So you're thinking of starting a new business and have come to a block when thinking about where to begin with the branding process. Well, one of the first things I would ask you to consider is colour - your brand's colour palette.
When I begin work with new clients, I always ask a heap of questions. Why? Because the more information I have, the more I understand you, your values, your brand, its values and what you want to achieve in the coming years.
Essentially, where we get to from answering such questions, is a 'brand personality'. A brand personality is exactly that - a personality of your brand. Similar to you and I, we each have our own personalities; and they will differ to each other. Try and imagine your brand as a person - what do they like / dislike? What is their favourite food & drink? What kind of clothes to they wear? Where do they shop? What values are important to them? How does their voice sound (tone of voice)?
Building a brand personality is helping to build the foundations of your brand and act as a guide to give you a clear idea of how you speak, who you speak to, what's important to you, what you look like and where you want to go.
Once you have established your brand values and personality, as well as identified what your ideal client looks like (including career, where they shop, who they follow on instagram, what music they listen to etc), we begin to look at colours.
Colour conveys characteristics about a company's personality or brand image. It can play a huge part in a customers emotions, how they engage and relate to you/your brand, and ultimately influence their buying behaviour.
Colour also helps in recognising a brand. I only have to say 'golden arches' and everyone can envisage the yellow 'M'. So it's important to get your colours right!
Below are some season colour palettes, along with some describing words. Consider which season your brand best fits. Spring, Summer, Autumn or Winter? It can be a combination of a few.
Now you know which season best fits your brand, think about your brand values and take a look at the colours below. Are they in line with your season, brand values and essence (heart and soul of your brand)?
As well as tying into your brand values, are your colours appealing to your ideal customer/client? Overall, we want to make sure that there is some alignment; it doesn't have to be exact, but so long as we have a clear steer for direction.
The final part is identifying your brand 'colour palette' which consists of main colours, accent colours and neutral colours. See example of my brand palette below:
Still not sure? This questionnaire may help! Find Your Brand Colour Palette.
Like what you read and want to work with me? I'd love to hear from you and chat! Fill out a Creative Consultation form here and let's speak soon!