From Tiffany Blue to Coca-Cola red, color can become one of a brand's most powerful recognition assets but only when it's chosen strategically, used consistently, and given the opportunity to accumulate meaning.

In this episode, Amy talks about:

• Why color is much more than decoration or personal preference
• How culture, context, experience, and brand associations influence what colors mean
• Why color can become a shortcut to brand recognition
• Why consistency gives color meaning over time
• How constantly changing your brand colors can erode recognition
• Why your brand's color choices should consider your audience, category, competition, and differentiation
• Why the best brand color isn't necessarily the "perfect" color, but one you can consistently commit to
• How to know whether your color system is actually working across your brand's touchpoints
• Why color can help create memory, trust, and ultimately loyalty

This episode's brand hack:

Open your website, social media, and any printed materials you have nearby. Then ask yourself: Would a stranger recognize that all of these came from the same organization?

If the answer is no, you don't necessarily need new colors. You probably need fewer colors, clearer rules for when and how they're used, and a commitment to consistency.

Want to know how strong your brand really is?

Start with my free Strong Brand Scorecard to get a quick assessment of your brand's strengths and weaknesses.

Or, if you're ready to look more deeply at how your brand is working across its strategy, messaging, visual identity, and audience touchpoints, let's talk about a Brand Audit.

Research & Resources

University of Loyola Chicago research on color and brand recognition

Tiffany & Co. history and the development of Tiffany Blue