Developing a branding strategy and identity is a vitally important process. Acting as the face of your company, how your business is branded
can have a significant effect on the success of a product or service. There are countless elements that go into creating a logo and brand identity, from the fonts, to the colors, image, style, target audience, etc.
Although each of these elements play a crucial role in a brands success, one may play a larger role than you would expect. A recent study found that consumers make a subconscious judgment about an environment or product within 30 seconds of initial viewing. Furthermore, research showed that between 62% and 90% of that assessment is based on color alone. Now take a step back and think of some of the World’s most recognizable brands and what color represents their identity.
You will likely find a few greens (BP, John Deere), a few oranges (The Home Depot, Nickelodeon), a lot of reds (Netflix, Target, YouTube), but the vast majority of major global organizations will be represented by a similar shade blue. Companies including P&G, Wal-Mart, IBM, Ford, Dell, GM, Barclays, Facebook, AT&T, Pfizer, Nokia, Samsung, and countless others are not only represented by the color blue, but are all nearly identical in the shade of blue that is chosen.
Color is an incredibly strong trigger of memory and emotion, quickly assisting in the development of a personal connection or disconnect with a particular product or environment. So why blue? Blue represents progress, intelligence, freedom, neutrality and a sense of calm. It is not flashy, nor is it gaudy, but it is effective in establishing trust within potential customers.
As your business looks to improve sales and grow upon 2011’s profits, it is important to view your brand identity from the perspective of your consumers. What is the first thing that comes to mind when you glance at your brands identity? Ask the same questions to unbiased viewers, utilizing their word associations to evaluate whether or not your current brands message is what you want to be communicating to consumers. Something as simple as color can make a noticeable difference on the bottom line.