If branding relates to the color, tone, logo, and general consumer perception of any individual organization, then how does a company even begin to approach something like rebranding? More importantly, why? What happens to colors during a rebrand and other brand-elements?
Well, there’s no one-reason a company or organization chooses to rebrand. Rather, there’s a myriad of situations and circumstances that could lead organizational leaders to find a rebrand beneficial and/or necessary. One of the main components of both branding and rebranding, however, is color.
Why Do Brands Change?
The colors that represent brands, individual products, and other aspects of a company play a powerful role in consumer perception, marketing, and brand-association. It should be no surprise that color plays a significant role in branding and rebranding, as colors have always had a significant impact on the human experience. Literature, paintings, and artwork of all kinds have always relied on color, or lack of color, to enhance their message – even further, to deepen the emotional response the viewer experiences.
Rebranding is no different, regardless of the cause – the main goal of a rebrand is usually to positively alter consumer perception of a brand, and its products/services. This can be achieved in a variety of ways, and altering the color scheme is almost always involved.
Assess Trending Colors
In considering a rebrand, one of the first steps, as with any large business project, is to conduct research. Research in this instance might include trending colors among top brands, design elements that consumers find most impactful, and even research on how consumers perceive your brand currently and the steps to take to elevate the brand perception as desired.
What Feeling is Important
Color is more powerful and influential than many realize at first. Different colors have all sorts of psychological and physiological effects. Green is especially powerful, as it seems to boost creativity, help with retention of positive words, and enhance positive experiences in general. Green doesn’t stand alone though, all of the colors seemingly have rather potent effects on us, which is important to understand from a marketing and branding perspective.
Company Values & Brand Colors
Branding is all about delivering the right message from the company to the consumer. However, this message should be aligned with what the company stands for, and the values that the company believes in. Now more than ever, brands that have a voice and a stance will find a large and accessible consumer base.
Another vital aspect of choosing new colors during a rebrand is looking at categorical colors. Categorical colors are colors that big brands in the same industry use for a similar reason. Knowing which shades of colors market-competitors are using helps companies that are rebranding create new and unique identities. There is a balance that good branding strikes between being familiar, and new/different simultaneously. More simply, it is important to learn from industry-leaders even while paving a new path.
Choosing new colors during a rebrand can completely alter the company’s identity and consumer perception. Reds can be good to relate passion, entice impulse buyers, and for short bursts of adrenaline. Green’s on the other hand can boost creativity – relate an image of healthy living, or eco-friendliness, and can boost feelings of positivity. Meanwhile, blue’s can represent stability, trust, and offer a calming presence.
There are many elements of color that need to be considered when rebranding. Contrast, color-scheme, shadowing, and other elements all play an important role when it comes to branding. Choosing the right combination will elevate the perception of your brand, and deliver results that are both powerful, and measurable.