If people don’t trust you they won’t buy from you.
Using the same colour consistently throughout all aspects of your business builds customer trust and loyalty.
We know when we consistently show up in person at (say) a networking event, people get to know us. Over time, if we keep showing up consistently, we build trust. It’s exactly the same with your business brand colours. Using the same brand colours consistently in all areas of your business, builds the all-important recognition clues, that build customer trust and loyalty.
Every successful business knows building a consistent brand will:
• BUILD brand trust
• CREATE long-term customer loyalty
• GENERATE repeat sales
Consistent Brand Colour = Trust = Customer Loyalty = Repeat Sales
Major brands use colour to their advantage. For example, Tiffany & Co., McDonald’s, Harrods, all use their same core brand colour tone, year in year out, instilling customer recognition, trust and loyalty.
Imagine if every time you saw Twitter’s logo they used a different blue. Unconsciously this could set up an expectation they are flaky and unreliable. As trust is so important in today’s online world, Twitter would be damaging the perception of their brand, without even realising it.
3 top colour tips to consider when building your trusted brand
1. Having a consistent core colour palette will create long-lasting brand colour recognition clues that impact your customers on an unconscious level
2. Build trust with your clients and customers by using colour tones that express the true, authentic personality and values of your business.
3. Apply these core brand colours consistently in all your branding literature. These colours need to extend way beyond the logo into everything that your customers see.
Being even slightly inconsistent with your brand colours is a mistake and could potentially lose you sales. You could even inadvertently find you are projecting a completely different set of brand values from those you want potential customers to associate with your business.
Colour consistency, in your business, will make it easy for your target customer to recognise your brand. This consistency will attract new customers and retain loyalty with your existing customers.
Colour is registered by the brain before either images or typography. Colour increases brand recognition by up to 80%.”
Source: University of Loyla, Maryland study
Colour is only one part of trusting a brand but given it’s the first thing our brain registers; we are already starting to formulate our thoughts as to whether this brand is right for us. By using the right tone of colours (as mentioned in point 2 above) when a customer or client comes to you, they will trust you because they will see your business is expressing itself authentically in everything it does i.e. customer service, quality and other attributes will be in alignment.
I know this sounds simple and a no-brainer, but think back to when you used a service or a product and it wasn’t what you thought it would be.
When you see Chanel, a product at the luxury end of the market, you trust you are going to get a top quality, well-made product. You would lose trust in the brand very quickly if the quality of their products did not live up to their brand values and personality, which is expertly shown through their brand colour and mark.
British Airways at one stage were seen as cold, uncaring and aloof when it came to customer service, which just happen to be some of the negative psychological qualities of blue. They lost the trust of the UK public. They have worked very hard to regain this by improving their customer care and service training. Now they are more understanding; they are listening and communicating. They are demonstrating the more positive psychological qualities of blue.
Up to 85% of a first impression – the initial perception of your business that your customer has – is based on colour alone.”
Source: CCICOLOR- Institute for Color Research.
1. Colour is one of the quickest ways to build trust. Your potential customers will be basing up to 85% of their initial perception of your business on the colours of your brand.
2. Trust your ideal clients will be attracted to your business brand instead of worrying who you might be missing out on. By using the right tone and combination of colours, your ideal clients will subconsciously know your business brand is right for them.
3. If your brand tries to be something it’s not or fails to deliver on its promise, this will become evident over time. Similarly you will want to make sure anyone representing your business upholds the values of the brand. It is very easy to lose all the trust and good-will your business has built up.
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.
Do you think colour is important in branding? What colours have you chosen for your brand and why did you choose them? Most importantly, do your customers engage with them? We’d love to hear your comments…