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Brand personality

Expressing your Brand’s Authentic Colour Personality

If your business projects one thing and then delivers another, your brand is not being authentic and let’s face it, as customers we hate to be deceived.  Do you know your brand’s Authentic Colour Personality?

You know when you really connect with someone and it just feels right, it is their authentic self you are connecting with. You know pretty quickly if what they are showing you is the real thing. It’s exactly the same with your business.

Are customers connecting with your brand?

Each brand has an authentic personality. Some are very clear to see, others aren’t. If a brand doesn’t feel authentic or consistent you may not know why, it just won’t feel right. You may even decide to purchase from one of their competitors; potentially they will lose you as a customer.

When your business brand’s personality is authentically expressed, your current and potential customers will know:

EXACTLY what your business brand stands for
HOW TO CHOOSE your services and/or products with confidence

You will also be able to:

CONVERT prospects to customers more quickly
SELL without actually having to ‘sell’ as they already know what your brand stands for

A brand is an emotional association, an emotional connection between your business and your customer.

As consumers we are becoming more and more brand savvy. We are buying into personalisation, wanting an emotional connection with a business brand. As human beings we have an innate need to belong to a tribe. Identifying emotionally with a brand has become a way to belong to a tribe.

A brand isn’t a brand to you until it develops an emotional connection with you. – Daryl Travis, Emotional Branding

Connect with colour

The quickest and easiest way to emotionally connect with your ideal customers is through the use of colour. You will want to attract your ideal clients, not repel them. If your brand looks one way, yet behaves in another, it more than likely means the values the colours are projecting, aren’t in alignment with those of the brand.

Brand values are qualities displayed when your business is working at its best. They are qualities you and your staff can uphold. What values are important in the context of your business? We find ourselves instinctively drawn to brands that resonate and uphold the same or similar values to our own. The core values of your business brand can be expressed subconsciously through using the right tone of colour, the right combination and proportion.

 85% of shoppers place colour as a primary reason for when they buy a particular product.” – Source: KISSmetrics

You may have noticed this year that a major supermarket chain decide to ditch their own well-known, well recognised branding colours. Surely if your brand is well recognised you would want to maintain that brand recognition. This is only a hunch, perhaps they thought the only way to successfully launch their new range was to distance themselves from any negative association of their current range. If consumers saw the same packaging and the same colours, would the range carry the same negative association even though the quality of the product had improved? Given 85% of shoppers place colour as a primary reason when they buy a product it’s highly likely this could happen.

The irony seems to be this supermarket’s own branding colours are no longer of value for expressing the personality of their basic range. It may be worth their while to review their own brand identity and instill it throughout the company so their brand colours regain value…

This is a great example of how far a brand may have to go if it projects one thing and then delivers another; your brand is not being authentic and let’s face it, as customers we hate to be deceived.

4 steps to choosing the right brand colours

1. Identify your business brand personality by establishing your core business values, aims and principles.

2. Select the tonal colour group (colour patterning) that best represent your business brand personality.

3. Select the colour or colours whose psychological properties best express your business brand.

4. Be aware the impact of the colours can change when colours are combined and their intensity changes.

Once you have identified your brand colour palette based on the brand’s personality and values, and are using it in your marketing literature and everywhere in your business, you will begin to attract your ideal clients and customers.

The major brands take this very seriously as they can’t afford to lose potential customers. For example, the UK brands Agent Provocateur and Rigby and Peller both sell lingerie yet each has a very distinct brand personality, attracting very different types of customers and this is reflected in the tonal colour group and actual colours they have chosen for their brand colours.

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. 

Have you found this statement to be true? Do you think your branding colours have affected your business and/or did you notice a difference in sales when you changed your branding colours.

Further reading
Business Branding: Why Colour Matters 

Share this article if you found it useful! And leave a comment in the box below. We hope to connect with you soon.

About Karen Haller

Karen Haller is one of the leading authorities in the field of applied colour psychology. She is an internationally renowned business colour and brand personality expert, helping clients from across the globe transform the branding image of their business. She has consulted, trained and worked on campaigns for a number of prestigious brands including 3M Post-it, Thomas Pink, Humanscale, Dulux, Orange Mobile, Logitech and The Peggy Porschen Cake Academy. Karen is regularly featured in the UK’s leading magazines, newspapers and on radio. She is a published author, consultant, tutor and speaker on the subject of colour psychology, Colour Intuition™, colour association and colour in culture. Karen Haller runs her own colour and design consultancy specialising in the science and psychology of colour and how that is applied to business branding and interiors. When it comes to the design process Karen believes it starts with understanding the authentic personality whether that is of an individual or a business, revealing the colours and design that expresses their true identity. Karen is a co-author of the leading industry book Colour design: Theories and applications, the first of its kind bringing the arts, science and applications together. Karen was commissioned to write chapter 20 - Colour in interior design, discussing the use of colour in both residential and commercial interiors. Karen speaks regularly to businesses and industry professionals on the importance of colour. She has given talks at Grand Designs LIVE on her Colour Intuition™ system and spoke at the prestigious industry Clerkenwell Design week on the importance of colour and how architects and interior designers have an incredible social responsibility with the colour choices they make. Karen is also a trustee of the Colour Group of Great Britain and on the advisory board of the charity Color Cares. Visit www.karenhaller.co.uk for your free e-book on ‘7 Mistakes Most Business Owners Make with Their Branding Colours’. You can connect with Karen by clicking on the icons below.

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2 comments

  1. HI Karen,
    Thanks for this post. Having just changed my brand colours you have given me more ideas on how to really put the finishing touches to my website and marketing material.
    Very valuable post.
    Thanks,
    Charlene

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