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Thursday, October 22, 2020

Brand marketing: how colors and images influence brand

In episode three of the Talketer PodcastNatalie Zensius (SVP Marketing Communications, Integrated B2B Marketing, Sales Activation & Enablement, Brand Strategy. Corporate Comms professional) joined the show to discuss brand marketing. In this clip we discuss how colors and images influence brand. Watch and listen to the clip right here:


Nick Andrews : 

We were talking a little bit about graphics and images and logos at the beginning of the call and one company that to me has very iconic coloring specifically is T Mobile. And that like pink magenta color is his insight instantly recognize that.

And I think it was about a year or so ago, at&t came out with a new brand for a lower end consumer and they were using pink and T Mobile sued them because it was too close to the T Mobile pink and there was a lot of uproar on the internet. How could you sue someone just for using the color pink? But I was I was siding with T Mobile on that I thought they were right into pursue that.

So in terms of branding and color, specifically, it to me it feels like it would just cost a lot of money and take a lot of time to create that association between a company and a color. Like how does that happen?

Natalie Zensius : 

Yes, it does take a lot of money and time and big brands like ups, something of ups Brown, for example, of course, the mobile is another one with the with that magenta will actually get patents for their colors. And so they will, you know, they really try to protect.

Well, actually the patent or trademark or maybe the same thing, but at any rate, they will try to put some legal constraints around their colors so that if anybody else is using it, you know, in their category, it's cutting too close to that to their sort of, you know, their area where they're playing in their sandbox, they're definitely going to take steps to try and protect it.

And that, you know, it goes back to this idea of the human brain is looking for ways to make connections. And we have lazy brains. I think I read Cornell University said that our brains make 35,000 decisions a day, like sort of, sort of well conscious and unconscious decisions, right. And so it's our brain is a computer and it's constantly looking to try and be more efficient. And so we're looking for patterns, we're looking for things that we can connect to looking for things that, you know, allow us to recall things a little bit more easily and that flip over into the sort of more unconscious way of making decisions.

So if you know if we can remember something more easily, if it's if it if it sticks out in our brain more easily in our minds more easily. Those are things that you know, are going to come up for us as something that you know, sticks in our mind. And so, brand strategists know that they know this basic human psychology and so they design. You know, a brand's identity around these basic principles, one of which is color.

So you know, again, if I was to show you the UPS logo, even without the words ups on it, I can guarantee that you would be able to tell me that it was ups, one because of the color. And two, because that symbol that they have is very distinct. And very memorable. very recognizable. You see it every day on trucks, you know, driving by ups trucks, especially now, right?

They're bringing stuff to houses. Even more so during this health crisis that we're in so yeah, so it's it is something that is well worth investing in. And I know it's, it's something that a lot of people when they're thinking about branding, that's the first thing that they think about, oh, it's a logo, it's a color. You know, it's a tagline. And yeah, those are all definitely, definitely part of what we call the identity of your brand.

 Listen to the full episode here: