Business Brand Colors – Facts and Myths

Estimated Read Time 3 Minutes

One of my favorite projects is helping brands define who they are through branding.  Something clients often struggle with – whether they’re a new entrepreneur just starting out or the leader of a business that has been around for a while and now needs a branding refresh – is settling on brand colors.  Interestingly there is always a lot to unpack psychologically too.  Colors have strong associations in people’s minds.  When someone is starting or running a business, they often subconsciously are bringing their own color likes, dislikes, and biases into the picture during the branding process.  This isn’t necessarily a bad thing, but it’s good to be aware of it and to look at the whole picture of larger color theory associations.  Here I’ll share some common misconceptions about brand colors and how to work through them if you are on a branding journey or thinking about starting one.

Myth: The best way to choose your business brand colors is to just pick your favorite colors.

Fact: Although you should choose colors that you love for your business, (since you will be spending A LOT of time looking at your logo and business materials), your business colors should be one part of your overall branding.  

In fact, you shouldn’t choose any colors until you have thoroughly explored the larger overall picture of your business.  What do you do?  Whom are you serving?  How do your goods or services change the lives of your clients/customers for better?  What emotions do you want new clients/customers to feel when they discover your brand for the first time or visit your website?  How do you want them to feel when they interact with you and purchase your goods or services for the first time?  What about that journey will make them continue to follow you on social media or recommend you to their friends?  Once you have the answer to these, and other questions like these, you are ready to consider color theory and explore what colors will best communicate the values of your business.  You never know – the colors you need might have been your favorite colors all along or you might find out that they are the opposite.  Just remember that your colors are just one part of your overall branding, and the important thing is that you love the message the colors convey and that they appropriately represent your business!

Myth: We should copy the colors of another brand that is a large player in the same sector for our brand colors.  Why not build on their success with the same look and feel?

Fact: Going back to your overall brand picture, what works for each company are the things that make them unique.  If your company looks exactly like another more established business that is in the same sector, why would potential customers/clients choose you?  

The reality is that they probably won’t.  They will go with the more established company.  It has name and branding recognition and established results.  Even if your company looks visually the same, it takes time to build up your business and social capital.  Additionally, it’s never a good idea to copy the ideas of another business exactly.  Not only is it not an ethical business practice, it also makes your business look spammy.  Customers are very gut savvy.  There have been many times that I have clicked off a website without making a purchase because I just didn’t feel good about the company or wasn’t entirely sure the website was a good place to order from.  There are so many options in all sectors that potential customers and clients have many goods and services to choose from.  They won’t spend a lot of time analyzing your business when they first come across it, but they will usually have a strong first impression.

Myth: I want my company to be unique so I’m going to do the opposite of other businesses in my niche.  That way I’ll stand out.

Fact: Although you don’t want to copy the exact branding of another business, you should do your research and be aware of what other businesses in your sector are doing, particularly because there will often be some similarities in the connotations you want represented in your branding.  

You should be able to stand out as a business based on the uniqueness of your story and offerings.  Certain colors have widely accepted connotations and it may make sense to use similar colors to a competitor.  For example, a landscape architect may have the color green as part of their branding scheme.  Green is the color of grass and plants and widely associated with nature-adjacent businesses.  If you are also starting a landscape architecture firm, it would make sense to also consider green for a brand color.  Your secondary colors – the other colors in your color scheme may be different though and the shade of green might vary as well.

Myth: Once the colors are chosen and we have a logo we are all set and don’t need to worry about our branding anymore.

Fact: The power of your branding lies in consistent usage.  You build up trust and familiarity every time you use your branding in a cohesive and consistent way.  

For example, if Amazon sent products in unmarked boxes you would think about ordering from Amazon way less than if you see vans delivering packages with Amazon branding and are opening branded boxes.  Every time you see a company’s logo and branding, it becomes more familiar and you are psychologically more inclined to purchase from them or use their services.  Everything your business puts out should clearly say who you are.  The best way to do this if through your branding.  Eventually a business’s branding can become synonymous with a product.  If you see a Starbucks logo you probably instantly think about coffee.  A few businesses will reach the apex of successful branding and become a verb.  Now instead of searching for something online, most people will say that they are going to “google it” regardless of whether they are actually using google or another search engine.

Is your business ready for Brand Guideline Development or does it need a Branding Refresh?
Personalized, custom brand development is a Lynx Point Creative Specialty.
Get in touch to schedule a free 30-minute consultation!