In today’s crowded marketplace, your business needs to stand out. One of the most effective ways to make a lasting impression is to develop a strong and recognizable brand. From your slogans to your buildings to your products and services, your brand is your story. Using colour to tell that story is one way to engage customers because colour already comes with its own emotions – its own story. Harnessing the story of a certain colour and blending it seamlessly into your story will help solidify your brand, making it unforgettable.
What's your colour?
The world of architecture and design has long known the power of colour. Different colours communicate different meanings, and the most successful brands use those predetermined meanings to amplify their story. The colour red is often associated with power, energy and passion. Yellow may evoke a sense of joy, optimism and happiness. Green is most often associated with nature, the environment and health. Blue brings with it notions of peace, harmony and security.
The absence of colour in the form of white is often taken to mean cleanliness, peace and precision. While black can mean sophisticated, formal and elegant. All that being said, an individual person may have strong personal ties – or negative reactions – to certain colours due to past experiences, cultural upbringing or preference. Thus, how a colour is used in the context of your specific brand is the most important deciding factor.
Colour and Brand Identity
Did you know the brain processes visual stimuli faster than text? This means that even though any text associated with your brand is important, the design and colour combination of a brand’s logo, headquarters, website and so on create a visual representation of its story. These elements should illustrate the brand’s identity and values. It’s also important to select colours that truly are in line with your brand. For example, a brand offering sombre services using vibrant and bold colours to tell their story would create a disconnect in the minds of their clientele. Alternatively, a brand promoting something fun and engaging would be amiss to select all neutrals.
The Story of a Brand
Because repetition of a colour can strengthen brand awareness, it’s important to tell your brand story via colour in all outlets. The extent to how you do this is, of course, up to you. When it comes to your building’s exterior, you need to decide how much – and in what format – you want your brand and colour story to be displayed.
Perhaps your logo on a clean white building will best convey your message. Maybe you want to use your brand colour as an accent – trim, doors, decorative pieces. Or you could go all in, with a building clad entirely in your brand colour. The most important factor in deciding how to use your colour is what works best for your business. Ask yourself:
What do you want to communicate to your customers? And what do they want/need from you and your brand?
These are important questions – and ones that aren’t always easy to answer. At Cadillac Coatings, we are colour experts. Not only can we help you curate your brand’s colour story, we can also custom match any existing colours. Want your siding colour to exactly match your logo? We can do that! Plus, our environmentally friendly powder coating process means your story can be told in an eco-conscious way.
So, what's your colour?
To find out more about how we can help you find your colour contact us today!