Blog : Branding

Small Business Promotional Ideas for March Madness

STANCE has a few promotional ideas for March Madness to offer small businesses.

First, some eyebrow raising numbers.

  • Last year, the NCAA men’s tournament’s Final Four match-ups and Final brought in $198.5 million in advertising revenue for CBS and Turner Sports, according to Kantar Media.
  • Each game last year averaged 10.7 million viewers, according to thestreet.com.
  • CBS-Turner is committed to $11 million over 14 years of March Madness Broadcasting, according to Forbes.
  • The American Gaming Association predicts that $9 billion will be bet on March Madness.

HUGE numbers!

The thing is sports have a powerful pull on our minds…and wallets. Whereas major brands compete for attention, just in the hopes that we might like them; sports have a natural ability to excite passion by providing competition. And we LOVE them for it.

Companies need to take advantage of this! I’m not suggesting you pony up and raid the couch cushions to buy ad placement, because you won’t be able to. Prices at $10 million for ads might just be out of reach.

We don’t fall in love with brands easily, but with sports, we fall in love extremely easily. Supercede all those trust issues by doing marketing promotions geared towards those passionate fans.

Bracket Contest

Not hard to do. Fans love filling out brackets, give them one more to fill out, but offer something special. $500 off the next purchase, maybe? By running a contest you are stating that you are brand that knows how to enjoy themselves, you are in touch with fans desire, and it will create excitement. No one is going to turn down a free opportunity to win something and the interaction will be outstanding.

Local Team Support

Local team in the tournament? Our isn’t but yours just might be. Show your support by running a promotion that offers fans something if the local team makes it to the Final Four. Or directly support the team by offering promotional items. College kids love free stuff.

Create Your Own Bracket

Let’s say you have a bunch of different products. Eye-wear, accessories, shoes, magazine, etc. Create a bracket that fans can vote on. Rank your items according to past sales, and round by round have fans vote on their favorites. This accomplish two things. First, it makes you unique. Second, it allows you to gain insight into customer trends. Did the fourteenth ranked purple paisley shirt make it to the Final Four? Might want to start pushing it more.

Whatever the choices may be for March Madness, be careful. “March Madness,” “Final Four,” and other similar terms are all trademarked. Only official partners are allowed to use these terms in promotions. Don’t push it. If you are hosting these contests online, anyone can report you, and if you are reported, don’t expect to get away with it.

 

The 3 C’s of Building a Strong Brand

The 3 C’s of Building a Strong Brand

With clutter in current marketplace, building a strong brand is more crucial than ever. The 3 C’s of building a strong brand simplify the sometimes daunting brand development process. They are the basic building blocks of any strong brand that exists.

One thing is certain: A brand has to be nurtured- and it takes (a long) time to successfully build any brand.

In addition to time, it takes thought and consistent application. But it does not have to take big budgets. It just requires you to embrace a mindset that requires both discipline and passion. It’s about caring for the bigger picture and the smaller details- all at the same time.

[inlinetweet prefix=”” tweeter=”stancebranding” suffix=”#STANCEBranding”]When building your brand, adhere to the 3 Cs and your results will make you proud.[/inlinetweet]

C1: CREDIBILITY

A brand has been described as “everything you say and everything you do.” Brands are built on trust. Trust is gained by delivering on each promise you make. A credible brand will always align the way it behaves with the way it is portrayed (or the promises it makes). This close connection will ensure that your customer’s instinctive reaction is one of trust and belief in your brand not one of doubt and uncertainty.

C2: CLARITY

A strong brand is based on clearly defined values, that are important to your customers and that differentiate you from your competitors. Take a (meaningful) stance. Do this by understanding, establishing and communicating what you stand for. A clear understanding of your values throughout your business will ensure that they are communicated clearly through “everything you say and everything you do.” When you don’t stand for something, you’ll fall for anything.

C3: CONSISTENCY

The value of a brand comes through recognition and recognition comes from consistent application of every visible manifestation of your brand, at every ‘touch point’ that your customers experience your brand. Create brand guidelines, not only for your visuals, but also for your values, systems, processes and everything in between. Ensure every employee clearly understands & applies these guidelines- consistently.

 When all is said and done, strive to build a meaningful brand.

Are Kids Using Social Media to Build Their Brands?

Are Kids Using Social Media to Build Their Brands?

Is it possible that our children are using social media to build a brand?

I had the oddest thought the other day when I sat down to write about social media as a powerful business communication tool.  As I watched my son staring at his phone for what seemed like an hour I had to ask him what he was doing.  He explained he was checking his Twitter, Facebook, Snapchat, and Instagram.  It dawned on me that he in essence is creating his own brand using the very tools businesses use to market themselves and increase their brand awareness.

As with any business that uses social media to market to the masses our children unknowingly exhibit the same attributes.

Why would I say this?

Well, one day a college recruiter/scout or future employer may want to know who they’re bringing on board and one of the first things they’ll do is check their social media to get a good picture of their values and type of life they live. They want to know what this person is about just as a consumer wants to know about a product or service.

A survey commissioned by the online employment website CareerBuilder has found that 37 percent of hiring managers use social networking sites to research job applicants, with over 65 percent of that group using Facebook as their primary resource.

The data is based on a nationwide survey conducted by Harris Interactive in February and March, according to a press release from the company. Researchers asked more than 2,000 hiring managers and other human resources employees if they use social networking sites to inform hiring decisions and, if so, what kinds of information they looked for and whether or not those findings hurt candidates’ chances.

Researchers found that 37 percent of the companies surveyed used social networking sites to pre-screen candidates, and 11 percent said that they planned to start doing so in the future.

To maintain a positive brand, here are a few simple rules that should be considered when using social media:

1. Keep it Clean

In a world where big brother is always watching and information never goes away, the content should be free of bad words, thoughts and actions.  The message has to be clean.  If I went to a company’s social media site and saw they used bad language or it contained violent content I wouldn’t be interested in their product/service.

 

2. Be Diverse

social media marketing

I looked at all of my son’s social media accounts and wondered why he needed to have so many.  As I looked at his friend lists I noticed he reaches a diverse target audience and gets a lot of information from different people.  By having the various accounts he has created a huge network of followers and it continues to grow daily.  I began to truly understand why companies use various social media tools to market to their customers.  It’s almost key in increasing your social network and target audience.

 

3. Keep it Positive

I remember the first time my son signed up for Instagram.  His dad told me to look at the page and pointed out it tells you his story and what he values most.  As I scrolled through his pictures and posts I could see he’s into sports, family, friends, and having clean fun.  I didn’t get the impression he was a bad boy, I could see he’s a good, well rounded kid.  Anyone who uses social media is basically telling a story about themselves, they’re communicating a message to an audience. That is what branding is all about. Aim at building interactions that evoke positive emotions. You only get one first good impression and one shot at selling your story.

 Think Different

All in all, after watching my son I found it interesting that at the end of the day he uses social media just as a business uses it to communicate with their customers.  The content he shares or the friends that he has are critical to his image/personal brand.

Anything negative can potentially have an adverse affect on his future.  Doesn’t this hold true for businesses and the the content they communicate to the outside world?

I never thought of my son was using social media to build a brand until I saw him using social media. When I thought about how businesses use it to communicate I realized that’s truly what my son is doing.

The Power of Social Media

He has access to free marketing, has a huge network of followers that he communicates with on a regular basis, and he’s telling a story that others will look at.  Be responsible with how you use social media because if you’re not careful, it can come back to bite you!

Checkout this infographic: Reppler provided statistics from 300 professionals involved in hiring.  

What they’ve found is companies are relying on Facebook and Twitter more and more to recruit people because they’re looking more into the person’s character opposed to just their work history.  Recruiters are looking at social media early in the hiring process.  Companies want to know what surprises might be lurking from new hires, Indeed profiles or stellar resumes simply doesn’t cut it anymore. 

Ways Employers Use Social Media to Recruit
Ways Employers Use Social Media to Recruit
Rebrand -You Need To Let Go

Rebrand -You Need To Let Go

[inlinetweet prefix=”” tweeter=”amd5555″ suffix=”#rebrandbreakup”]Going through a rebrand can be difficult. Like a break up. We didn’t necessarily end badly, but we still can’t be together. We need to let go.[/inlinetweet]

Let go of the negativity, let go of the bad memories, but still hold on to what makes you, well you. Because you’re cool! You just had someone else who made you seem less cool-and that sucks.

 

Rebranding is exactly the same. Your brand is cool. You already have traffic to your business, a well developed customer base, but you’re still lacking IT. You’re not where you want to be with your business, just like after a break up, you’re not where you want to be in life.

break up

So follow me through a post-breakup journey!

After a break up,

you probably change your look- a new haircut, new hair color, change outfit styles (btw, those shoes totally rock). How about a logo redesign for your business? Lets freshen up those colors, cleaner edges, a newer font! Because he was so last season…

After a break up,

you want to reconnect with your friends and the people you lost touch with when they were your everything. How about a customer survey or a social media campaign? Get to know your customers. Find out what they love about you, find out what they think you need to change (aside from drowning in your post breakup tears), and find out where they see you going. Their information is super valuable and FREE. They love you! They’ll do anything to see you succeed! Keep them around and use them to your advantage. It’s a win for you to have their input. It’s a win for them to see you flourish.

After a break up,

you want to be single. Single means you’re meeting new people, trying new things, and trying to find yourself again. Perfect! Find new customers, trying something fresh and hip-go with the times, but don’t lose that edge that made you different from everyone else. During the peak of love, we become comfortable, like our partners, satisfied. Single means we have a new lust for life! We become addicted to what the world is doing, and we want to become a part of it. Rebrand yourself! Rebrand your brand!

The hardest part after a break up is seeing things that remind you of that person wherever you go. “Oh, that’s where we shared our first milkshake together. That bench is where we had our first kiss. That new job is where he found his new girlfriend!”  <–that was a joke…

Anyway! It is hard, but nothing good is easy. We must strip ourselves of anything that is them, without losing ourselves, our core. Don’t go back! Doesn’t matter how many times they text you saying they miss you, or show up at your window with a boom box playing 80s classic rock. Doesn’t matter! You’re better than that! You’re on your way to doing great things.

I don't care how cute he is or if it completely melts your heart!
I don’t care how cute he is or if it completely melts your heart!

 

A rebrand is just the beginning.

 

Brand With A Purpose-Someone Cares

Brand With A Purpose-Someone Cares

Ladies and Gentlemen, we have found a Meaningful Brand with a Purpose!

At one time or another, everyone suffers from what life throws our way. But, there are times when what’s thrown is more severe than anything we thought we can handle, and it usually happens at a time in our lives when most vulnerable-our teen years. What do we do? Who do we turn to? How can we move on? Most of the time when we experience something like this, all we really need is someone to be able to empathize with us-someone to tell us they care. We have found a brand with a purpose who can show us there is someone who believes.

Someone Cares

Brand with a purpose Someone Cares is a brand telling you that you can do whatever you set your mind to, you can succeed. [inlinetweet prefix=”” tweeter=”@amd5555″ suffix=”#brandwithapurpose”]Whether you or your teen suffer from Body Image, Self Esteem, Bullying, Stress and Anxiety, Drugs and Alcohol, or Self Harm, these problems can be resolved with someone proving they care about what matters-YOU.[/inlinetweet]


To counter negative self-esteem perspectives, Someone Cares works with young teenage girls to help them feel beautiful like we know they are. Girls aged 12-19 get a full day of learning about make up application and hair styling, to see themselves in a new perspective, where they believe they are beautiful. When the makeup and styling is complete, the girls get to take a professional photo-a memento of the day they felt confident and secure in themselves.

This self-esteem workshop is being held on September 6 from 10am to 4pm in the Enterprise Library Meeting Room. The workshop is a only $40-a small price for allowing you or your child to feel whole again. Sponsorship is available if there  is an impossibility to pay. To donate to the cause and become a sponsor, please email Regina Bailey at someonecares@dreamthis.org . To sign up for the event, please visit their Eventbrite page. Don’t pass up a wonderful opportunity to feel beautiful and confident again, because someone does care.


Family problems are yet another major dysfunction in many teen’s lives. Someone Cares holds biannually a Fix My Family Workshop to combat the struggles teens face in their most influential aspect of their lives. If you answered yes to any of these questions, you should consider joining the workshop:

Do you struggle tow get your teen out of their bedroom to do anything?

Does your teen have an attitude problem?

Do you feel like you just can’t seem to do anything right?

Do you wish someone could help repair the bond you had to that baby?

During this workshop, the two of you will learn so much about each other and learn to communicate with respect for one another, without feeling like you don’t know the person next to you anymore.

If you believe the relationship between you and your teen can benefit from this workshop, click here and learn more about all the details.  Or if you just want to get more information on what you’re going through or how you can help someone else going through the same thing, check out the Someone Cares blog.

Elevator of the Week: Bill Cunningham

Elevator of the Week: Bill Cunningham

Bill Cunningham- the legendary street-style photographer for The NY Times; fast, focused and able to tune out all but the shot he’s after, Mr. Cunningham reminds us of a war photographer, which is an unlikely thing for an 82-year-old fashion photographer. Bill does a the flip on war photography. He seeks out and captures humanity amid the storm of life, looking for what Harold Koda, curator at the Costume Institute at the Metropolitan Museum of Art, describes as “ordinary people going about their lives, dressed in fascinating ways.” [inlinetweet prefix=”” tweeter=”@stancebranding @yvestng” suffix=”#branding #value”]Cunningham has established himself as a household name- creating his meaningful brand with his unrelenting beliefs on people and fashion. [/inlinetweet]

Mr. Cunningham is an embodiment of the 5 core values of STANCE – the basis of a strong meaningful brand.
Bill Cunningham today

He has given his all to his craft; creating the best. He has always delivered what was expected if not more. Bill Cunningham’s discerning eye sees through, and beyond, all that to what is real. He is unrelenting and at times off-putting seen when he compared two runway designs decades apart for their uncanny resemblance.

Seeing and expressing beauty in everything as Cunningham said, “It’s as true today as it ever was: he who seeks beauty will find it.” He has given a meaningful perspective on what clothing do for women and men alike. It was never about looking the best, but feeling the best you could possibly be regardless of all else. It’s about how the person felt in the clothes, and how they chose to present themselves to the public.

“The wider world perceives fashion as frivolity that should be done away with. The point is that fashion is the armor to survive the reality of everyday life. I don’t think you can do away with it. It would be like doing away with civilization.”

He presents a different perspective; a beautiful perspective.

[inlinetweet prefix=”” tweeter=”@stancebranding @yvestng” suffix=”#branding #people”]The people; your audience or consumer is most important is what brands and/or companies forget in the long run. Bill never has, “Money is cheap, liberty, freedom that’s expensive.”[/inlinetweet]

Bill is known for tearing up checks when being paid by magazines and newspapers because as he said,  “You see if you don’t take money, they can’t tell you what to do, kid.” He has also traveled around New York and Paris on a bicycle for decades (now on his 29th bicycle as the other 28 were stolen), wearing the same street sweeper jacket, living in the same tiny no closet, kitchen, or private bathroom Carnegie Hall apartment until they tore down the apartments forcing him to move above Central Park; where he had them remove cabinets and appliances to make room for his files.

He never cared for fame and glory yet he achieved it anyway because his name, his brand is meaningful and strong. Genuinely interested in his audience; the people of New York.“I don’t pay attention to celebrities. I don’t photograph them. They don’t dress so… interestingly. They have stylists. I prefer real women who have their own taste.”

He cares about women who have their own tastes, and nothing else.

Bill Cunningham is a synonym for trustworthy. He is honest, but never brutal. He quit Women’s Wear Daily of the Chicago Tribune because they used his photographs as a worst dressed list to criticize women on their dress. He created an environment where men and women could be who they truly are, and not be critiqued. “I could never be a paparazzi, to torment people and chase them. I do it discreetly.” – his success is based on mutual trust and respect; a good face so to speak. Editors, icons, normal New York people may not stop for just any photographer, but they do for Bill; they even welcome him.

Cunningham photographs people and the passing scene in the streets of Manhattan every day, focusing on their genuine usage of clothing to express personal style. Allowing people to trust him and to never question his credibility. You can see by how he has gained the trusts of people constantly in the public eye.

“We all get dressed for Bill”, says Vogue editor Anna Wintour

Brooke Astor asked that Cunningham attend her 100th birthday party, the only member of the media invited.

Trust is key to a brand; people have to be able to trust a brand to do as they say and not cause problems for them.

Bill said, “The main thing I love about street photography is that you find the answers you don’t see at the fashion shows. You find information for readers so they can visualize themselves.” He takes fashion beyond the magazines and the runway elevating his name above the rest to be the first real street style photographer during World War II. He did something no one else did, and has stood out ever since because of his unrelenting love of what is real and out there. After taking a chance photograph of Greta Garbo, he published a group of impromptu pictures in the Times in December 1978, which soon became a regular series. His editor, Arthur Gelb, has called these photographs “a turning point for the Times, because it was the first time the paper had run pictures of well-known people without getting their permission.”

He transformed himself into a brand with these 5 core values- elevating himself above the rest while making strong statements in the industry. He has never changed regardless of fame or fortune he has lived the same way as he always has.  Can you make your own personal brand; your name quite as known and strong?

 

About the Elevator of the Week Series by Intern Yves

In the Elevator of the Week series we talk about people who are making a difference, and have created their own personal brand using the different values and techniques we here at STANCE use to support meaningful brands.

 

Bill Cunningham’s Work

Our STANCE on Value

Our STANCE on Value

We have taken a solid stance on the word value.

 

Strive not to be a success, but rather to be of value. –Albert Einstein

 

Value is a word that is thrown around nowadays. When something is overused, you tend to forget the actual meaning. For example, the word asylum comes from the Greek word asylon which means sanctuary. Synonyms for this word are shelter, haven and retreat. Unfortunately, this isn’t what comes to mind when we hear the word asylum. We have negative thoughts- where “crazy” people are sent-and that may have to do with our tendency to put the word insane in front of it. Either way, as we use language throughout time and in different contexts, the social standard for the word changes. This is what is happening to the word value.

Value is used in numerous ways, mainly in monetary examples. You saved money at the grocery store, “Oh what a great value!” or as an assigned worth, “This vase is very valuable.” But if you think about it, we have it all wrong.

shareholder-value

Einstein clearly separated value from success. When you go to the grocery store and save money, we think of it as a success. When we are auctioning off a painting for charity, we want the greatest amount of money because it will be successful to sell it for a larger amount. We forget what value really is and the actual value the word has.

Value should be defined socially as the merit, the worth, the importance of. Sure, its the first definition that pops up in Google, but its not the first one that pops up in our minds.

Value is different from success because you can hold importance and merit without being successful. Being successful means you are wealthy, you have a high position, or numerous honors, but it doesn’t mean you actually hold any value!

When Einstein tells us to strive to be valuable, it means we need to hold a merit, to be important, to serve a purpose. Success isn’t mandatory and if you really were a person of value, success wouldn’t even be necessary because with value comes being humble.  This word[inlinetweet prefix=”” tweeter=”amd5555″ suffix=”#takeastanceonvalue”] “value” is skewed in our minds because we tie it with success and as our culture has determined, the only people who are worth value, are those who are successful.[/inlinetweet]

This is false.

[inlinetweet prefix=”” tweeter=”amd5555″ suffix=”#takeastanceonvalue”]The people who are truly valuable don’t need to be successful because they are content with serving their purpose and guiding others.[/inlinetweet]

 

This is what value truly stands for.

How to Cope with the Negative Face of a Brand

How to Cope with the Negative Face of a Brand

Reflect back to December where gifts and holidays are a commonality, however Target graced us with a disclosure that hackers stole credit and debit card information from millions of customers. Or travel back another three years to BP’s Gulf of Mexico oil spill, which is recognized as the worst oil spill in U.S. history.  Both BP and Target experienced the concept of negative face.

Face Negotiation Theory


This concept stems from Stella Ting-Toomey’s Face Negotiation Theory, as she described the concept of our self-image, or face. We all have a positive and a negative face, which is defined by our culture’s reaction. It could be something as little as not saying “thank you” to a generous donation or “accidentally” sneezing on someone to add to our negative face. In an individualistic culture like the United States, the perspective of face is reflective on the individual. So, in turn, the individual determines our positive and negative face (compared to a collective group).

This very concept is easily reflected within the core definition behind a brand. At its bare basics, a brand is the gut emotion evoked by the customer (best described by Marty Neumeier). So in turn,[inlinetweet prefix=”null” tweeter=”null” suffix=”null”] the customer or individual determines the face of the brand, which can be a different evoked emotion for each individual.[/inlinetweet]

Now, let’s say the brand got itself into a pickle and is now reflecting a negative face to the customer. This could be something as little as posting a tweet linking to a disliked article or forgetting to send out a thank you letter to a recent client…or hackers and oil spills for Target and BP. Whatever the situation was, the brand is now stuck with this distasteful image.

Five Different Approaches

Ting-Toomey said there are five different approaches we take to save both our face and the face of the other in communication. We can dominate (win/lose), avoid (lose/lose), oblige (lose/win), compromise (lose/lose) or integrate (win/win). Obviously the best option from these is integration. This is simply by recognizing there’s a conflict amongst both parties and agree to resolve the problem together.

target-shoppers-stance-branding-agency-las-vegas

So in the brand’s recent situation with the negligence of a thank you letter, they would contact the client and meet with them to formally apologize. Both parties will discuss any issues and integrate a new solution together.

Target responded with integration, resorting back to its positive face by providing coupons for customers and then also hiring a new security chief six months after the incident. For BP, despite their efforts to remove the oil and their negative face, there is still some left today. The company responded with providing $500 million towards the Gulf of Mexico Research Initiative: a 10-year independent research program.

The key behind a brand’s positive face or image is connected engagement with the audience, as well as being consistent with each individual’s evoked emotions.

However, [inlinetweet prefix=”null” tweeter=”null” suffix=”null”]we’ll all come across moments of negative face and when that happens remember to integrate and communicate. If we don’t, then we’ll be stuck with a distasteful image.[/inlinetweet]

 

 

Brand With a Purpose- My Kid’z Adventures

Brand With a Purpose- My Kid’z Adventures

Ladies and Gentlemen, we have found a Meaningful Children’s Brand with a Purpose!

As a parent, you are your children’s number one fan. You believe in your child 100%. Unfortunately, sometimes children don’t feel the same way about themselves as you do and don’t believe they can do anything they set their minds to. There is a brand out there that allows your favorite person to be the center of attention and see themselves on numerous amazing adventures!

 

My Kid’z Adventures

mka

It is common to place yourself in a novel you’re reading, to feel as though you’re in the minds of the character and apart of the plot. My Kid’z Adventures does all of this! This brand allows you to create books with the help of your child. Instead of some ol’ boring story, your child is placed into a new playground filled with fun graphics and bright colors. There are multiple settings to be your child’s new playground-the circus, camping, the beach, the farm, and the world! Each setting is host to many different fun activities your child will participate in! When your child is at the farm, he/she will milk cows, your child will surf at the beach, do some really cool magic tricks at the circus, and have a warm campfire at the campground. Furthermore, the books are also helpful for learning Spanish. Every word on the page has a Spanish translation. Common words like milk and butterfly are fast and simple for your child to learn in the books. Plus, on the bottom of every page is a recipe for you and your child to try. They’re fun and simple tying in items your child probably doesn’t eat often like papaya and basil. Plus, they sound absolutely delicious!

Now you might be wondering how your child is actually in the adventures.
Their picture is on every page!

farmGirl-detail1

 

Plus, their name is on it!

singleCircusPrinted_boy

 

 

Getting started is really easy too! 

First, you choose the theme of the book based on your child’s gender and the adventure you want your child to explore! Each adventure has both a male and female version so your daughter can do all of the things any boy can do and vice versa! Then, you pick your package. You can order just one, or many more. Plus, there is a digital series and you can easily order each adventure for you child with just one click! After you have made your decision, the really fun stuff starts begins!

Your child gets to be the star of the show by showin’ off their complete adorableness and modeling for 11-16 pictures. The cuter and funnier the pictures are, the better! This book is to show off your superstar’s personality as much as possible. Once those are done, it gets even better!

You can dedicate your child’s book to any friend or family member your both are close to and have it be a gift to them as well. You love your child, but you’re not the only one. That’s why these book are such great gifts and can be shared across the whole family.

Purpose

 

A child’s self esteem is important for their growth. The amount they have carries on through not only their childhood, but the rest of their lives. With the recent publicity of bullying, the lack of self esteem children have is unreal. When Nuria Sanchez created My Kid’z Adventures, she hoped to elevate the lives of the children who saw themselves in their own books, doing things they never thought they could do.  [inlinetweet prefix=”” tweeter=”@amd5555″ suffix=”#brandwithapurpose”]My Kid’z Adventures is an outlet for children to begin believing in themselves and seeing themselves how others perceive them: as the awesome little people they are- making My Kid’s Adventures a brand with a purpose. [/inlinetweet]

 

Go ahead, see how happy this child and his family are when seeing themselves on an adventure for the first time. (:

The Power of Colors in Branding

The Power of Colors in Branding

Colors are vital to the success of your brand.

color wheel, branding

Often times the importance of colors are overlooked when branding. The color palette for your brand should be determined only after research of your target audience and once the personality of your brand is defined. How easy would it be for a new business owner to simply pick their favorite colors for their brand? Super easy, but it shouldn’t work that way!

Step One:

The colors chosen for your brand should tie along with the purpose and the personality you want to convey to your customers.

Let’s imagine a few scenarios really quick:
Imagine if the whole world was blue. Trees were blue, grass was blue, your skin was blue, everything blue.
How would you feel? Which emotions would you feel most?
Again, imagine if the whole world was red? How about black?

[inlinetweet prefix=”” tweeter=”@amd5555″ suffix=””]Our emotions change with the colors we see. Every color has a purpose and a personality attached to it.[/inlinetweet]

Allow me  to help you get an idea of the type of colors best for your brand. You probably have an idea, but it’s usually not as apparent as it may seem.
You have a baby clothing brand, your colors should reflect pastels and should be gender neutral-yellow, green.
You have a Hawaiian restaurant. Your colors should reflect the Hawaiian community. Bright pinks, bright greens.

In regards to making your colors reflect your purpose, here at STANCE, our colors are red and tangaroa. Red is a bold, strong color associated with motivation and a desire to take action. Tangaroa (sample here) is a deep blue color. Dark blues instill trust and authority while still maintaining stability. We are trustworthy, highly motivated and action oriented, yet still stable and strong. Our colors reflect how we have positioned ourselves and our promise to our customers.

Choose the colors that will reflect your brand’s personality best-how you want the customer’s to perceive your brand. We are visual people. We get an idea of a person by what they’re wearing and the colors they use when presenting themselves. Your brand colors should do the same.

Color creates, enhances, changes, reveals, and establishes the mood of the painting. –Kiff Holland

Step Two:

These colors should relate to the brand’s target audience and still be visually appealing. During research, it should be determined the demographic of your primary audience and the colors that most influence them.

menvswomen colors when branding

 

Step Three:

A brand’s colors will also create consistency.  These colors will be everywhere in your business-logo design, collateral, websites, social media, packaging, etc. If it turns out the colors are not depicting what you had in mind, you’ll have to start over and that can be costly.

color branding collateral

 

Once step three is accomplished, the colors chosen for the brand should relate all of the personality the brand has to its target audience. The colors should also be used in all forms of business material to create consistency throughout the brand. Let your colors prove to the world your purpose.