subject: Pick a Corporate Color to Make Your Small Business Memorable [print this page] The one overriding goal of your small business's marketing efforts, especially during a start-up phase, is to be noticed, is to be memorable in the eyes of customers or potential customers. You achieve being memorable by finding something your customers or potential customers can identify with, an image that you can own. Then you deliver that image --- your marketing message --- in a unique and memorable way, especially in a way that is different from your competitors.
One way you can present your marketing messages in a unique way is to adopt a corporate color and use it on everything you can. Paint your storefront and major interior walls in that color. Print your logo in that color. Use the color on your vehicles, on your baseball caps and coffee mugs, on your signage, on your brochures. Use it on your product packaging. Again, make sure no one else is using that color in your product category in your marketplace.
Just think about it: What's the dominant color for Coca-Cola? Here's a hint, it's close to the same color used by the Target stores. How about John Deere? Or maybe UPS? What about Harley-Davidson? What color do you associate with Shell Oil?
While a corporate color is not a part of any of their official logos, the color, consistently used over time and across their marketing efforts, has become an integral part of their overall identity and has made it easier for customers to recognize their marketing messages, whether a TV ad or an in-store display, whether a delivery truck or uniform worn by an employee.
Pick a Corporate Color to Make Your Small Business Memorable
By: Dave Ramacitti
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