please give us a call on 07813 33978 or 01293 886805 and let us know what you need. Alternatively, complete our FREE Brand Audit and let us talk through how your brand can work for you.

Other articles relevant to :

10 years of Graphic Design

It is hard to believe that Turquoise Creative is already 10 years old. They really grow so fast!! We wanted to take some time to really appreciate this milestone. 10 years of working with some great clients, huge projects and fantastic people. We wanted to first thank all of our clients and customers that have made Turquoise as successful as it is. We have an extensive network or exciting businesses we have worked with, we have grown and evolved some truly outstanding examples of branding, graphic design and marketing creatives.

Looking at our branding…

As part of our 10-year celebrations, we collaboratively worked through a branding exercise to refresh our logo. The original logo has served us well, we are recognised locally and have built a presence within graphic design, digital media and branding that we are truly proud to stand alongside. In an effort to stay fresh we refined the typography and refreshed the logo for a modernized look and feel that better reflected our focus on modern techniques and approaches to branding while remaining reminiscent of the original branding.

Upon Turquoise Creatives’ 10-year anniversary we thought that we would also take some time look at everything that has changed, evolved and innovated within the industry. In Branding and design, it is crucial to keep ahead of the curve, monitor trends and pioneer creative techniques. Our business relies on our ability to understand trends, industry developments, the mind of the consumer and their motives.

Looking back at the world…

One of the keys to our success is to keep ahead of news, trends and events. It is important to understand what key actions are affecting your clients, your inspirations and your results. As part of our 10-year celebrations, we wanted to take a moment to look back over some key events that happened through the last 10-years.

What happened in the world of Branding?

2008 – April :: Facebook take over MySpace as the largest social network.

2009 – January :: Barack Obama takes office as US president.

2010 – January :: 3D Television widely available to the consumer market.

2011 – April :: Google plays an April Fool’s Day joke on typography nerds by serving search results for “Helvetica” in comic sans.

2012 – February :: Apple Launches the iPhone5

2013 – April :: Amazon launches Kindle Fire HDX

2014 – February :: Apple announced its new innovation, Apple Watch.

2015 – November :: Apple Smartwatch

2016 – May :: The Queen celebrated her 90th birthday and so did the rest of the country.

2017 – December :: Apple drops to #2 in the global 500 brand ranks. After 5 years at #1.

2018 – February :: Turquoise Creative celebrates its 10-year anniversary with a rebrand

Looking back at what we have learnt…

Turquoise Creative strives to learn, improve and understand what key patterns of thought shape the world around us. Within graphic design and rebranding, it is key to actively learn from our experiences and make sure that these lessons shape our future actions. In the last 10 years, there have been some key movements in the thoughts around graphic design, branding, marketing and PR.

PR is more important than advertising

Advertising is expensive and not very credible, especially when used on behalf of a new brand. That’s why many of the most successful new brands were launched with PR. Public relations can be controversial, but that doesn’t work in advertising. Consumers are turned off by advertising that attempts to be controversial or attacks the competition. Consumers tend not to blame the brand if a story in the media does critique the completion or build.

The category is more important than the brand

Thinking in military terms, a country launched a military campaign to conquer a territory, likewise, a company launches a marketing campaign to conquer a category. From a branding perspective, brands rarely hold any value outside of their category. If a company tries to build a presence across a different category, it is a risky journey that has to be carefully navigated.

When Apple decided to get into the smartphone business, it again didn’t use the Apple name. It called its smartphone “iPhone.” The Apple Macintosh brand was reserved for its desktop product.

Steve Oakes Turquoise Creative
The visual is more important than the verbal

The concept of verbal or written communication has changed. The primary objective of a marketing programme is to place a verbal concept into consumer, the best way to delivery this is not with words at all. The visuals are the key to generate emotional appeal and drive your audience to engage with the deeper message.

The key change that we have noticed over the last 10 years is an increase in demand for companies to brand and present themselves professionally. The growth of the internet, along with the changes in behaviour of the consumer means that companies that would have never considered a brand identity in the past now have to consider their brand, how their company is perceived and how fragile their identity is. The freedom of information and the ease that potential clients can inform themselves on the process and requirements around graphic design has meant that we are seeing clients that are much more informed and knowledgeable about what they want and need.

The last 10 years have been a fantastic journey, as well as the people and business we have met, the countless brochures, logos and business cards we have built it has been most rewarding seeing the success we are having within our local area. We are recognised as professional, friendly and experienced and work hard to make sure we maintain this reputation. 10 years is a long time, it can be difficult to understand what events have shaped the position we see ourselves in every day, it is important to look back and take time to remember how we arrive where we are, the events that helped and hindered and think about what more we can do to make sure the next 10 years are more successful than the last.

6 approaches to help build a desirable brand

Studies show that 75% of consumers have developed a preference for a certain ‘type’ of brand. A desirable brand is one that enables the belief that we can become ourselves or achieve aspirational goals as a result of it.

Countless studies have been conducted suggesting that brands are valuable assets. Their colour, values and positioning are key components that can be actioned, however, its desirability is an emotive pursuit that is difficult to create artificially. A desirable brand can make us think and feel differently compared to neutral brands. They can influence our decisions, drive an impassioned response to messaging and drive us to champion the brand to family and friends. If executed well, a desirable brand is a hugely powerful marketing tool.

A brand that people desire is a tough undertaking that needs careful consideration and planning to execute properly. Companies such as Apple and their associated brands iPad, iWatch etc. have consistently held the top positions on respected desirable brand listings and surveys. Other companies such as Ferrari, Google and Samsung are a steady presence in reports designed to understand and quantify how desirable brands build and maintain their position in the conscious of consumers.

There are countless thoughts around the elements that make up a desirable brand. We have looked at 6 common practices for businesses who are trying to build a desirable brand. We think these are key areas that need careful consideration when positioning your brand and its message.

The bigger picture

It is common for a desirable brand to look at the bigger picture. They typically do more to impact people’s lives and actively look for a bigger role in the communities. They are the thought leaders, pioneers and develop a range of propositions.

Looking ahead

A desirable brand understands where there is an opportunity in the near future, foreseeing a need, desire and limitations. This is more than a financial opportunity, rather a chance to meet the rapidly changing needs and behaviour of the consumer.

Allow transcension

Do not get held back by the limitations of a category, a desirable brand is seen to transcend its rivals and not be held by the restriction of broad sweeping brand categorisation. This should be done with direction, you will be shaping and improving the world around us all and need planning.

Ambition

Desirable brands are looking for more than commercial rewards. This is secondary to a clear purpose that inspires customers, consumers and internal staff alike. Ambition allows you to build a rapport with your customers who are likely to be ambitious and can recognise similar motivational drives.

Innovation

Desirable brands build rhetoric that encourages people to think, feel and act differently. They engage us in evolving an interesting story of innovation. They are seen to innovate beyond their category and look at anything they could potentially impact.

Build energy

A desirable brand is energising the organisation towards success. Have a consistent direction towards goals and ambitions that are genuine and viable. Energy is more than producing a great product or service, it is about continuously re-evaluating and innovating to ensure the brand has a real role in people’s lives.

A desirable brand constantly drives to engage us in an evolving and interesting story. They innovate across all areas of product, operations and society and do not limit themselves by broad categorisation. They provide all of us with a consistent and evolving story of evolution and innovation. They are considered thought leaders and contribute to an ongoing supply of news, stories and conversation points. They are foremost in the minds of their customers, generate pride and encourage

Do you want to know more?

If you are looking for advice on how to build a desirable brand identity we would love to help. We have looked into the key components of building your identity in our article on Colour and Branding. If you prefer to speak we are happy to offer some advice and direction on your desirable branding ambitions, get in touch, however, best suits you…

T: 01293 886805

E: steve@turquoise-creative.co.uk

Linkedin : TwitterFacebook:

We are a creative design agency based in Crawley, West Sussex, which specialise in Brand Design, Creative Design and Web Design. Turquoise Creative create and design all the ‘touch points’ of your business including:

Investing in a brand identity

Investing in a professionally designed brand identity makes business sense. A successful brand identity is built around 9 characteristics.

Click here to find out how many of the 9 characteristics your brand has.

Q: What do an autism awareness charity and an accountancy practice have in common?

A: They both invested in creating a brand identity.

Autism Parent Empower wanted to raise awareness among families with children with autism letting them know that they could access key interventions locally.

Sigma Partner’s challenge was very different. They needed to communicate a change to the business name, as well as stand out in a crowded market. So investing in a new logo was an important step for Sigma.

Investing in a brand identity

Click here to find out how Autism Parent Empower’s brand identity evolved. Autism Parent Empower

Investing in a brand identity

Click here to find out how Sigma’s brand identity evolved. Sigma Partners

They both had very different challenges, yet the solution was exactly the same …to invest in a stand-out brand identity.

Creating a stand-out Brand Identity

A basic brand identity kit consists of a logo, business card, letterhead, and email signature. This basic set of materials can be extended to include: brochures, folders, flyers, website, exhibition stand and vehicle livery.

If you feel that your brand identity some attention, please do get in touch. You can call us on 01293 886805 or email ideas@turquoise-creative.co.uk


Contact us for a FREE Brand Audit

Turquoise Creative has over 25 years in Brand Design, Logo Design and Brand Strategy. We have the tools you need to build and maintain a brand that enables you to control how your business is perceived, builds trust and enables an open dialogue with clients.

Please give us a call on 07813 33978 or 01293 886805 and let us know what you need. Alternatively, complete our FREE Brand Audit and let us talk through how your brand can work for you.

Other articles relevant to :

Turquoise Creative brochure

Turquoise Creative

Please download the Turquoise Creative brochure here: Turquoise Brochure

Colour in branding

Colour in branding

How to use the power of colour in branding

Colour in branding matters in the world of brands and plays a pivotal role in all our visual experiences and communication.

Brands and colour are inextricably linked because colour offers an instantaneous method for conveying meaning and message without words. Colour is the visual component people remember most about a brand followed closely by shapes / symbols then numbers and finally words. People see colour before they absorb anything else. Therefore, most recognisable brands in the world rely on colour as a key factor in their recognition.

Research has reinforced that:

  • 60% of the time people will decide if they are attracted or not to a message – based on colour alone!
  • Colour can increase brand recognition by up to 80 per cent.

The influence of colour in branding

Colour bisects the worlds of art, psychology and culture, influencing behaviour and creates meaning both consciously and subconsciously.

Colour can be used as a communication tool to reflect our internal states both in a personal-sense (your choice to wear a bright turquoise shirt today), and in the worldly-sense (where cultures reject or embrace particular colours). Colour signifies motives and can even be used to shape people.

Colour is very subjective, and it varies from person to person. Over time particular colours can remind us of brands, feelings and moods. Our past experiences, along with being immersed in a culture which applies certain conventions to colour-use, contributes to this. As a result, we can study the generalised effects of colour on people and use this to better communicate visually with our audience. Since 1666 when Sir Isaac Newton devised the first colour wheel the psychological effects of colour have been studied and used to great effect within brand identity design.

What does colour say about your brand?

The following graphic shows how global brands work alongside their respective studied emotions of their colour.

 

Colour in branding

 

Tap into the power of colour to express your brand attributes and values

Have you ever wondered why colour is so significant in identifying brands? Red is associated with Virgin. Blue is the preferred colour for NHS, Ford and Facebook. These large corporations have developed a confident brand identity by using logos with particular colours.

Colour in branding also plays a vital role in retention, it stimulates the senses and delivers a message in half the time text does.

Colour in branding psychology is the study of how colours affect our emotions and decision-making processes. It is a sub-discipline of behavioural psychology since it studies and identifies behavioural responses to colours.

The branding process is very important. Defining your brand identity is critical as this will help you stand out from the crowd. Finding the right colour to best identify your brand is not as simple as picking out colours from the colour wheel, it takes time.

Identifying the most appropriate dominant colour to use is essential to the success of your branding campaign. Prominent colours significant to your brand, mission and vision must be apparent in all your promotional materials, which necessarily include literature, product packaging and exhibitions.

When it comes to deciding which colour to use in developing your brand identity, remember that it should be the colour that particularly relates to your brand and it should be able to set you apart from all other trademarks, especially your competitors.
A successful branding campaign can hinge on colour and how efficient, effective and persuasive it can be when properly used in visual communications.

Ready to inject some colourful flair into your brand?

Choosing the ‘right’ colour for your brand isn’t easy, but it is important, and you should spend some time choosing the colour(s) you think best represents your brand.

Start with these questions:

  • What words represent your brand’s personality?
  • What colours represent those words?
  • What colour suits the characteristics of your product / service?
  • What colours do your competitors use?

If you refer back to my previous article How to build a stand-out brand identity, colour can help create that unique feel, make your brand memorable and bring a feeling of consistency within all your marketing communications.

If you feel that your colours are not supporting your brand or sending out the wrong message, feel free to give us a call on 01293 886805 or email us.

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How to build a stand-out brand identity

Creating a stand-out brand

Brand… excitement!

One of the most interesting projects that a graphic designer can take on is to design a brand identity. It is so exciting to create logo options based on market research and add a touch of design magic through the creative process. Then finally narrowing the design down to an approved logo and seeing it out in the world for all to view, is a very rewarding experience.

 

Brand… unified vision

However, most of the time, a logo is not enough. Large businesses with layers of management require a thorough brand identity system that provides a unified vision along with marketing tools that help build the brand.

 

Brand… identity kit

Brand identity is the combined effect of visual elements in your marketing materials. A basic brand identity kit consists of a logo, business card, letterhead, and email signature. This basic set of materials can be extended to include: brochures, folders, flyers, website, exhibition stand and vehicle livery.

 

Brand… characteristics

A successful brand identity is built around these
9 characteristics:

How may of these characteristics does your brand identity capture?

  • Unique business “look and feel” and on-brand message. Make sure that the way you write and talk about your business is unique and your graphics stand-out and cannot be confused with the competition. Brand identity core element
  • Repetition helps clients and prospective clients remember and relate to your business. It takes between 6 and 12 contacts with your business for customers to truly remember and connect with your business.
  • Consistent use of your logo and strap line on all marketing materials. To build a strong brand for your business, you need to have a unique visual design. This needs to be consistent throughout all of your marketing material.
  • Memorable devices make your business stand-out. You’ll be able to create a memorable brand through uniqueness, repetition and a consistent approach of all marketing material. Make your visual graphics memorable by creating a unique logo and brand styling.
  • Graphics with meaning make your business’s messages come to life via symbolic graphics, colours and typography choices. Meaningful text gives depth to your developing brand and more importantly, your audience will be able to understand the meaning in your graphics and text.
  • Clear graphics and text communicate your message in an understandable way. Make sure that your graphics are sharp, clean, simple and meaningful. Make sure all text expresses your brand and is in no way confusing.
  • Brand honesty is key to delivering your brand promise and doesn’t alienate you and your company… or even worse damage your client relationships and your overall brand.
  • Brand personality of your business helps you appear different and unique. Clients can immediately tell that all of your branded materials are coming from your business. If you’re the owner of a one-person business, your brand identity might resonate with your own personality. If your business is larger, or if you want to make it appear larger, you can create your own brand personality to connect with your potential clients.
  • Professionalism in all things, from the quality of your graphics, to the way your text is written (proofreading is essential!), to your personal presentation: the way you talk, dress and speak. Professionalism in customer service and in the way you treat people you meet is always important. Follow through on your offers and promises.

Brand… enhancement

When you include all of these characteristics into your brand identity, you’ll have a business look and feel that will really help your marketing messages to be taken seriously: one that will enhance your overall brand.

If you’ve considered these characteristics and feel that your brand is falling short and letting your business (and your customers) down, feel free to give us a call on  01293 886805 or email us.

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