Key Takeaways
- Understanding your ideal client is essential for selecting brand colors that resonate with your target audience. By aligning your color palette with the interests, values, and aspirations of your clients, you can create a visual identity that attracts and connects with them effectively.
- Your brand values should serve as a foundation for selecting colors that reflect your authenticity and commitment to delivering on your brand promise. By merging your personal values with those of your ideal clients, you can establish a brand reputation rooted in trust and integrity.
- Incorporating your favorite colors into your brand identity not only reflects your personality but also strengthens the connection between you and your brand. Choosing colors that resonate with you on a personal level can enhance your confidence in representing your brand and create a visual identity that you’re proud of.
Brand colors are essential for standing out in a “saturated market.” Why? Primarily because of Color Psychology. This theory has stood the test of time, proving that colors provoke certain moods, feelings, and behaviors within the human psyche. Since image-centered social media has become a booming marketing platform, it makes visual identity the creme de la creme of an effective branding strategy (significantly since color alone increases brand recognition by 80%!).
So, how do you select colors that authentically represent your brand? Here’s my 3-step process for finding clarity and curating the perfect visual identity.
- Who is your ideal client?
Take the time to paint a complete picture of your ideal client or consumer. What are their interests and hobbies? Where do they spend their time? What are their goals and aspirations? More importantly, what would they be looking for from you?
These questions will provide clarity for your color palette. For example, with The Borden Group, I work primarily with C-suite executives, business owners, and solopreneurs. I know that this specific clientele is always seeking professional support that can enhance growth. They are driven individuals who value consistent and loyal leadership. And they tend to be innovative, fast-paced workers who constantly strive for the next level in business. With this in mind, I knew my brand values would rest heavily on trustworthiness, creativity, and stability.
Once these qualities are depicted, you can use Color Psychology to find aligned correlations. Look at this article to get started, or simply run a Google search – abundant information surrounds this topic!
- What are your brand values?
The sweet spot is when your personal values merge with your ideal client’s. However, it’s essential to be clear on both. You always want to be confident that you can deliver on your brand’s promise, not just project an image that will be attractive to your ideal client yet challenging to provide.
Take a moment to reflect on your own goals, aspirations, and interests. What’s your edge in the market? These answers will enhance your brand by showcasing your unique brilliance front and center. By mirroring your passions with integrity, you will simultaneously create a brand reputation rooted in trust.
- What are your favorite colors?
Now, for the fun part, what colors do you find yourself gravitating to? While it’s assumed that branding and personality are separate entities, they are very much intertwined. Your brand is simply an extension of you! Therefore, it makes sense to build with colors you’re obsessed with and proud of.
For me, I’ve always been drawn to the color blue. I admire the strength of an ocean, the serenity of a clear sky, and the groundedness of gemstones like Sapphire. With my own background of going from corporate to successfully creating my own personal brand and business through LinkedIn™, I knew these qualities were ones I could deliver. I was able to pave my own path through consistent efforts, exponentially scale brand opportunities even amidst uncertainty, and apply that accumulated knowledge to help others do the same. All of which took immense strength, consistency, and creativity. When I dove into Color Psychology and saw that blue was also primarily associated with these traits, I knew it was the perfect fit for my brand’s visual identity.
With so much impact and influence being catered to color, I highly recommend prioritizing this step in your branding startup strategy…you won’t regret it! Have more questions? I’d love to support you; you can get in touch here. Happy branding!
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