By M. Isi Eromosele

Color is of major importance in Corporate Branding. A color scheme is one of the most significant critical success factors in the design of corporate branding and marketing materials.

Where a company has already established a strong, color usage in its branding materials could either further build it up or reduce its brand strength.

Established companies should ensure that their brand colors are consistent with the rest of their marketing. This plays a significant role in the establishment of their corporate brand identity. Corporate websites should obviously benefit from this established identity.

Companies need to build their brands around specific colors. Thus, when consumers think of these companies, they think of a specific color or a recognizable logo that contains these colors.

Since branding is wholesomely reliant on consumer perception, customers form assumptions and expectations of companies with well-known brands.

Branding is more effective when a company’s online marketing colors are in sync with that of its offline marketing materials and physical establishments.

Color choices are critical to the branding of a company, whether on a website, advertisement in a magazine or newspaper or brochure. Companies need to choose a standard color scheme that is used consistently throughout their marketing materials.

A website that is well designed and effectively uses colors that have been branded over a long period of time will strengthen the loyalty of its customers, through the familiarity their colors engender in these customers. The visitors are likely to feel at home instantly when they visit the company’s website.

Colors are crucial to building a brand’s image. The styles and colors of a brand should be replicated as much as possible throughout a company’s online marketing assets, creating a more unifying experience for its online visitors who may have also done business at the company’s physical offline locations.

In building a singular and consistent brand image, the company is more effectively able to meet its customers in the marketplace, whether online or offline.

When customers visit a brand’s website, they come with certain expectations. They expect a design style that reinforces the company’s identity. And, they expect to see familiar colors. If they encounter unfamiliar colors, the website is unlikely to have as familiar a feel to them as it would have with recognizable colors.

When a company brands itself with specific colors for many years, its customers will subconsciously associate the company with those colors. Breaking that color bond would be risky for the company. These colors would have become a big part of the company customers’ experience, engendering a sense of connection.

Color schemes play a vital role in corporate brand identity. The selection of a corporate or brand color should be done very carefully.

Colors have a strong power of communication and they are crucial towards creating a relevant and acceptable identity for a company in its marketplaces.

Brand colors must be in line with the trade or industry or nature of business. They should have strong appeal and a very impactful impression.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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