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Colours and Their Impact On A Brand

When you think about what the word “Brand” means to you, there are likely to be a few definitions and concepts that you consider.

One of the definitions that is possibly the most relevant to marketing, is that a brand is what your business is first identified and then remembered by, and ultimately the foundation on which your reputation is built.

A laptop computer partially opened with a rainbow reflection on the screen

 

Your brand encompasses a number of elements, and each of these needs to be given careful consideration. The general consensus is that effective branding requires seven elements.

  • Name
  • Logo
  • Catchphrase, Tagline or Slogan
  • Appearance or Images
  • Fonts or Typography – read our article on Fonts for more insight into this.
  • Graphics
  • Colour

What part does Colour play in branding?

Colours play an important part in how we first perceive something, which then starts to shape our reaction to it. The initial impression needs to be a positive one in order to engage and retain the person’s interest. Albeit subconsciously, you will no doubt be aware of the use of colours in familiar settings. Unless you’ve given these choices some thought, it might surprise you to realise that more often than not, the colour choices are usually well thought out and deliberate.

A glass sided building made up of multicoloured rectangle panes against the blue sky

Colour psychology is the study of the impact colours have on perception and subsequent behaviour, and can be a pivotal aspect when creating your brand. There has been lots of research conducted into the correlation between successful brands and their colours. Some of the results indicate that simplicity, in choosing just one or two colours, is a common trait in the vast majority of cases.

Think of logos in the colours red and white, and immediately companies like Coca Cola and Target will come to mind. Similarly, the simple logo of four squares, in the three primary colours and one secondary is instantly identifiable as the Microsoft logo. The colour of each quadrant has been specifically chosen to represent a range of products and solutions. Subtly perhaps, but powerfully nonetheless, as this is now recognised as one of the most well known logos in the world.

How do you align your colours with your brand?

Six of the colours of a rainbow in bands

This is not as straightforward as choosing your favourites and then creating a logo that looks good in them. Although we have placed colour as the last element in our list, that certainly does not represent its importance. On the contrary, it has been deliberately placed there, to represent the glue that holds the rest of the branding elements together.

Once you have identified your brand identity and what your core values are, this forms the context within which the broadly accepted connotations of different colours can start to be applied.  As an example, if you are a manufacturer of environmentally friendly products, the choice of the colour green would represent the environmentally friendly and health related aspect of your products, along with the usual connotation of calmness and freshness. This creates an image of your company that is aligned with your products and thus represents your business appropriately. Green is also associated with wealth, as a result of the historical slang term, “greenback”, for US dollars. In the context of the overall brand, this is unlikely to present a negative impression, as most consumers would more than likely expect to pay slightly more for an environmentally friendly product.

Factors to consider when choosing your colours

Colour psychology doesn’t offer as much direction, when armed with just a colour palette and an idea, as you would hope. Some of the factors you need to consider in making the choice for your brand include the demographic of your target market, the appropriateness of the colours in relation to your brand personality, and the full picture that your brand presents.

Indian Holi Festival of Colours

 

The demographic of your audience is crucial, as individual colours evoke different reactions as a result of cultural differences as well as personal preferences. An ideal example of this is the colour red. In most Asian cultures, red is a colour associated with celebrations and good fortune. In stark contrast, red is often regarded as a negative colour eg “a red flag”, “in the red” or “caught red-handed”.

As colours tie intrinsically to the brand personality, the appropriateness needs to be given due consideration. As an example, consider if it is appropriate for something like a health related service to choose red and black as their brand colours.   Would you raise an eyebrow at this choice? Would it be more appropriate to choose blue or green and white to signify calm, health and purity?  Consider the symbolism of certain colours in the context of your business.

Once you have decided on appropriate colours, combine them with your logo, slogan, fonts and graphics. Do they still work when looked at as a full picture? If they do, well done! Seek a peer review, as a fresh pair of eyes can give you a different point of view, and allow you to adjust your selections as needed, before you go to market with an unfavourable brand image.

Feel like you need some help?

An orange, painted blue and cut in half to show the vibrant orange colour inside, against a completely blue background.

At BEVIN, we aim to create brands that leave a lasting impression with stakeholder groups. This is achieved through engaging, considered design as well as brand consistency, continuity and clarity.

In order to build an impressionable and strong brand, we ask our clients in the preliminary workshop/ briefing stage to decide whether they desire a brand that will stand the test of time, or a brand that has the flexibility to warrant growth in line with their organisation.

Transforming verbally communicated concepts into a visual communication device takes skill and flair. Brand management is something the professional team at BEVIN Creative excels at.

Once your brand is created, it needs to be monitored and managed to ensure the parameters and guidelines outlined in the creation stage are being adhered to. As difficult as this is, it is imperative to ensure the brand is not losing potency and that it is remaining the focal point. This requires a strong brand manager with a strong team.

Contact us if you would like experienced brand managers to help you develop, maintain and grow your company brand.

 

 

 

 

Hashtags – Make It Work For You

We see it on nearly every post, sometimes too often, or not even remotely related. But how effective are hashtags and does using them correctly work? In short, the correct use of hashtags is effective and can help your profile reach those not already engaged with you.

Yet there are still many questions we need to ask before we go on a hashtagging spree.

We use hashtags on social media to start the conversation, be a part of it, or share our posts with like-minded people. Hashtags aren’t just related words that are added to a social post, but an effective way of cataloguing on a social platform. You can search the latest news on twitter, tattoo inspiration on Instagram or tutorials on YouTube.

Here are a few tips to get the most out of hashtags across your social media outlets.

  1. Use relevant and effective hashtags.

    Searching the top 50 hashtags will provide you with a range of hashtags across a variety of subjects. Only use hashtags relevant to your post, you may see a post of a beach with hashtags like #foodie #dogs #love #fashion included. By doing such you’re only damaging your chances of new followers. Those people may not be interested in what you have to say and can choose to block you from their feed from future posts.

    Reach those that are interested in your product. Include hashtags like #beachlife #beachvibe #sandandsurf to accompany your post and reach like-minded followers. By doing so you’re building up a base of potential clients that are interested in what you have to say.

    Stay relevant by keeping relevant.

 

  1. Not all social media channels are hashtag friendly.

    While it’s recommended to post the same content across multiple social channels for brand constancy. It is recommended you change the caption for your various channels especially LinkedIn, this also extends to hashtags.

    Facebook and Twitter posts work best with use of only a handful of hashtags, whereas Instagram allows you to use up to 30 hashtags. Some may feel that 30 hashtags are too many and can feel like spam. It’s all about choice and relevancy.

    Optimal number of hashtags per platform:
    Twitter: 1-2
    Facebook: 1-2
    Instagram: 8-13
    YouTube: 2-3
    LinkedIn: 2-4

    Sometimes there’s no harm at all in excluding hashtags all together.
    Give it a go and test it out yourself, try one post with and another without. Every post and brand is different.

  1. Can I create my own hashtags?

    Yes, you can. You’ll see many brands and charity groups create hashtags for their latest campaigns. These curated hashtags are a perfect way to track success of your campaign and create a conversation for the general public to be easily involved in.

    Some brands keep it simple and just us their company name as a hashtag, Keepcup use #keepcup, while others like Nike stay true to their slogan with #justdoit.

    Avoid creating a hashtag without any future plan to utilise it for a campaign. You’ll be left with a once and done tag that won’t be seen by other users.

    Do your own research before you curate your own hashtag for a campaign and answer the below questions
    – Is this hashtag already in use – are you ok with your brand sharing an existing hashtag?
    – Could my hashtag easily be typed incorrectly?
    – Does my hashtag allow itself to be misused?
    – Is my hashtag related to my brand or campaign?

    Have a look at these numbers from Instagram for Nike’s #justdoit hashtag and variations of it;
    – #justdoit – 18.7m posts
    – #justdoit ✔️ – 64.3k posts
    – #justdoit ✅ – 8.9k posts
    – #justdoitnike – 7.9k posts

    Nike only run #justdoit in their socials, no other variation of it. While it hasn’t hurt their brand or the hashtags, it has altered how people correctly tag them and the posts linked to their hashtag.

 

  1. Should I post my hashtags in the post or comments on Instagram?

    If you prefer your hashtags in the comments, go ahead. If you prefer your hashtags in the post, then that’s fine too. It makes no difference where you choose to include them, your post will still be catalogued to those hashtags.

    On your post, any caption longer than two lines becomes hidden and can be revealed by the ‘more’ button. Which is why I prefer to include hashtags in the caption.
    It makes no functional difference where it is included. It comes down to personal preference.

  1. Can I go back on my posts to add hashtags?

    You can, but it won’t affect the post or reach at all. Hashtags are catalogued from the original post-date, not when they are added to the post. By adding or changing the hashtags in a two-year-old post, you’re adding it to the updated hashtag catalogue in that same date place from two years ago. It won’t bring your post to the top of that hashtag feed.
    Hashtags must be added immediately to the post (or comments for Instagram) to be effective and timely.

 

The correct use of hashtags can change your brand on a social platform for the better.

Prior to taking on board a client’s social channels, they were wondering why their posts weren’t leading to sales enquiries. They were doing everything right, quality content, engaging captions and use of hashtags. Since managing their social accounts, we were generating 4-10 quality leads per week across their socials and those engaging with their posts are users interested in the product and content.

We’ve changed their hashtags so that it is now relevant and niche to the posts and all hashtags on each post will differ depending on the content posted. We’re not running the same hashtags across all posts. By doing so, not only are we receiving quality leads, but the average post reach has improved by 150% on Instagram.

Since updating another of our client’s hashtags, their reach is now up to 11,000 on some posts, that is more than 8x their number of followers.

These results are based on extensive knowledge and research. We are here to help businesses grow in the social space. It may seem simple to execute, but to execute it effectively and deliver results takes a team like us at BEVIN Creative.

If you have more questions about your social media, finding it too difficult to manage or want to up your game, get in touch with us with us today. Our social and marketing experts are here to help you grow socially, no matter what platforms you’re on.

Call us on 1300 213 213 or email us at bevin@bevin.com.au

How Website Security Can Save Your Business

Designing and developing a website often dominates the focus of building your brand’s online presence, but of equal importance is the crucial components of on-going site maintenance and security. With 70% of WordPress websites running out-dated software or plugins, CMS platforms are vulnerable to common hacking attacks. Breaches of WordPress Security are not always intended for stealing your data, hackers can also utilise your servers and website to hijack them for advertising, creating website redirects, sending spam and performing illegal and fraudulent activities.

With 70% of WordPress websites running outdated software or plugins, CMS platforms are vulnerable to common hacking attacks

This year alone has seen thousands of CMS sites compromised due to failure to update software and follow simple security best practices. One example of a security flaw is in a version of MailPoet Newsletter, a WordPress plugin; a backdoor in an out-dated plugin saw 50,000 websites compromised in July after users failed to update. Additionally, PCMag have reported an average of over 100,000 malicious password attempts per day during 2013.

It is hard to realise the true cost of a security breach, both financially and for your brand reputation, until it has already occurred. It is for this reason that prevention is better than cure when managing the security of your website. By regularly updating your CMS software, the plugins utilised and backups will not only limit the risk but make it easier to get your site back online promptly if the worse case occurs.

Its HERE! Our fab new brochure!

We now have a slick new brochure to go along with our fab new office!

With moving into a fresh new space, we thought it pertinent to release a new promotional brochure, showcasing the scope of designs that has got us to where we are today. We must say, when going through all our past work, we are amazed at the depth of work which we have produced.

From fruit juice packaging to virtual tours of apartment developments. The feathers in our caps are starting to make us look like chickens!

Please feel free to stop by and have a flick through the catalogue.

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Where to Find Us

Postal Address
PO Box 8239, Perth BC,
Western Australia, 6849