For as long as I can remember I’ve been drawn to colour, perhaps as a means to express my individuality and personality, perhaps it also reflects how I’m feeling as I do believe colour has an energy, a flow, and the power to change how we’re feeling: Just as listening to music has the ability to influence our state of mind, because of the rhythm, beat and lyrics, colour has the ability to change our mood and influence how we feel in an environment – both natural and man-made.
Texture also has the ability to alter our state of mind – from rugged, rough, and spikey to smooth and soft – when our fingertips and flesh come into contact with different textures it will react in a mixture of ways. For example, from a pleasurable sensation if the texture is soft and sensual, which would make me want to lean in and get cosy – to painful if the texture is hard and angular, which would make me want to lean out and move away. It really all depends on what you’re aiming to create.
We all have the ability to consciously create with colour – to make us feel confident, comfortable and charismatic when the need arises, and marvellously mellow when we’re at the end of a long week and we’re looking to relax, re-cooperate and refresh our senses.
Colour yourself – brand me
The way we dress and present ourselves also has in instant visual impact on the people we meet – this doesn’t mean that their interpretation is right or wrong, it just means a bigger picture of who they think we are (or may be) has been instantly formed in their minds, quite literally in a matter of milliseconds. One stereotype being the freshly pressed suit and tie wearer representing a serious corporate city type; another being the Diesel jean, fitted shirt and brogue wearer being a London Westend Agency type. Whatever you choose to wear, you’re reflecting ‘brand me’.
As for my choice of attire, be it smart or casual, for some reason I just don’t feel like me when I wear black. I have a couple of select items that are black, for example a leather jacket, a knitted roll neck, and several pairs of lycra cycling shorts (it’s the most flattering colour when you have curves). However, I’m more drawn to colours that are warm, are evocative of an emotion, stir memories of times gone by, or locations and environments visited – usually the colours I choose reflect how I feel or how I want to feel on any given day.
Moreover, I like individuality and items that have a history, like silk scarves from second hand shops – their distinctive colours are rarely seen in more modern, mass-produced clothing lines. My niece Issy thinks I have a somewhat eclectic taste – her saying being “That’s very you Em” – I take her comment as a compliment that I choose and select items that are unique, both to wear and to have in my home.
I also enjoy wearing colours that are opposites on the colour wheel – such as orange and blue, and pink and green – they fuel me with good energy, yet other opposite pairings like yellow and purple don’t feel good on me at all, so I avoid them. Our skin tone has an influence on the colours we choose to wear – yellow makes me looked washed out and I associate purple with Cadbury (I don’t wish to walk around looking like a chocolate bar). What colours are you drawn to? How do they make you feel?
Colour your environment – home and office
As an adult, the two places we spend the majority of our time is either at home with our families and friends, therefore an environment where we want to create comfort, stability, nurturing, and warmth – and our office space – where hopefully our employers wish to create something similar, only with a commercial, collaborative brand lead influence.
For me my home is my sanctuary and it’s very much a reflection of myself. I have objects that are IOU (Interesting, Old and Unusual) that I’ve lovingly sourced from my travels, brocantes and car boots sales (I love finding a hidden gem). Each room has a different purpose – my lounge is painted a dark grey neutral green called Theron, houses a pair of mid-century modern 1950s Italian chairs, and has a hint of pink and silver in the soft furnishing and accessories; my bedroom is painted an exotic and adventurous pink called Rangwali and houses a gorgeous 1930s haberdashery unit purchased from the Decorative Antiques and Textiles Fair held in Battersea twice yearly; and my kitchen / dining room is painted a calm and serene protective olive green called Bancha, which connects the inside with the outside (an extension of my garden), and also lets the orange accessories stand out and sing.
Yes, in my kitchen I have an orange fridge, a beautifully ornate orange glass vase from a brocante in France, chunky orange candles on the fireplace, an orange and green glass flower light fitting on a lamp featuring a semi-naked reclining lady found in a car boot sale about 15 years ago, and the curtains that dress the French doors into the garden have a bold orange, pink and silver leaf print – combined together, the choice of colours and objects in my home radiate my unique taste and personality.
In addition, each room has two walls painted a colour, and two walls painted white – I do this because I want the colour to be reflected by the natural light on the white walls, and because I want each room to give me, and those that visit, a welcoming hug.
With regards to our work life, the office environment and space we spend up to 40+ hours a week in is vitally important to supporting a thriving company culture and mindset. I recently talked about the importance of brand power, and the values that are driving your company and your competitor advantage. Your brand extends to all areas – on and offline – where there’s human and virtual interaction with employees, partners, agencies, sponsors, investors, and each touchpoint is an opportunity to deliver a memorable, engaging brand experience. How do you reflect your brand in your environment?
Colour your business – brand DNA
Some business ideas evolve over time, some out of passion, some out of necessity, some from a light bulb moment experienced in the shower, some from a need to use a product that’s not yet been created, therefore the desire to create this product or service becomes your focus, and as such, a new market with a new audience is created. Who knew we all needed a smartphone – yet where would we, and many businesses be, without it now?? We use it communicate with friends and family, collaborate with colleagues, connect with industry leaders and influencers on social networks, purchase products on the move using the plethora of apps that are readily available at our fingertips – the list is endless.
Speaking of smartphones, there’s still a battle between Apple and Android for market share – I’m not sure who’s winning that currently. But the brand that stands out as a brand that’s recognised globally is Apple, I view it as head and shoulders above Android on various levels. For me, the Apple brand represents sleek and beautiful design, forward thinking technology, secure products, excellent customer service, seamless simplicity, and an iconic, inspirational, detail orientated, fastidious founder in Steve Jobs. When thinking of my own or someone else’s transformational change, I regularly reflect on one of his many quotes “Follow your heart and intuition. Somehow they already know what you truly want to become.”
At any stage of your journey, you have the opportunity to set new goals, launch new services and target new markets to build revenue, become a unicorn even – all of these businesses have a few things in common – a core brand DNA and huge brand value – they incorporate their brand experience into every marketing and communications touchpoint, both on and off line.
Let’s work together
If you are struggling to connect with your target audience, are looking to raise brand awareness and equity, and want to develop your brand strategy to take your business to the next level, then it would good to talk so I can understand the bigger picture and help you solve your marketing challenges.
I’m always keen to meet with decision makers and speak with people who are passionate about their business, especially when they are seeking to make a positive difference in the world.
Email me at firstname.lastname@example.org
Image created by Emma Potter
Nature and Colour