Category Archives: Established business

Guilty as charged: working too hard!

By | Established business, Lifestyle, New business | 7 Comments

Working too hard: all work and no play!

Why_working_too_hard_is_a_bad_thingUhummm. Yes, hands up, you caught me….I’m guilty as charged! This time it's for working too hard and not taking enough time out to rest and play. And that’s a BAD thing! And I know better. Doh!

I’m going to explain by starting right at the beginning. We’ve all heard the old adage “Work hard – play hard”. But what does it mean to you? And do you really know how to do apply it, especially when you’re an entrepreneur or even worse an entrepreneur starting out in business?

[box]“You'll never succeed in idealizing hard work. Before you can dig mother earth you've got to take off your ideal jacket. The harder a man works, at brute labor, the thinner becomes his idealism, the darker his mind” – D H Lawrence TWEET THIS[/box]

Imagine if you could get a lot more done at work, a lot better. Imagine if you could really relax every day and then be rearing to go to work the next day with your ‘batteries’ fully charged and your brain fully focused. Imagine not working too hard!

Two years ago I read an incredible book by Jim Loer and Tony Schwartz, “The Power of Full Engagement.” I was on my way to Johannesburg to meet my new team and I felt I needed to be even more bright and perky. Anyway, the book is amazing in so many ways, but the most memorable lesson for me is that we need to fully engage in both work and play to get the most out of our focus and lives.

Jim and Tony examined the way we lived in digital time. They observed that our pace is rushed; it's rapid fire and relentless. Facing crushing workloads, we try to cram as much as possible into every day. We're wired up, but we're melting down. They found that time management as a solution was not viable. Instead, by researching peak performing athletes and then C-Level executives, they found that managing energy was the way to enduring high performance – as well as to health, happiness and life balance.

Anyway, getting back. Let me explain exactly what I mean about the detriments of working too hard.

Have you ever worked hard for the whole day? You’ve got a million things done. You’ve put in a day’s work, spoken to prospects and clients, sorted out the kids (done the school runs, homework, form filling, fed them, washed their clothes, washed them, and split up the sibling fights) and the housework, and it’s 8 pm and you can’t even think straight anymore.

So you’ve sat down in front of the TV, with the kids to watch your favourite program, and it’s downtime – or so you think. Unfortunately, however, your conscious/thinking brain has other ideas. It steps in and wisely advises you, during the commercial break, that despite being fully deserving of this ‘couch potato’ moment you’ve forgotten to do something that’s super critical for your business.

Of course, in most cases nothing is required. What is needed is method for learning how to fully disengage from work.

When you don’t disengage, you live in the grey zone – the zone between engaged and disengaged; a zone when you’re NOT focused and are least productive. You end up neither fully rested, nor fully satisfied with your day’s work. You end up going to bed and feeling dissatisfied with being an entrepreneur, like this work thing is never-ending and that perhaps it was better being an employee!

So what’s the solution?

Well in theory, it’s easy, but in practical terms it’s hard to implement. Here are three tips to help you though.

Step 1: Awareness

You can’t even begin to fix something, if you don’t know it’s happening. So check yourself, become aware. Every time you rest make sure you really are. Every time you work do the same. Be present in the moment and stop working too hard.

Step 1: Preparation

When you catch yourself in the grey zone be prepared to check yourself. The easiest way to do this is with language. Give your behaviour a trigger name, something that’s memorable and brief. That way your brain has easy access to the solution – fast.

Step 3: Action

As soon as you notice what you’re doing i.e. the problem – take action to correct it. Take action right away. RIGHT AWAY. Yes – not in two minutes time, but immediately! By doing this you’ll begin to treat the issue consciously and then it will become an automatic response to make sure all distractions are cleared.

So I wish you well with this very normal issue for entrepreneurs. Please let me know what are your thoughts on this? What does “work hard – play hard” means to you? And how you cope with it? Are you guilty like me of working too hard and not being present in the moment for much of the time or have you found a way to accomplish this? Please share your experiences and feedback in the comments below as I’d love to hear. Finally, thank you, as always for reading and contributing here. If you found this useful, please share it with your friends!

With love and gratitude – as always,

 

 

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6 ways to shorten sales cycles and increase the bottom line

By | business start ups, Established business, Sales | 2 Comments

Sales cycles, pipelines and productivity

shorten the sales cycle and increase profitsLet’s face it—sales cycles that drag out are a drag – ask any sales person, and business owner for that matter. So the goal has to be to shorten the sales cycles, bring buyers through the sales pipeline or funnel quickly and close deals with the least amount of wasted time and resources.  Detailed below are the dirty (half) dozen – 6 essential tips for anyone involved in sales who wants to minimize the time it takes to get suspects to prospects (or leads) to clients, customers or buyers i.e. shorten the sales cycles!

1. Qualify your leads.  One of the main reasons sales cycles take too long is on account of unqualified leads. These are prospects who usually don’t really need your products and services, however, you’re trying to convince them that they do.  My advice is simply not to waste your time. If they don’t have the desire or need a problem solved, then you can’t provide them with a product or  solution, so cut your losses and move on!

2. Create a value proposition.  Your qualified leads need to know why you are the solution to their problem. What are your unique selling points (USPs) or your key differentiators? Why are you the preferred choice for them?  What’s in it for them? What are the benefits? Too many times, those in sales and marketing focus on features rather than benefits and this drives me mad as it’s so short sighted!

3. Quickly remove barriers and be prepared for the objections.  Objections are the obstacles that many prospects throw up to protect themselves from taking the risks they're not comfortable with.  The faster you can remove these objections, the sooner you can make the sale and shorten the sales cycles. Be prepared for them prior. Then, listen to them, deal with the issues and follow through promptly.

4. Build confidence and trust.  Odds are, your prospects or leads have researched other companies before coming to you.  So as people only ever  buy from people they know, like and trust, ask yourself why should they trust you?  Whether their investment is small or large they want to know that they will get a good return.  Provide them with testimonials, case studies, success stories, references and referrals.  Give them solid examples of how you’ve helped others. Ideally have this on your website so they’re familiar with it before having a meeting or conversation.

5. Talk to the decision maker.  This point could come under qualification, but I’ve given it a separate bullet point as it’s quite important. Ask yourself, does your prospect have the authority to make a decision to purchase?  Do they have the budget to make a purchase?  Getting to the decision-maker as quickly as possible saves a lot of time, so determine who is the appropriate person and make contact. Know who your sponsors are too and who the objectors are and then you'll shorten your sales cycles.

6. Follow through.  There’s a saying amongst sales people that the money is in the follow-up so don’t leave your prospects hanging!  Once you have them interested in your offering, follow through with a phone call, email or these days even a social media message!  Don’t fall at the final hurdle and don't stop until the sale is closed. I'm counting on you now to shorten those sales cycles!

Selling is a tenacious, creative business. Let me know how you've got on with it. Do you feel you have control over the entire process? Are there any areas you're uncomfortable with? Please share your experiences and feedback on ways to shorten sales cycles in the comments below as I’d love to hear. Finally thank you, as always for reading and contributing here. If you found this useful, please share it with your friends.

With love and gratitude – as always,

 

 

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5 ways to solve the ‘no time for social media’ challenge

By | business start ups, Established business, Marketing, New business, Sales, social media | 4 Comments

Social media for sales and business growth

struggling to find time for social media and how to solve this issueI rarely make a bet, but now I’m going to. How many of you at first glance, thought that using social media wouldn’t take up much of your time? I bet the vast majority. Most people start with either Facebook or Twitter, so I'd wager that at some point you thought,  ‘surely sending a few Tweets can't take long can it? The posts are limited to just 140 characters, right?' WRONG!!!

Social media is a very time intensive process if you don’t handle it in the right way. The main problem with it is that social media happens in real time, like a conversation. Individual items might not take much time, but they happen all the time. As much as multitasking is applauded (especially by women, who use it the most), continuously going back to social media throughout the day can seriously hamper your overall productivity. Check out my post on multi-tasking for the low down!

So what’s the solution? Well it’s actually quite simple, and I genuinely speak from experience. You see, I too have suffered from social media overwhelm. And in order to get a grip on it, I've had to look at it in a very strategic and process orientated way. I know those words may sound too formal for many of you, but it's true. In order to avoid social media overwhelm and maintain productivity, the solution I found was to automate my social media marketing as much as possible. By taking care of my postings all at once, I freed up the rest of my day to work on other things. Then all I had to do was to check in at scheduled times so I could engage and respond to my prospects and customers, in other words – YOU!

So here's my advice. In order to ensure that you’re not spending all your time on your social media marketing, there are a few steps you should take:

1. Decide on your objective. Agree upfront what you want to achieve by using your chosen social media platforms. Only by setting the objective, can you measure the results and determine whether the campaign has been effective.

2. Develop a strategy. Start by determining which social media platforms to use, and how to use them. Each social media network has its own personality and its own function and you’ll need to decide which is the best for your market. You’ll want to focus your efforts on the social media platforms that will deliver the best return on your time investment.  Sadly you can’t just copy the same content to every social media site without being penalized. You'll need to understand the merits of each platform and what makes them unique. Once you’ve got this sussed you can then decide when to post.

3. When to post. You’ll be scheduling your social media posts in advance, so you’ll need to set them for times when they’ll be most effective. You’ll therefore need to research when your followers are most likely to be online and engaging with your social media.

4. Choose the right automation tools. There are a number of tools that allow you to automate your social media marketing. Many are free, or at least offer basic functions for free with the option of adding more features through a paid account. Hootsuite is by far my favourite and you can use it to manage multiple social media platforms.

5. Consider your ability to engage and respond. Social media is a social platform and so you really don’t want your social media efforts to look automated or robotic. Social media is still about interacting with people so make sure you only schedule posts when you’re available to respond.  Set up notifications to let you know when someone does reply to an automatic post so you can respond in a timely manner. This will set you apart from the crowd and enhance your relationships.

I know that by following these steps you can manage your social media marketing to full effect without suffering from social media marketing overwhelm.

As many of you know, I'm experienced in start-ups without capital, but please tell me about your experiences with social media marketing, as every business is unique. I'm so interested to hear how well you're doing with your social media. Please share your experiences and feedback on ways to solve this issue as so many face it in the comments below as I’d love to hear. Finally thank you, as always for reading and contributing here. If you found this useful, please share it with your friends and check out another blog I have on ways to build your authority for your brand using social media including how to generate a lead.

With love and gratitude – as always,

 

 

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Colour psychology: an interview with Bernay Laity from in:colour

By | Established business, Marketing, New business, Sales | 3 Comments

Colour psychology and its affect on sales

colour_pyschology_interview_jane_frankland_bernay_laity_incolourI’ve read an awful lot of articles on branding and picking colours but it was only when I met Bernay Laity, Creative Director of in:colour that I felt I truly understood colour psychology. Until then I’d understood the significance of colour for branding, but what I hadn’t grasped was actually how much colour psychology influenced sales.

So now I fee stupid!

But I ask you, how many of you have ever considered how colour psychology affects your brand? Or whether it can turn off prospective customers and clients to your product or service? Or even how it affects your romance and dating, or the place where you work, chill out or think!!! Probably only a few of you have.

The big retail brands certainly know this and that's why they play to it – strategically. They often spend years surveying their market to discover their values, beliefs and attitudes towards colour. And, they design their retail outlets with this in mind. Recently I heard of an international hairdressing brand that took two years to find out about colour psychology and how it affected their customers buying attitudes. They then went on to launch and sell with increased success – as you'd expect!

So how does colour affect our buying decisions? How can understanding colour psychology help us to sell more? Well as someone who loves selling, these are questions I had to find the answers to. Thankfully, Bernay Laity from in:colour, a consultancy that specialises in colour psychology was there to help me. She took the time to answer my questions on colour psychology, human behaviour and buying. And, as a former textile designer I was loving it!

She started with an explanation of the application of colour psychology in our world. Science informs us that colour is a vibration of light but that it's more than just visual. Colour affects us on all levels, even if we appear unaware of it. Our life may be ‘coloured’ by pleasant and unpleasant experiences creating strong likes and dislikes of colour, but there is actually much more to it than casual preference.

According to Carl Jung, colour is the mother tongue of the subconscious.

Unbeknown to me, we use the language of colour to interpret what we see, and we relate to it at an instinctual level. In our natural environment colour signals to us the changes of season; what foods are safe to eat, and warns us of any likely danger.

The key to colour psychology is harmony i.e. everything has a relationship. In the natural world we see harmony and organisation in the variation of colour from season-to-season. Each season has its own specific qualities and characteristics of colour. It has distinct hues and tones that operate ‘in harmony.'

Our sense of colour is strongly linked to our emotions, and like a language we use colour to express how we feel – whether consciously or unconsciously. Colour psychology teaches us how to understand the effects of colour on the personality and then how to use it to enhance the interior environment and improve communications. It goes far beyond “use red to convey passion, or aggression or creativity.” It looks at the tones, the hues and the colour families all in accordance with personal beliefs of the individual or brands values of the business.

Bernay Laity discusses colour psychology

Look out for the advice on colours to wear for dating and the out-takes at the end!

To find out more about Bernay and the amazing work she does on colour psychology visit in:colour, at www.incolourconsultancy.com. 

Click the link to learn more about finding your perfect brand colour. 

Now I want to hear from you…

So finally, my questions to you are:

  • How are you using colour psychology in your branding, workspace and home?
  • Have you ever changed a colour in your home or workspace and seen a difference to the way you approach work, think or relax.
  • Have you noticed how your mood is affected by colour? If so, what colours turn you on or off?
  • Or have you ever considered seeking an expert colour psychologist for this or to improve sales?

Please let me know as I'd love to hear.

Thank you, as always for reading, watching and contributing here. If you found this useful, please share it with your friends!

With love and gratitude – as always,

 

 

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Being present in the moment: here’s a quick way

By | business start ups, Established business, Lifestyle, Mindset | 2 Comments

Who wants to be present in the moment?

Being present in the moment and Living in the moment Being present in the moment is something that I've heard bantered around so much lately. Interestingly I even had a riding lesson on it, with the wonderful Cindy at CW Western Training. Anyway, with the concept sunk in, it got me thinking. How often have I eaten a meal and not really tasted it, chatted with my kids without actually hearing them, got from A to B without knowing how, or completed a project without really thinking about it?  The answer is far too many times! More often that not my days pass me by whilst my mind is elsewhere. How sad! And, having spoken to others about this, I know I'm not alone. As a generalisation we all spend far too much time thinking about what was and what could have been, and on projecting into the future and wondering about what may happen.

Whilst no one can actually live in the moment all the time, some people, with practice, can learn to live in the moment for longer periods than others. By doing this, it enables us to stop being miserable by worrying about the future or even thinking about the past. It enables us to live as much as we can in the only moment that we'll only ever really live in, and control. The moment is right now and it is all there ever is, was and probably ever will be.

So here's what I've learnt about living in the moment. When you live in the moment you'll benefit from:

  • Clarity: You'll have much better focus, and creativity will come more naturally.
  • Calmness: You'll feel centred, relaxed and whatever you do will come more easily. Because you're not projecting into a possible future or reflecting on a previous experience there will be little fear holding you back. 
  • Positivity: Since there's little fear, there'll be fewer negative emotions when you're in the present. You'll move around on positive part of the emotional scale.

Being present in the moment and how to do it

1. Focus on what’s right in front of you, around you, or on you. Use your senses – feel – smell – hear – taste! Just look at what’s right in front of you right now. Listen to the sounds around you. Feel the fabric of your clothes. Smell the snow on its way and taste the rain as it falls on your tongue! Leave behind previous experiences. You come to the moment fresh, as if for the first time.

2. Focus on your breathing. Practice deep breathing and focus your mind on your inhaling and exhaling. This will align you with the present moment once again.

3. Focus on your inner body. This is a bit similar to focusing on your breathing. In both examples focus on what’s inside you rather than the outside.

4. Pick up the vibe from present people. If you know someone who's more present in the moment than others then access his/her vibe of presence. It's a similar experience to picking up positivity or enthusiasm. If you don’t know someone like that then watch DVDs by Eckhart Tolle. Whilst his books and MP3s are great, DVDs are the best medium as the biggest part of communication is voice tonality and body language.

5. Surrender to the emotion that's already there. It’s easy to get stuck in the past. Even if you want to move away from those memories there's a feeling there that brings them back over and over. The only way to reduce the power that feeling has over you is by surrendering to it. When you accept the feeling, surrender and let it in,  you literally stop feeding it energy and it vanishes.

What are your thoughts? Are you guilty like me of not being present in the moment for much of the time or have you found a way to accomplish this? If you practice living in the moment, what was your wake up call or how did you come to do this? Please share your experiences and feedback in the comments below as I’d love to hear. Finally, thank you, as always for reading and contributing here. If you found this useful, please share it with your friends!

With love and gratitude – as always,

 

 

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Comparison is it a good or bad thing?

By | business start ups, Established business, Mindset | No Comments

Is comparison the thief of joy?

Comparison and why it's not good to compare“Honest gov, I went looking, but the idea was to get inspired.” “Yeh right,” I hear you say! Whether that was really the case or not I feel compelled to make a point. I’m competitive, a high achiever and hands up – yes, I’m guilty as hell for comparing my work to others’. For me, it’s how I stretch myself, improve and measure my progress. It’s the way I was brought up too – at home, in school, university and the workplace.  The problem I have with this approach though, is that whilst I know there are some advantages to it – in terms of advancement, I know how unproductive and destructive it actually is.

[box]Comparison is the thief of joy – Theodore Roosevelt TWEET THIS[/box]

It’s so easy to spend time keeping track of what other people are up to, but what a waste of time and energy it actually is. I speak from experience and it’s taken me a long time to learn this lesson.

There’s a saying, isn’t there? “Why compare yourself with others? No one in the entire world can do a better job of being you more than you.” ~Unknown

However, in my experience this couldn’t be further from the truth. The problem lies in the fact that by comparing ourselves to others, we just end up judging ourselves.  And, let’s face it – there’s no one worse to judge and more mean a critic!  It doesn’t matter how many people are on your side and cheering you on – if you can’t get on your own side, you’ll never get past go!

So, the real truth of the matter is that there’s never a winner. For the most part we compare ourselves to someone whom we perceive as being better than us, and whether that's true or not, if we perceive it to be it means we lose every time!

Our minds do want to quantify, to rank and to organize information in order to know where we fit into the scheme of things. So we need to give our minds something to do. I read an article recently where the advice was to redirect the comparison to a past and a present self—and keep the comparison within. However, I completely disagree with this suggestion. We are not the person we were from former years. By continuing with the comparison, we are perpetuating the crime!

So instead, why not learn to accept that we all came in different. There will always be people who are better than us, as they will be those who are not as good. We are growing through life’s experiences all the time. We are not the people we were yesterday, so it’s not right to compare ourselves to that person. We need to avoid the trap of comparison by building and maintaining a positive self-image and rather than comparing ourselves to others or ourselves, it's better to focus on things that make us feel better about ourselves and our life.

As Michelangelo said, “Every block of stone has a statue inside it and it is the task of the sculptor to discover it”.

So I challenge you to begin to discover what’s truly important to you. By doing this I guarantee you’ll have more time and energy to devote to your own creative journey and you’ll feel far better about yourself. You’ll be able to look back on those energy-draining feelings of jealousy and inadequacy and instead be able to be inspired by others’ work rather than dragged down by it.

In the comments below, tell me whether you think comparison is a good or bad thing. What has your journey been like so far with it? Do you have any tips or insight you can pass on to us? Let me know and also what action you'll take as a result of reading this post too. I'd love to hear.

Thank you, as always for reading and contributing here. If you found this useful, please share it with your friends!

With love and gratitude – as always,

 

 

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Social media marketing and how to spot a faker

By | Established business, Marketing, New business, Sales, social media | No Comments

Social media marketing outsourcing

Social media marketing and how to spot a fakerFollowing on from my last post on how to establish your authority by using social media marketing, I wanted to concentrate on what to look out for when you're outsourcing your social media marketing, or employing someone to do this as part of your team.

Today, more and more businesses are looking to social media as a way to grow their business, promote their brand and engage with their clients.

However, businesses often have little experience with this new technology and consequently don’t really know how to tell if they're engaging with the real deal or a fake social media expert.

With the growing demand for expertise in this field, unfortunately there’s not enough supply of real talent. Gary Vaynerchu recently commented that 99.5% of social media marketing experts are clowns and sadly from what I’ve seen I’d have to agree. Not everyone who claims to be a social media expert is one. So, it’s important to be able to identify who’s a fake and who’s competant.  So, here are some key indicators to help you.

Social media marketing experts are…

Social media experts are experienced and active users of social media. In my opinion it doesn’t matter whether they’ve been consulting, training or managing social media for years. Let's face it, it's a new technology and not even a decade old. However, what does matter is that they're active users, engaging with their networks, and getting results.

You'll want to see if:

  • They've updated their profiles
  • They've completed their About page and it has hyperlinks
  • They're adding fresh, unique content daily i.e. posts, Tweets, pins and blogs
  • Their branding looks professional and isn’t breaking any of the social media platform rules
  • They're up-to-date with the latest social media trends
  • They're using the latest and most appropriate tools
  • They're engaging with their network promptly.

How to check engagement…

On this point there are a few ways to check. For example on:

  • Facebook, see how many fans are talking about their page. It will say this next to their profile picture.
  • Do they have apps installed?
  • Are they branded professionally?

On Twitter, you can see from their Tweets.

  • How often are they Tweeting other people’s content?
  • How often are they Tweeting unique content?
  • How often are they replying?  (Look for the @ sign)

On YouTube, check to see:

  • How many views they have
  • What's going on with their comments

On LinkedIn:

  • How many people are they connected to?
  • Have they set up user groups?
  • Are they a publisher that's publishing good quality content?

Social media marketing fakers are…

Social media fakers are well connected but lack quality connections. Whilst they may have lots of Facebook Likes or Twitter followers, they lack relevant followers and actual clients. They chose volume over quality every time.

On this note, it's worth knowing that you can buy hundreds and thousands of connections for as little as $5. You can also buy services to follow or add fans that are automated.

Social media fakers are poor at engagement. They don’t connect or get back to their fans. They're still operating push marketing strategies. They're inexperienced at converting prospects into ‘fans' and clients. And, they often lack a niche and insight into their clients. As a result they don’t have the knowledge to meet their clients needs.

To wrap this up…

Social media is a powerful tool for business development. However, it's not the only strategy that should be used for business development. Social media marketing should always be complemented by other elements of marketing. It doesn’t replace traditional marketing methods. Instead, it’s used to enhance them.

Always be wary of those claiming it’s the right strategy for every business. Whist there are many merits for employing social media as a tool to develop the business, especially for exposure, influence and ranking, determining whether it’s the right strategy requires careful analysis of the business and the context in which it operates.

Unfortunately it’s so easy for people to jump on the social media marketing bandwagon and say they’re experts when they’re not. Fakers give social media marketing a bad name and as a result many in business simply render the use of social media ineffective. However, when social media marketing is used strategically it's an incredibly powerful tool to support the business' commercial efforts.

Now I want to hear from you…

What are your thoughts? Are you a believer in social media as a technology to drive your business development forward? Have you fallen victim to a faker or been lucky to engage with an expert who knows their trade? What makes someone a social media marketing expert in your eyes?

Please share your stories and experience here, and if you’ve got a question, just pop it down here. If you want to contact me for a strategy call click here.

Thanks for being a sport and participating!

P.S.

Finally, if you know someone who'd LOVE the insight from this social media for business post, please send them a link. You’ll find business owners, consultants and yes, even sales and marketing managers who manage people who'll be interested to hear about this.

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Finding your perfect brand colour

By | business start ups, Established business, Marketing, New business, Sales | 3 Comments

Colour as a sales tool – well I never!

jane_frankland_colour_brand_psychologyBeing a creative and visual person, whenever I see these statistics like the ones I'm going to share with you it brings a smile to my face. I like being a pro and to me getting your branding right so that it supports your sales means incorporating all of these key elements.

The Institute of Colour Research says that 92.6% of people when surveyed put MOST IMPORTANCE on visual factors when purchasing products or services. As colour plays such a huge role in what the visuals look like, and the impact the visual creates in the minds of both prospects and customers, it's imperative not to play down this phase. Statistics show that colour matters for these reasons:

  • 92% Believe colour presents an image of impressive quality
  • 90% Feel colour can assist in attracting new customers
  • 90% Believe customers remember presentations and documents better when color is used
  • 83% Believe colour makes them appear more successful
  • 81% Think colour gives them a competitive edge
  • 76% Believe that the use of colour makes their business appear larger to clients

*2003 survey conducted by Xerox Corporation and International Communications Research

Research also highlights that people make a subconscious judgement about a person, environment, or product within 90 seconds of initial viewing, and that between 62% and 90% of that assessment is based on colour alone (Source: CCICOLOR – Institute for Color Research). Colour increases brand recognition by up to 80% (Source: University of Loyola, Maryland study) and it can improve readership by 40%, learning from 55% to 78%, and comprehension by 73% (Sources: “Business Papers in Color. Just a Shade Better”, Modern Office Technology, Embry, David, “The Persuasive Properties of Color”, Marketing Communications, Johnson, Virginia, “The Power of Color”, Successful Meetings).

So if colour matters so much to a brand or products success it's right to understand the psychology behind it, right? The answer is hell YES!

The importance of colour in branding

Have you ever considered the importance of colour in branding? Probably not! But, think about it for just one moment. Coke is red, UPS is brown and IBM is blue.  Corporations such as these have spent millions on their branding and they understand that the proper use of colour is vital to creating a positive image of their brand amongst their consumers.  Colour also plays such a huge role because of memory recall. It stimulates all the senses, instantly conveying a message like no other communication method. And, when the customers feels good about a brand or product – they buy!

Choosing the right dominant colour for your brand is crucial. This colour should appear on all your promotional materials, including your logo, product packaging and potentially the clothes you wear to meetings or in front of your customers. As much as possible, the colour you choose should set you apart, make you stand out, work with your industry and image, and tie to your brand promise. It should also take into account colour psychology, as colour can convey different things depending on the culture, situation and industry.

Here's a fairly universal guide to help you decipher their meaning.

Colour psychology – what are your values?

Blue: Cool blue is perceived as trustworthy, intelligent, dependable, fiscally responsible and secure. Strongly associated with the sky and sea, blue is serene and universally well-liked. Blue is an especially popular colour with financial institutions, as its message of stability inspires trust.

Red: Red activates your pituitary gland, increasing your heart rate and causing you to breathe more rapidly. This visceral response makes red aggressive, energetic, provocative and attention-grabbing. Count on red to evoke a passionate response, albeit not always a favourable one. For example, red can represent danger or indebtedness. One of the most powerful, attention grabbing. Associated with ACTION. Creative, energy but also good for familiarity. Pushing boundaries.

Green: In general, green connotes health, freshness and serenity. However, green's meaning varies with its many shades. Deeper greens are associated with wealth or prestige, while light greens are calming. New beginnings.

Yellow: In every society, yellow is associated with the sun. Thus, it communicates optimism, positivism, light and warmth. Certain shades seem to motivate and stimulate creative thought and energy. The eye sees bright yellows before any other colour, making this a great colour for point-of-purchase displays.

Purple: Purple is a colour favoured by creative types. With its blend of passionate red and tranquil blue, it evokes mystery, sophistication, spirituality and royalty. Lavender evokes nostalgia and sentimentality.

Pink: Pink's message varies by intensity. Hot pinks convey energy, youthfulness, fun and excitement and are recommended for less expensive or trendy products for women or girls. Dusty pinks appear sentimental. Lighter pinks are more romantic. Calming and feminine.

Orange: Cheerful orange evokes exuberance, fun and vitality. With the drama of red plus the cheer of yellow, orange is viewed as gregarious and often childlike. Research indicates its lighter shades appeal to an upmarket. Peach tones work well with healthcare, restaurants and beauty salons. As it inherits some of the traits of red it inspires action but it is also about learning. It's great for information products.

Brown: This earthy colour conveys simplicity, durability, credibility and stability. It can also elicit a negative response from consumers who relate to it as dirty.  From a functional perspective, brown tends to hide dirt, making it a logical choice for some trucking and industrial companies.

Black: Black is serious, bold, powerful and classic. It creates drama, elegance and connotes sophistication. Black works well for expensive products, but can also make a product look heavy.

White: White connotes simplicity, cleanliness and purity. The human eye views white as a brilliant colour, so it immediately catches the eye in signage. White is often used with infant and health-related products.

Grey: Grey or silver is a conservative colour and conveys reliability, an established brand and security.

All the colours above can be categorized into two basic categories: warm and cold. In general, warm colours, like red and yellow, send an outgoing, energetic message, while cool colours, like blue, are calmer and more reserved. However, brightening a cool colour increases its vibrancy and reduces its reserve.

So before you begin work on your next campaign, consider the information on colour psychology listed above and share it with your creative team if you have one, to ensure colour is used effectively and supports your branding.

Please let me know which colours you are using in your branding, and how you're getting on with creating a new brand or revising an existing one as I'd love to hear. If you have any more advice, please just add a comment. Thank you, as always for reading and contributing here. If you found this useful, please share it with your friends!

With love and gratitude – as always,

 

 

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