Our post yesterday sparked many interesting questions that have inspired a series. Color selection in branding and marketing is a process. It involves analysis both of the individual/team or company as well as their target market. The brand should reflect a combination of both the client and the market.
Choosing colors for a brand necessitates understanding the use of color in terms of its impact: emotional, symbolic, and mood projected. Moods can be serene, earthy, playful, powerful, mellow, traditional, unique, elegant, and luxurious to name a few. Moods are communicated with color combinations.
Children are naturally drawn to bright colors. Bright colors are happy, cheerful, energetic, and project a playful mood. Toy and playground manufacturers produce toys in bright color combination, for this very reason.
When you work for a company, and develop your personal brand, their brand becomes an endorser brand, which in most cases have to printed on your cards, marketing materials, and website. Sometimes, brand colors clash, and there are solutions for elegant integration.
One of our first projects involved creating a luxury real estate brand for an agent working with a company whose brand colors are red, white and blue. The color combination is not perceived as a luxury. It is symbolic of Middle America, Mom, apple pie, all things quintessentially American. Some well-known brands with that combination are Budweiser, Chevron, Pepsi, NFL, Chicago Cubs, and American Airlines.
Based on her color preferences and the marketplace, she was working in; we created a brand in burgundy, accented it with a metallic gold, and a cream color for the body of the marketing pieces and website. At first, this clashed with the initial company brand, and they later came out with a single color logo that was complimentary. As her business boomed, she opened her own firm, and eventually sold the brand and website for a significant sum.
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.
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