Why Brand Consistency and Colors Matter

Without brand consistency, even the best business can get swallowed up in the ever-evolving marketing landscape. There’s a reason why Apple only uses a few colors, and you’ll never see McDonald’s golden arches turn green.

Branding matters

Once you have a solid product or service in place, the next step is creating a recognizable “look” that consumers can easily associate with your brand.

Brand consistency involves more than just picking a logo and a few colors, though. Your brand’s logo and colors should match your service. Each should strengthen each other, working in tandem to communicate one cohesive message.

One brand that has completely owned the idea of picking a color and making it their’s is Tiffany & Co. Their branding is so successful that they’ve coined “Tiffany blue,” the colloquial name for the light medium robin egg blue color associated with their jewelry’s branding, as their own. We’re not sure you can get more brand consistent than that.

Before you choose your colors, however, it’s important to do some background research. Crazy enough, colors and shapes can communicate subliminal messages. Here are just a a few interesting color associations:

Blue:

This color is often said to communicate feelings of trust, responsibility and security. Big brands that use blue in their branding are Walmart and Facebook.

Orange:

Often referred to as the friendly color, orange is used by many brands to promote fun and affordability. Notable companies who use this color are Home Depot and Nickelodean.

Red: 

Red can be tricky. Frequently used for sales, red connotes passion and excitement. Coco-Cola is one of the biggest brands that uses this color, but they usually complement it with white.

Green: 

This is the easiest color for the mind to process and is usually associated with health, freshness and serenity. This explains why Whole Foods and Starbucks use this color.

Whatever logo and colors you decide to use for your brand, the most important thing to do is stick with it. Consistency is often associated with steadiness and trustworthiness, which we all know can translate into more sales.