The strategy of associating a color with a brand is not new, but this key resource for a company’s image is now being better used. In a competitive market like the current one, defining all elements of the brand well – typography, color, its image, its values ​​– is more important than ever.

Brands need to be built in the minds of consumers over time. For a brand to mean something to its audience, the most important thing is that it conveys an idea clearly and does so consistently, year after year. There are a number of formal elements that can help a brand become more effective and more quickly established in the consumer’s mind. For example, when we associate it with music, a character, a phrase or… a color.

strengthening the brand

The color is a wink to make the brand more recognizable. It’s a way for people to recognize it, because when they see a certain color, a certain company can spring to mind. The profitability of associating a color with a brand is not immediately measurable, although it is relevant given the tendency to include it in ads (e.g. the orange account or Think Green). Brands and colors save a company a lot of money because people recognize it much better.

make a difference For the vast majority of companies, brand is the greatest differentiator they have compared to the competition. Anything that makes the brand recognizable and different from others in the same industry is very important. Every brand is interested in being recognized largely through colour. When advertising for a brand is broadcast on television, the color that characterizes it increasingly stands out.

Nothing random. Despite the importance of color, it does not always have the same meaning in the world of communication and advertising. There are companies that happened to have a color many years ago, like Renfe’s blue, which was replaced with purple. But now nothing is left to chance. Companies are currently thinking a lot about which color they want to identify with. However, there are cases where certain colors are chosen because “they are free”, meaning they have not yet been chosen by another competing company.

connecting ideas

But the brand must not be just a color for the public. There has to be a strong and relevant idea that represents it.

The color can outweigh the brand. It’s obvious that there are brands that exploit their identification with a color more than others. There are even colors that can replace the brand. For example, there is talk of the orange bank in relation to ING and the green beer in relation to Heineken. In short, these are tricks for the public to remember the brand again. Customer identification of the color is also a function of the intensity with which the brand is promoted.

Simplicity. One of the rules recognized by advertising experts is simplicity. Therefore it is recommended not to play with more than one color. We must tend towards simplicity and unity. The color, the brand, the letter, etc. They must be one, although it is true that some brands use multiple colors.

Another important thought is that color is usually associated with a brand, not a specific company. For this reason, when a group has different marks, they usually distinguish them by color.

How to choose the color

The choice of color should not be considered a side issue in a company’s image. When chosen well, color can become a brand’s primary identity feature. Some, like black and white, convey an image of seriousness and sobriety, while others, like red or yellow, are perceived as something more fun and even aggressive. Choosing the most appropriate one for each business depends on the style you want to communicate and the type of audience to which you are addressing your product or service (male or female, children, teenagers, adults…).

target audience. Two important factors are pointed out in order to select the most suitable color. On the one hand, it may depend on which segment of the population we are targeting. For example, if our target audience is young and we chose the color blue, we can use an electric blue.

heaviness. But the choice can also be made depending on the seriousness that we want to convey through the product. Some newspapers use black and white logos because they want to convey a sober and serious image. What stands out the most is the black on white.

competition for reference. The colors already used by the competition can sometimes serve as a reference. But which is better, avoid them or copy them? Sometimes a color is chosen because it sets you apart and sometimes because it makes you equal to another brand. If you’re marketing a cola drink and want to capitalize on the market leader’s pull, choose red to make you look like Coca Cola and potentially mean you’ll sell more. However, if you want to compete and stand out like Pepsi does, adopt a different color, in this case blue.

White marks. Own brands are becoming more and more common in supermarkets and are gradually taking up more and more of the space dedicated to them. These brands tend to imitate the colors and shapes of other existing and successful products in order to leverage their appeal.

The meaning of colors. Another factor to consider is that each color can have different meanings or connotations in each country or culture, depending on tradition, history, beliefs, etc. For example, green is the color of hope, but also the color of envy. Furthermore, the color chosen by a brand does not have to be precisely identified with these general connotations, but can lead to different perceptions linked to the economic or business sector to which it belongs.

Tradition also weighs

Not all colors associated with brands that we know are the result of a recent, intensive and planned marketing campaign.

Create an image. Typically, when creating a brand, the corporate identity professional looks to the predominant shapes and colors of the industry to imitate or avoid resembling them. Technical aspects are also taken into account, such as reproducibility in different printing systems.

color change. Some brands that already have a corporate color may decide to change it at some point. The reasons can be varied: renew image, modernize or simply adapt to a new situation: For example, if your target group has changed.

In these cases, all the elements of the brand are usually reconsidered: the logo, the letter, the shapes, the color, etc. In the latter, the company will avoid such basic colors as they probably had before, and look for shades of green, shades of blue…

company management