There is a school of thought that believes changing your brand colors to match the latest color trends is a good idea. I, however, still come from the old school that believes you should stay with your chosen brand colors unless you have a major reason to swap them out. On the other hand, I do believe one should never miss an opportunity to be different.
Why should you change your brand colors to match trends?
This is an excellent question, indeed. As a brand coach, I will never advise changing your corporate colors to align with current fashion trends, no matter how some people believe it is a strategic move. One could, however, consider having projects or programs where you align your brand colors for the time being with the colors of the project.
Impact of Color Psychology
When you choose your brand color to match a trend, you should consider the following color psychology factors:
- Emotional Connection: Colors evoke specific emotions and perceptions. For instance, red is associated with energy and excitement, while blue conveys trust and reliability. Aligning corporate colors with these emotional responses can enhance brand recognition and consumer connection.
- Brand Identity: A company’s colors are integral to its identity. Changing them to fit fashion trends may dilute the established brand message. Brands like Coca-Cola have successfully used their distinctive red to create a strong visual identity that resonates with consumers.
- Market Trends: Fashion colors often reflect broader cultural and social moods. Adapting corporate colors to reflect these trends can make a brand appear more contemporary and relevant, potentially attracting a younger audience. However, this should be done thoughtfully to avoid appearing inauthentic or opportunistic.
Strategic Considerations
When you choose your theme or product color to match a trend, you should consider the following color strategic considerations:
- Target Audience: Understanding the preferences of your target demographic is crucial. If your audience values tradition and consistency, frequent changes may alienate them.
- Brand Consistency: Maintaining a cohesive brand image is vital for long-term success. Frequent color changes might confuse consumers about what the brand stands for, undermining loyalty. The controversy with the Springbok Rugby color usage during the recent Rugby World Cup is a big testimony of undermining loyalty if colors are changed.
- Cultural Sensitivity: Colors can have different meanings across cultures. A color that is trendy in one region may not resonate similarly in another, which could lead to misinterpretation of the brand message.
The moral of the brand color swap story
While adapting corporate colors to align with fashion trends can enhance relevance and appeal, it should be approached cautiously. A well-planned strategy considering emotional impact, brand identity, audience preferences, and cultural context will yield the best results. Brands should strive for a balance between trendiness and authenticity to maintain consumer trust and loyalty.
Personally, I still believe there should be a massive story link to your temporary brand color swap. After all, no corporate gift of corporate clothing items should be bought without careful consideration of the effect it will have on your brand identity. No one has money to waste. Every cent you spend should have an impact on your overall brand story.
If you are keen to find out more, I suggest you call us.
