A ROSE IS A ROSE...
The importance of color in developing your Brand Identity
By: Susan Muther
BreedWorks 2004,
07/12/04
A school bus in any other color is no longer a school bus. A stop sign in any other color is not a stop sign. A Tiffany’s box in any other color than their signature blue is no longer a Tiffany’s box. And a UPS truck that’s not brown, well, you know where I am going with this by now. The point is color fills a very important role in the development of a business’s Brand Identity, and that includes alpaca breeding businesses.
Color can be used to evoke emotion, express personality, and to stimulate brand recognition. Think about the immediate emotional response and impressions conjured up by the sight of those previously mentioned blue boxes or the feelings of stability and reliability that the brown trucks call up.
Color cannot only be used to identify a brand, it can be used to clarify or inform the public about the function, structure and purpose of certain brand aspects. For instance, one can use color to delineate a business’s core services, each service being identified by a unique color.
 In the sequence of visual perception, the brain reads color after it registers a shape and before it reads content. Knowing this, you can see the immediacy of the impact of color. For example, by the time you read the words “red square” your mind has already processed the graphic of the red square to the left. Your understanding of it was practically instantaneous, where as the words took considerably longer, at least in “brand” time.
Color creates emotion, triggers memory, can clarify and gives sensation. And you thought red was just red. On the contrary, color is one of the most powerful tools in the brand builder’s bag of tricks. One can use color to establish their identity, thereby, overtime imbuing that color with some new associations. However, because individual colors carry with them some long-held meanings and associations, one needs to select their colors with care. Depending on your particular line of business, the culture within which you market and operate, your target customer, certain colors may or may not be well suited for use in your Brand Identity.
Choosing a color for your Alpaca Farm Brand Identity requires careful consideration and understanding of color and a clear vision of how your Brand should be conceived and differentiated. And to ensure it continually works for your Brand, it must be handled with consistency and meaning throughout all your marketing, regardless of the medium.
The issue of color does not stop with your logo. Color should be considered a core unit of your entire Alpaca Farm Brand Identity System, which can be used to unify all your alpaca marketing materials. Professional Brand Identity Designers develop unique color strategies for their clients. You can do this too. For instance, the one way to think about applying color is to identify your core colors and a supporting system color palette. The core colors are usually identified as 1. the primary brand color(s)— those assigned to the logo, and 2. the secondary color— those assigned to the business descriptor, or tagline. The secondary color palette is developed to support a broad rage of communication needs.
Now that we got that out of the way...Paint your wagon, but don’t paint the town.
For more information or assistance in developing your alpaca farm brand, contact BreedWorks today! Call us at our office, 607 432 6860, or email us to discuss your next alpaca marketing steps.
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