What Colors Are Your Competitors Using?

Angela Merzib

By ANGELA MERZIB

"We never want to select brand colors randomly but rather we base our selections on a solid understanding of the character and personality you want to portray with your brand which makes the process a lot easier and more accurate too."

No matter the type of project we work on, we always begin with an in-depth discovery and brand strategy session so we can get to know our client’s business goals, challenges, competitors, points of parity and personality.

We never want to select brand colors randomly but rather we base our selections on a solid understanding of the character and personality you want to portray with your brand which makes the process a lot easier and more accurate too.

An area of discovery we focus on is competitive color analysis where we analyze what colors your competitors are using in order to discover a color opportunity that allows the brand to own their unique brand colors within their category.

We can then base our color selection on the brand personality and the results of the competitive color analysis. These five colors were chosen from the areas of opportunity that we saw where other competitors were not using these colors.

In the example shown here, the palette colors represent the overall personality, voice, tone vibe and target audience of the brand: Classy, Professional, Semi-serious, Elegant, Posh, & Caring.

Here are the steps you need to go through to select colors for your brand:

1) Write down 5 – 6 words that describe the personality of your brand.

2) Research the colors your competitors are using.
3) Find images for inspiration based on your brand personality words.
4) Select colors from the areas of opportunity you gathered from your research and your image inspiration. You’ll ant one dark color, 2 – 3 vibrant colors and 2 neutral light colors to create a versatile palette to work from.

Need help with a brand refresh? Let’s chat!

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