The one thing you can’t forget when ‘Rebranding’ your business

At some point, you as the business owner will come to that evolutionary point known as the ‘rebrand’. For some of you, you’ll come to this decision because you have realised you aren’t attracting your ideal clients, perhaps you feel you have outgrown your business, or maybe you inherited the business or it just doesn’t feel right. Now typically when you go through a rebrand the main elements under review are:

1. Logo

2. Type face (font)

3. Images

4. Copy (the words)

But there is something else. Have you stopped to think about what the COLOURS are actually saying about your business brand? How many of you have thought about the actual colours beyond whether you like it or not?

“Colour goes beyond mere decoration…”

There is so much more to colour than just mere decoration. Did you know that colour is registered by the brain before both images and typography? This means the colours you choose for your business branding plays a key component in your business brand’s identity and messaging.

Colour is more than just a visual experience; it influences our mood and our behaviour. Established research into theories relating to the psychology of colour suggests each colour tone has specific effects that influence us on all levels; mental, emotional and physical.

“Think of colour as a subliminal language, another way to communicate and to attract your ideal clients…”

When we see colours, they are sending unconscious messages in a language that we understand instinctively, the language of emotions. Understanding this helps us to understand the benefits of using colour consciously to best effect and to make those all-important sales.

“Shoppers place colour as a primary reason for when they buy a particular product”  KISSmetrics

Major brands use colour to their advantage

Major brands use their brand colours to engage with their customer’s emotions and encourage them to buy.

Let’s look at Coca-Cola. Over the years their packaging and logos may have changed but they have kept their bright red brand colour. They understand the emotional response, the emotional connection this tone of colour elicits in us, the consumer. In this context they are tapping in the qualities of red that speaks to us of energy, power, stimulation and upbeat emotions; People who drink Coca-Cola have a good time.

Colour transformation

The right colours sell your product or service. There is no doubt about it.

“Never underestimate the psychological impact of your business brand colours on your bottom line.” 

Your distinct brand colours will:

  • Grab attention – attracting your ideal customers
  • Work directly on your prospective customer’s feelings and emotions
  • Stand out from the crowd – differentiating your brand from your competitors and making your brand memorable
  • Build trust – using the same colour tones consistently in all your branding literature and products increases brand recognition.

By choosing the wrong colours, that is, using colours that don’t express your business brands personality and values, you risk repelling your ideal customers and prospects. Getting the colours right distinguishes your brand as one that expands instead of one that just fades away.

3 Tips to choosing the right brand colours for your business brand personality

1. Identify your business brand personality by establishing your core business values, aims and principles.

2. Select the tonal colour group (colour patterning) that best represents your business brand personality.

3. Select the colour/s and tones of those colours whose psychological properties best express your business brand.

Please be aware, the impact of the colours can change when colours are combined and their intensity changes.

Once you have identified your brand colour palette based on the brand’s personality and values, and are using it in your marketing literature and everywhere in your business, you will begin to attract your ideal clients and customers.

The major brands take this very seriously as they can’t afford to lose potential customers. For example, the UK brands Agent Provocateur and Rigby and Peller both sell lingerie yet each has a very distinct brand personality, attracting very different types of customers and this is reflected in the tonal colour group and actual colours they have chosen for their brand colours.

Communicating through colour

As a business owner how much thought have you put into the tone and combination of colours that represent your business brand? Do you know what they are actually saying Surprisingly, most business owners use colour as decoration or as an afterthought. Instead think of colour as a subliminal language, another way to communicate and to attract your ideal clients. Used to its full effect, your branding colours will give you the competitive edge, elicit the right emotional response from your prospects, and significantly increase your sales.

Karen Haller

Karen Haller is one of the leading authorities in the field of applied colour psychology. She is an internationally renowned business colour and brand personality expert, helping clients from across the globe transform the branding image of their business. She has consulted, trained and worked on campaigns for a number of prestigious brands including 3M Post-it, Thomas Pink, Humanscale, Dulux, Orange Mobile, Logitech and The Peggy Porschen Cake Academy. Karen is regularly featured in the UK’s leading magazines, newspapers and on radio. She is a published author, consultant, tutor and speaker on the subject of colour psychology, Colour Intuition™, colour association and colour in culture. Karen Haller runs her own colour and design consultancy specialising in the science and psychology of colour and how that is applied to business branding and interiors. When it comes to the design process Karen believes it starts with understanding the authentic personality whether that is of an individual or a business, revealing the colours and design that expresses their true identity. Karen is a co-author of the leading industry book Colour design: Theories and applications, the first of its kind bringing the arts, science and applications together. Karen was commissioned to write chapter 20 - Colour in interior design, discussing the use of colour in both residential and commercial interiors. Karen speaks regularly to businesses and industry professionals on the importance of colour. She has given talks at Grand Designs LIVE on her Colour Intuition™ system and spoke at the prestigious industry Clerkenwell Design week on the importance of colour and how architects and interior designers have an incredible social responsibility with the colour choices they make. Karen is also a trustee of the Colour Group of Great Britain and on the advisory board of the charity Color Cares. Visit for your free e-book on ‘7 Mistakes Most Business Owners Make with Their Branding Colours’. You can connect with Karen by clicking on the icons below.

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