Since the late 18th century, we have used Newton’s color theory to express emotion, describe the weather and create masterpieces of art. Nowadays, due to the perceptual and psychological effects color has on us; color can be a powerful branding tool as well. For instance, we have labeled certain colors warm or cool because of how they make us feel.
Businesses can utilize colors to reinforce brand attributes and enable brand recognition. IBM has come to be known as “Big Blue” because of its famous blue logo. Furthermore, the blue logo has secured IBM’s brand attributes of security and reliability – since blue is considered a “secure” color. So, what is your company’s color?
According to William Aruda, founder of Reach Personal Branding – “the leader in personal branding,” the question is: what color best expresses your company’s brand attributes? To help you decide, Aruda has provided us with a list of traits that each color best represents.
Red: Action, power, love and passion
Orange: Strength, productivity, success and determination
Yellow: Energy, caution, happiness, joy and creativity
Green: Nature, environment, money, luck and optimism
Blue: Intelligence, integrity, truth, confidence and trust
Purple: Dignity, inspiration, wealth and ambition
After taking a look at this list, can you decide what color best suits your company? Once you do so, you can start creating a brand around your color. This may mean using this color on your business cards, as a color theme for your social networks and/or the color of your logo and website – and remember to keep it professional.
Once you have established your company brand, watch how it does in the market. Check out the link below for some free resources for brand monitoring:
Top Ten Free Tools for Monitoring your Brand’s Reputation, via Mashable.