05 May Brand Consistency: How The Right Colours Paint The Perception Of Your Business
Brand consistency is the pattern that businesses use to deliver messaging that is aligned with their brand’s values, using similar visual elements in every graphic and piece of marketing material. This pattern ensures that the logo, colours, typefaces, and brand communications remain consistent so the target audience can easily recognize it among the competition. Brand consistency is a critical element in building awareness, growing recognition, and developing trust with customers. In fact, next to differentiation, consistency is the second most important principle of branding. If you want your brand ingrained in customers’ minds, consistency is critical.
Colour plays a major role in brand recognition
Colour is often the first thing someone will remember about a brand. For example, when we see red and white, we think of Coca-Cola. Choosing business colours is never a haphazard process – rather, it’s an intricate process that considers how to favourably impact the behaviour of the target market. This is backed up by studies on colour psychology concerning human behaviour. According to these studies, colours elicit certain emotions in human beings.
As a business, your aim should be to choose the colours that cause desirable emotions in your target audience. In fact, consumer research has shown that colour-appropriateness, in relation to the product or service, is far more important than the colour itself. This explains why most herbal products use green as their primary brand colours. It also explains why many feminine products opt for pastels and other soft hues – to elicit certain emotions.
Many factors shape perception. Cultures, values, demographics, and geographical affiliations all play a role in creating perception. When choosing a brand colour, businesses should conduct an in-depth study of colours and their meanings. The intention is to influence the subconscious mind, which in turn, influences conscious decisions, like buying.
For instance, when we consider age as a factor, we would look at what would influence younger versus older audiences. Where a young audience might prefer bright colours, an older audience might find them too bold. Vice-versa is also true. To brand a product of service that targets a younger audience, you’ll miss out on their a
attention if you use muted colours. This is just an example – a lot more goes into play when selecting colours.
What has this got to do with wall colours?
Extending your branding into your interior space helps you further enforce and cement brand recognition. You can use everything from the wall colours to the furniture to enhance your brand. To create a cohesive interior space that promotes your brand, an interior space mood board comes in handy. When customers and prospects step into your office, you want them to be comfortable with the branding colours outside and inside.
If you thought branding ends once the logo is designed, you’re missing out on a huge opportunity to increase awareness and promote your products. Your interiors can go a long way in shaping customer perception and increasing brand recognition. At Pinnacle Painting, our expert Winnipeg painting services will come in handy in your efforts to promote your brand. For both interior and exterior painting, we make sure we deliver exceptional results – that’s what keeps our customers coming back!