The Importance of Colour in Branding

The importance of color in branding cannot be overstated. Color has the power to evoke emotion, set the tone, and communicate the right message to your target audience. It is essential for creating a successful brand identity.

Color is one of the most powerful branding tools available to marketers. It can be used to differentiate your brand from competitors, create an emotional connection with the consumer, and convey a message about your company’s values and culture. Whether you’re creating a logo, making a website, or designing a product, color is an incredibly powerful tool for creating a powerful brand identity.

Studies have shown that people make snap judgments about a product within 90 seconds, and up to 90% of those judgments are based on color alone. This means that choosing the right colors for your brand is incredibly important. Different colors can evoke different emotions, from trust and reliability to excitement and energy. Therefore, it’s essential to choose colors that will create the right feel for your brand and appeal to your target audience.

When it comes to choosing colors for your brand, it’s important to consider the psychology of color. Different colors can evoke different feelings. For example, blue is often associated with trust and reliability, while yellow is associated with energy and optimism. It’s important to consider the emotional impact of the colors you choose, as they will create an immediate impression on your customers.

The right color can also help set the tone and mood of your brand. Colors can be used to create a specific atmosphere and evoke certain emotions. For example, a calming blue can create a sense of relaxation, while a vibrant red can create excitement and energy. Color can be used to create the perfect atmosphere for your brand and create an emotional connection with the consumer.

In conclusion, the right color can make or break your brand. It has the power to evoke emotion, set the tone, and communicate the right message to your target audience. Choosing the right colors for your brand is essential to creating a successful brand identity. Consider the psychology of color and the emotions it evokes, and use color to create the perfect atmosphere for your brand.


Does your company exhibit signs of a strong brand? Besides being easily recognized by current and potential clients, a brand provides employees with direction, communicates values and purpose, and represents the sum of perceptions about a company. Branding goes far beyond logos and imagery and goes deep into a business’s identity, and how it wants to be perceived and experienced by people internal and external to an organization. Creating and maintaining a powerful brand is an art, and these seven signs of a strong brand are excellent indicators if you are on the right path.

  1. Purpose

Knowing your why will help define your purpose and be the core value of your business, a nucleus for everything else that’s created afterwards. Your purpose will help you stand out from competition and be a point of differentiation compared to other businesses in your market. Knowing your business’s why will help establish intent and make way for more functional goals such as the need to make money and the desire to provide the best service in your industry.

  1. Consistency

Consistency is important as it leads to brand recognition which is what all brands hope to achieve. Ensuring all communications are cohesive and relevant to the brand’s purpose will ensure consistency across all messaging both internal within the company, and external to potential customers, suppliers and competition. Consistency must be achieved by way of action (this forms part of the corporate culture), appearance and messaging. To address the visual aspect of brand consistency many businesses have style guides for reference and clarity.

  1. Emotion

By working with a customer’s innate desire to belong and be part of something, businesses can build a tribe of loyal followers who are emotionally tied to a brand. By connecting with your customers on a deeper and more emotional level you will strengthen your relationship, appeal to their emotions and increase brand loyalty.

  1. Flexibility

Although consistency is a core aspect of a powerful brand, flexibility will help brands stay relevant in today’s fast paced business world. To distinguish the two, consistency must be maintained at a high level, ensuring imagery, messaging and culture remain stable. Flexibility is important when it comes to executing campaigns, dealing with changing workforce dynamics and staying on top of industry changes.

  1. Internal Engagement

Employees are the face of any company and therefor need to be the most cherished brand ambassadors that you have. Ensuring employees are living and breathing the company’s brand, are signed up for the corporate culture and are aligned with the company’s purpose, will help create consistency across all areas of the organization.

  1. Loyalty

Loyalty is what keeps the business flowing and converts a one-time customer into a life long brand ambassador. Reward loyal customers and be sure to make them feel like they are part of something special. The cost to obtain a new customer is significantly more then retaining a current customer, encourage brand loyalty by showing your customers sincere appreciation.

  1. External Awareness

No business operates in a silo and having your finger on the pulse of your external environment, including your competition, will help strengthen your brand strategy and identity. Take a close look at your competitors and find out what they are doing well and not so well, can you improve on anything they are doing or learn from their mistakes? Anticipate market trends and ensure your brand is staying flexible amidst changing environments.

Not sure if your brand passes the test? Let us help you. Specializing in brand development and strategy Cloud9 Marketing can help your business achieve a brand that ticks all of the boxes.