Using Color To Build A Successful Brand

Color is one of the most important aspects of a business’s brand. As mentioned in other articles within this site, branding is basically the message that the business is conveying to its customers and even its employees. This includes the logo, the brand colors, and quality of the product, the presentation on the business premises and the customer service. They all play a vital role in the brand of a company.

Today we are going to focus on color and how it affects your customers and employees. As human beings we are all psychologically affected by colors. They can make us excited or dull, serious or playful, depressed or happy.

As a business owner or manager, you should study colors before starting the branding process of your business. The most important things to consider are what kind of customer you are looking for, and what kind of employees you want working for you.

This will help you attract the right customer and give your employees the best environment to deliver great service to the customers. Here are a few examples:
Case 1: A fast food restaurant

Let’s say you are opening a fast food restaurant, what could be your brand’s objectives?
On the Clients

To get your clients hungry? To make your clients eat fast and leave more room for new customers to come? To give impression that your food is affordable?

To accomplish this the use of YELLOW within your branding will first of all stir your clients’ appetite and make them want to buy more. The use of ORANGE creates the impression that your establishment is affordable and the use of RED will stimulate excitement and energy making the customer want to leave as soon as they are done eating.

On the Employees

Fast food customers are usually in need of a quick and great service, so your objective could be to make your staff excited and energetic for long hours.

The use of YELLOW will put them in a friendly and optimistic mood, while the use or RED will make them feel energetic and excited, like they should be on the move.
Case 2: Tours and Travel Company

What could be your brand’s objectives as a tours and travel company? To portray yourself as adventurous, honest, in touch with nature or luxurious?
On the Clients

All these factors are conveyed by a different color, so it would be wise to decide what the niche of your business is and the color to achieve your goal. On the other hand you could choose a combination of two colors to meet your objective.

To draw the adventurous, the use of ORANGE will do a good job.To sell your brand as luxurious or in touch with nature, you could use GREEN. And finally using brown will give the impression of trustworthiness.

With this in mind, take the time to study colors before you brand or re-brand your business. I will be posting a list of colors and their psychological effects soon. Until the next post, happy enterprise building!!

Author Charles Ng'eno
www.birowaks.com

Originally posted on birowaks.com/blog