Category: Brand

WELCOME TO THE BRAND INCUBATOR
OUR ORIGINAL FRAMEWORK FOR BUILDING BRANDS THAT MATTER

Let’s be honest – most brand strategies are either overcomplicated or undercooked.

They come in the form of lofty pyramids, dense documents, or one-size-fits-all templates that look good on paper but fall apart in the real world. They fail to guide decisions, excite teams, or connect meaningfully with customers.

So, at chicken/egg, we decided to do something about it.

Welcome to the Brand Incubator – a fresh, flexible framework that helps founders, marketers, and growing businesses build brands that live, breathe and grow with clarity and conviction.

WHY THE BRAND INCUBATOR?

Because brands are like living things, they need the right conditions to develop – space to grow, warmth to take shape and a clear sense of identity before they go out into the world.

We start with step one, building the coop – your brand’s strategic environment – by walking through three essential doorways:

Company

  • What do we believe in?
  • What’s our origin story, our DNA, our unfair advantage?
  • What are we here to change?

Customer

  • Who are they, really?
  • What do they value emotionally and functionally?
  • What’s keeping them up at night –and what are they dreaming of?

Competitor

  • What does the market sound like?
  • Where’s the white space?
  • What’s missing that only you can own?

This phase isn’t just about asking big questions – it’s about uncovering clear, evidence-based insights that will shape every decision in your brand strategy.

WHAT GOES INTO BUILDING THE COOP?

Internal discovery – Leadership interviews, culture audits, purpose and values alignment.

Customer insight – Qualitative and quantitative research, personas, needs analysis and segmentation.

Market intelligence – Competitor mapping, tone audits, brand code analysis and whitespace discovery.

WHAT COMES OUT OF IT?

A shared understanding of what makes the brand meaningful, distinctive and credible. Plus, tangible insights that feed directly into HATCH – Purpose, Positioning, Audience Clarity, Brand Voice and more.

Reminder: The strength of your HATCH output depends on the depth of thinking here. Don’t skip it. Don’t shortcut it.

With this solid foundation in place, we move into the HATCH Framework to develop a cohesive brand strategy and actionable plan.

Each stage is designed to build on the last, with clear deliverables and collaborative decision points.

THE HATCH FRAMEWORK
H = Heart

Your brand’s soul. This is where we define your why – your purpose, mission, vision, values and beliefs.

Why do you exist beyond profit? What change are you here to make?

We also explore founder stories and origin moments that shape your narrative.

A = Audience

We profile your tribe in detail. Not just who they are – but what drives them. Emotionally. Functionally. Behaviourally.

This includes segmentation, needs mapping, jobs-to-be-done and messaging archetypes.

What do they need? What do they notice? What do they ignore?

T = Truth

Your brand’s positioning and strategy. Here we carve out your unique place in the market – what you stand for and how you stand apart.

What are you the “only” of? Where do you lead?

We create positioning statements, benefit ladders and key messages that differentiate and resonate.

C = Character

How your brand shows up in the world – visually, verbally and behaviourally.

We define your tone of voice, brand behaviours, style principles and narrative hooks.

What’s your vibe? What’s your story? What do you always sound like?

H = Hatch

This is where strategy meets execution. Messaging, identity, activation ideas, brand codes, sensory cues – plus metrics and ways to track success.

We guide everything from rollout plans to internal engagement and launch roadmaps.

How does your brand live out loud – and how will you know it’s working?

WHY IT WORKS

Because it’s not theory – it’s a tool.

Because it starts with insight and ends with action.

Because it helps you align your team, find your focus, sharpen your message and build something meaningful.

Whether you’re launching from scratch, realigning after growth, or untangling years of brand sprawl – the Brand Incubator gives you a structure to build with confidence.

WE DON’T DO COOKIE-CUTTER

Every brand we work with is different. Some are bold and brave. Some are quiet but powerful. Some are still figuring it out.

What they have in common is this:

They know their brand is more than a logo.
They want to stand for something.
They want clarity and creativity.
And they’re ready to hatch something brilliant.

READY TO HATCH YOUR BRAND?

If your brand strategy feels messy, muddled or missing altogether, let’s change that. The Brand Incubator was made for you.

Ready to get cracking?  Let’s talk.

 

 

 

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Are you contemplating a rebrand?

Ten things to consider when you’re contemplating a rebrand:

So, you’ve looked at your brand and thought, ‘It’s time for a refresh’ … well we’ve come up with our ten things to consider before you take that leap!

Customer Perception

Pro: A successful rebrand can increase brand relevance, potentially attracting new customers.

Con: A rebrand risks alienating existing customers loyal to the original brand.

Market Changes

Pro: A rebrand can help a business remain competitive if the market changes or has changed.

Con: You may react too quickly to trends, leading to a rebrand that will seem dated quickly.

Brand Reputation

Pro: A rebrand can distance a company from negative perceptions.

Con: If the rebrand is seen as an attempt to cover up serious issues, it could harm the brand further.

Mergers and Acquisitions

Pro: Rebranding can be an effective way to unify different company cultures and values.

Con: You risk losing the acquired brand’s equity and customer loyalty.

Business Growth and Expansion

Pro: A rebrand can reflect an expanded product line or entry into new markets.

Con: Over-diversification may dilute the brand’s core message and must be clarified for customers.

Visual Identity

Pro: Refreshing the brand’s look can make it more contemporary and appealing.

Con: Radical changes to the visual identity can lead to a loss of brand recognition.

Differentiation

Pro: Rebranding can set you apart from competitors.

Con: Finding a unique positioning still authentic to your brand can be challenging.

Internal Alignment

Pro: A rebrand can galvanise employees around a new vision.

Con: You may encounter resistance from employees attached to the old brand.

Financial Costs

Pro: Investing in a rebrand can yield significant returns in the long run.

Con: The financial costs can be high, and the return on investment is not guaranteed.

Time and Resources

Pro: Dedicating time to a rebrand can result in a more cohesive and effective brand strategy.

Con: Rebranding is time-consuming and can distract from other business activities.

 

If you’re still thinking, ‘Let’s do this’, let’s talk!

 

 

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The Essential Guide to Brand Codes

CRACKING THE ‘BRAND CODE’ CODE

A brand is much more than just a name or a logo.

The unique combination of elements, your brand codes/assets, create a distinctive identity and communicates your company’s values, personality, and promise to your customers.

Decoding Brand Codes: What Are They?

You might be wondering, “What on earth are brand codes?” Brand codes, or brand assets, are unique, distinctive elements that help your brand stand out.

They can be visual (like your logo), auditory (a catchy jingle), olfactory (the scent of your product), or even tactile (the feel of your packaging). They make up the essence of your brand, from your name and colours to your typography and tagline.

Why Do They Matter?
Brand Recognition

The more distinctive and consistent your brand codes are, the easier it will be for customers to spot your brand in a bustling marketplace.

Emotional Connection

A well-crafted brand code can spark emotions and associations, adding depth and richness to your brand’s identity.

Consistency

By consistently using your brand codes across all touchpoints, you ensure a unified brand experience, fostering trust and loyalty.

Competitive Advantage

Brand codes that are unique and memorable can give your brand a leg-up in the marketplace.

Brand Codes in Action – who has got it cracked …
Coca-Cola

Their distinctive red and white colour scheme, cursive logo, and unique bottle shape are instantly recognisable worldwide.

Apple

Apple’s minimalist design, monochrome colour palette, sleek product aesthetics, and bitten Apple logo contribute to a brand code that communicates innovation, simplicity, and premium quality. Their product design is also a significant brand code, with their devices’ clean, sleek look being a hallmark of the Apple brand.

Nike

The “swoosh” logo and their punchy tagline “Just Do It” are potent brand codes that resonate worldwide.

McDonald’s

A memorable jingle – “I’m lovin’ it” – Bet you’re singing it in your head right now! That, along with the “Golden Arches” logo, is a testament to the power of brand codes.

Chanel

Their interlocked “CC” logo, the use of black and white in their packaging, their signature quilted bag design, and the distinctive scent of Chanel No. 5 are classic examples of brand codes.

These brands have expertly utilised their brand codes to create a unique, instantly recognisable identity that resonates with their target audience and communicates their brand values effectively.

How to Egg-cel at Using Brand Codes
Consistency is Key

Once you’ve hatched your brand codes, use them consistently across all marketing channels and touchpoints

Storytelling

Use your brand codes to tell your brand’s story. It’s not just about what you sell but the story you tell!

Flexibility

While consistency is important, don’t be afraid to let your brand evolve. Adapt your brand codes as needed, but ensure they maintain a clear connection to your brand identity.

Protect Your Brand Codes

If you can, register trademarks for your brand name, logo, and other unique brand codes. This helps ensure they remain uniquely yours.

Measure the Impact

Use brand tracking studies to see how well your brand codes are doing. Does your target audience recognise them? Do they evoke the emotions you intended?

IN A NUT(EGG)-SHELL

To crack the code of branding, remember that brand codes encompass visual, auditory, olfactory, and tactile elements, and they’re crucial for brand recognition, emotional connection, consistency, and gaining a competitive edge.

Maintain consistency, weave a compelling brand story, be flexible yet connected, protect your codes, and measure their impact. Remember, it’s not just big brands that can benefit from brand codes. Whether you’re a big business or a small start-up, it’s time to “Codify, Codify, Codify!” as Mark Ritson, renowned professor and Marketing Week columnist, would famously assert!

So, let’s get cracking and hatch a brand that’s truly yours! Let’s talk!

 

 

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The Power of Brand Archetypes
HAVE YOU EVER WONDERED WHY SOME BRANDS SEEM TO HAVE A PERSONALITY OF THEIR OWN?

Well, that’s because they are built on the foundation of brand archetypes, which have a rich history that spans back to the days of Carl Jung’s work in the early 20th century.

But it was Dr Carol S. Pearson who brought them into the branding world with her ground-breaking book “The Hero and the Outlaw,” written with Margaret Mark. She showed how brands could connect with consumers on a deep emotional level by aligning with these archetypal themes.

Today, brand archetypes are a popular approach in marketing, with brands in various industries using them to create compelling brand stories that resonate with their audiences.

It’s all about establishing a unique brand personality and forging meaningful connections with consumers by tapping into their emotions … but where do you start?

Here’s our coop crib sheet for each of the 12 core brand archetypes to get you started:

The Outlaw is about rebellion, breaking the rules, and standing out. If you want to create an edgy, daring, and unapologetically unique brand, this archetype is the perfect fit.

The Outlaw embodies the spirit of non-conformity and boldly, confidently, and daringly shakes things up. It’s a brand that doesn’t play by the rules but challenges them and creates its own path.

Personality traits:

Rebellious, independent, daring, unconventional, exciting.

The tone of voice: 

It’s provocative and even a bit controversial. It’s not afraid to speak out against the establishment and question the status quo. The tone is bold, confident, and sometimes even confrontational, with a “take it or leave it” attitude.

Colours: 

Think dark and bold hues. Black, red, and deep purple are some common colour choices. Introduce metallics to your palette as well!

Brand Examples: 

Harley-Davidson, Virgin Atlantic, Red Bull, BrewDog, Superdry

The Innocent Brand Archetype

The Innocent archetype embodies optimism, purity, simplicity, and sincerity. Brands that represent The Innocent archetype are often perceived as trustworthy, genuine, and kind-hearted. They inspire a sense of joy, wonder, and nostalgia in their customers.

Personality traits:

Optimistic, cheerful, idealistic, naive, playful, carefree.

The tone of voice:

Positive, uplifting, heart-warming, authentic and sincere.

Colours:

Think pastels – baby blue, soft pink, mint green – or you can go with bright colours and white!

Brand Examples: 

Coca-Cola, Disney, Dove, Innocent Drinks, Cadbury

The Magician Brand Archetype

This archetype is all about harnessing the power of transformation, creating a brand that inspires awe, intrigue, and a sense of wonder. Brands that embody The Magician archetype are often perceived as innovative, visionary, and captivating.

Personality traits:

Intelligent, creative, mysterious, influential, transformative.

The tone of voice:

The tone of voice for The Magician archetype is typically mysterious, intriguing, and charismatic. It conveys a sense of mastery, wisdom, and enchantment. The language is often poetic, evocative, and thought-provoking as if casting a spell on the audience. It’s about creating an air of mystique and allure that captivates the imagination.

Colours:

Think dark purples, royal blues, rich reds, and mystical greens. These colours evoke a sense of mystery, transformation, and power, creating an aura of enchantment and allure.

Brand Examples:

Disney, Google, Tesla, Apple, Lush

The Hero Brand Archetype

This archetype is all about courage, determination, and triumph over adversity. It’s the brand that inspires action, empowers its customers, and embarks on a journey to overcome challenges.

Personality traits:

Assertive, courageous, confident, ambitious, inspiring

The tone of voice:

The tone of voice for The Hero archetype is typically bold, confident, and inspiring. The language used is often action-oriented, motivational, and empowering. It’s about encouraging your audience to take action and achieve greatness.

Colours:

Think reds, oranges, and yellows. These colours evoke a sense of power, bravery, and confidence, creating an aura of action and strength.

Brand Examples:

Nike, BMW, Duracell, David Lloyd Leisure, Virgin Atlantic

The Lover Brand Archetype

This archetype is all about passion, desire, and connection. It’s the brand that ignites emotions, evokes sensuality, and creates deep relationships with its customers.

Personality traits:

Passionate, romantic, sensual, alluring, seductive.

The tone of voice:

The tone of voice for The Lover archetype is typically sensual, emotive, and evocative. It conveys a sense of intimacy, desire, and emotional connection. The language used is often poetic, alluring, and captivating. It’s about appealing to the senses and creating an emotional bond with your audience.

Colours:

Think reds, pinks, and purples. These colours evoke a sense of intimacy, desire, and romance, creating an aura of sensuality and passion.

Brand Examples:

Victoria’s Secret, Chanel, Haagen Dazs, Jo Malone, Godiva

The Jester Brand Archetype

This archetype is all about humour, wit, and spontaneity. The brand brings joy, laughter, and entertainment to its customers.

Personality traits:

Funny, playful, light-hearted, entertaining, irreverent

The tone of voice:

The tone of voice for The Jester conveys a sense of playfulness, light-heartedness, and fun. The language is often full of jokes, puns, and witty remarks. It’s about creating a joyful and entertaining experience for your audience.

Colours:

Think bright primary colours – yellows, oranges, and greens – and even black works well for The Jester. These colours evoke a sense of energy, joy, and playfulness, creating a vibrant and dynamic aura.

Brand Examples: 

Old Spice, Ben & Jerry’s, M&Ms, Marmite, Innocent Drinks, Moonpig

This archetype is all about being down-to-earth and approachable. It’s the brand that represents the everyday person, understands their needs, and provides solutions that are relatable and accessible.

Personality traits:

Relatable, down-to-earth, approachable, trustworthy, dependable

The tone of voice:

The tone of voice for The Everyman conveys a sense of approachability, authenticity, and empathy. The language used is conversational, relatable, and free from jargon. It’s about creating a sense of connection and understanding with your audience as if you’re speaking to them as friends.

Colours:

Think neutrals, earth tones and muted tones. These colours evoke a sense of familiarity, simplicity, and reliability, creating a sense of comfort and approachability.

Brand Examples: 

IKEA, eBay, Tesco, Marks & Spencer

The Caregiver Brand Archetype

It’s the brand that takes care of others, shows empathy, and promotes well-being. They show genuine concern for the well-being of their customers, provide solutions that address their needs, and create a sense of emotional connection and trust.

Personality traits:

Nurturing, compassionate, caring, supportive, helpful.

The tone of voice:

The tone of voice for The Caregiver archetype is typically warm, compassionate, and empathetic. It conveys a sense of caring, nurturing, and understanding. The language used is gentle, kind, and comforting. It’s about creating a sense of trust and comfort as if you’re providing care and support to your audience.

Colours:

Think pastel tones, light blues, pinks, and greens. These colours evoke a sense of comfort, compassion, and tranquillity, creating a soothing and caring atmosphere.

Brand Examples:

Boots, NHS, Johnson & Johnson, UNICEF, Dove

The Ruler Brand Archetype

The Ruler archetype embodies leadership, authority, control, and confidence traits. Brands that represent The Ruler archetype are often perceived as powerful, influential, and commanding. They set the standards, establish rules, and exude a sense of control and direction. They inspire confidence and trust in leading and guiding their audience towards success.

Personality traits:

Powerful, authoritative, sophisticated, dignified, elegant.

The tone of voice:

The tone of voice for The Ruler archetype is typically authoritative, confident, and commanding. It conveys a sense of power, control, and assertiveness. The language used is firm, decisive, and influential. It’s about establishing yourself as a leader in your industry and inspiring confidence and trust in your audience.

Colours:

Think deep purples, rich blues, silver, black and metallic golds. These colours evoke a sense of power, authority, and luxury, creating an impression of sophistication and exclusivity.

Brand Examples:

Rolex, Mercedes-Benz, The Ritz, Bentley, Microsoft

The Creator Brand Archetype

This archetype is all about innovation, creativity, and inspiration. It’s the brand that brings new ideas to life, pushes boundaries, and fosters self-expression. Brands that embody The Creator archetype are often perceived as cutting-edge, artistic, and unique.

Personality traits:

Intelligent, creative, innovative, original, imaginative

The tone of voice:

The tone of voice for The Creator archetype is typically imaginative, visionary, and inspiring. The language used is expressive, artistic, and thought-provoking. It’s about inspiring your audience to think differently and embrace their creativity.

Colours:

Think of bright and unconventional colours that capture attention and evoke a sense of artistic flair. These colours convey a sense of creativity, originality, and inspiration. White is also a great primary brand colour, with a bright secondary palette to help tell your story!

Brand Examples: 

Apple, Adobe, Lego, Dyson, Nike

Brands that embody The Sage archetype are often perceived as trusted sources of knowledge, offering valuable insights and guidance. They are known for their depth of expertise and their ability to provide reliable information. They inspire confidence and are seen as authoritative figures in their industry.

Personality traits:

Wise, knowledgeable, intelligent, insightful, experienced

The tone of voice:

The tone of voice for The Sage archetype is typically wise, knowledgeable, and authoritative. It conveys a sense of expertise, insight, and reliability. The language used is informative, precise, and educational. It’s about sharing knowledge, providing guidance, and offering valuable insights to your audience.

Colours:

Think muted and earthy tones – blues, green, white – that convey a sense of wisdom, maturity, and reliability. These colours represent a sense of stability, trustworthiness, and expertise.

Brand Examples:

Google, The BBC, The Guardian, National Geographic, Harvard

The Explorer Brand Archetype

The Explorer archetype embodies curiosity, adventure, independence, and discovery. Brands that represent The Explorer archetype are often perceived as trailblazers, pushing boundaries and inspiring others to explore the world around them. They are known for their adventurous spirit, enthusiasm for discovery and passion for new experiences. They inspire a sense of wanderlust and ignite the spirit of adventure in their audience.

Personality traits:

Adventurous, curious, independent, free-spirited, optimistic

The tone of voice:

The tone of voice for The Explorer archetype is typically adventurous, daring, and inspirational. It conveys a sense of excitement, curiosity, and freedom. The language used is exploratory, enthusiastic, and motivating. It’s about encouraging your audience to step outside their comfort zones, seek new experiences and embark on their adventures.

Colours:

Think greens, blues, yellow and earthy tones, vibrant hues, and wilderness-inspired colours that evoke the spirit of adventure and discovery. These colours convey a sense of freedom, excitement, and exploration.

Brand Examples:

Patagonia, Jeep, The North Face, Airbnb, National Geographic

Which Brand Archetype are you

To determine which brand archetype you are, you need to consider your brand’s values, personality, and target audience. For example, if your brand is all about being playful and carefree, you might be the Innocent archetype. You might be the Hero archetype if your brand is about being strong and courageous.

It is also important to note that a brand can embody multiple archetypes. For example, Nike could be seen as a Hero and a Creator. Nike is a solid and aspirational brand that inspires people to be their best selves. But it is also a brand constantly innovating and creating new products and experiences.

And remember, the brand archetype is NOT the target audience. The target audience is the group of people the brand is trying to reach; it’s how the brand wants to be perceived by its target audience.

Let’s use Nike as an example again. They might target young, athletic people. However, the brand archetype is not “young athletic people.” The perfect brand archetype would be The Hero, as Nike wants to be seen as a brand that inspires people and helps them achieve their goals.

Once you’ve chosen a brand archetype, you can use it to guide your marketing and branding efforts. Here are a few tips:

  • Use the archetype’s values and characteristics in your marketing materials. 
  • Create a brand personality that reflects the archetype. This means developing a voice and tone consistent with the archetype’s values and characteristics.
  • Choose a brand story that is relevant to the archetype. The story should be something your target audience can relate to, which will resonate with them emotionally.
  • Use visual imagery that reinforces the archetype. This could include photos, videos, or other graphic elements representing the archetype’s values and characteristics.

We’ve developed a short brand questionnaire to help you discover your archetype. If you’d like a copy, then drop us an email.

Or, if you’d like help running a brand strategy session, we’d love to talk more!

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REBRANDING 101
Rebranding is a significant step for any business; the process can be transformative and beneficial but has challenges. When contemplating a rebrand, there are lots to consider, so we’ve written a handy guide to help you:
WHEN SHOULD YOU CONSIDER A REBRAND?
Company Evolution

If your company has outgrown its current brand due to changes in its offerings, target audience, or business strategy, consider rebranding.

Mergers or Acquisitions

If your company has recently merged with or acquired another company, a rebrand may be needed to unify the brands and present a cohesive brand identity to your customers.

Changing Markets

If your target market has shifted or the competition has increased significantly, a rebrand can help you remain relevant and competitive.

Negative Publicity

If your brand has been tarnished due to a scandal or poor reputation, a rebrand can help you distance yourself from the negativity and start fresh.

Outdated Image

A rebrand can bring it back to life if your brand feels outdated or needs to resonate with your audience.

Remember, rebranding is more than just changing your logo or name. It’s a process that involves reassessing your company’s values, vision, and message to ensure it aligns with where your business is heading.

WHEN TO AVOID A REBRAND
Recent Rebrand

If you’ve recently undergone a rebrand, doing so again too soon can confuse customers and damage trust. Frequent changes might lead your audience to perceive instability.

Strong Brand Recognition

If your brand already has a strong, positive reputation and high recognition in the market, a complete rebrand could risk diluting the equity you’ve built over time.

Solely for Novelty

Rebranding should be done for more than just for the sake of change or to follow a trend. A rebrand may be optional if your current brand aligns well with your identity, values, and target audience.

Financial Constraints

Rebranding can be expensive. If your business is facing financial difficulties, the cost of rebranding might outweigh the potential benefits.

Internal Resistance

A successful rebrand can take time and effort if your company has substantial opposition. Internal solid alignment and commitment are critical for a smooth transition.

Surface-Level Issues

If the issues lie in your business operations or product quality, a rebrand won’t fix these underlying problems. It’s more important to address the root cause first.

Maybe it’s better to make slight tweaks and improvements than to rebrand completely if the existing brand works well.

So you’ve decided to go for it … You’ve weighed up the pros and cons, and a rebrand is the best direction for the company.   Here’s our Rebrand Roadmap to help you through your journey:
1 – Set Clear Objectives

Identify why you’re rebranding and what you hope to achieve.

2 – Research Thoroughly

Understand your target market, competitors, and current brand perception.

3 – Involve Stakeholders

Engage employees, customers, and other stakeholders in the process.

4 – Define Your Brand Strategy

Determine your brand’s purpose, vision, values, personality, and positioning

5 – Create a New Visual Identity

Design a new logo, colour scheme, typography, and other visual elements.

6- Develop Brand Messaging

Write a new brand tagline, mission statement, story, and critical messages.

7 – Update Brand Touchpoints

You can apply the new branding to all business materials, including your website, social media, packaging, and physical locations.

8 – Plan the Launch

Develop a strategy for unveiling your rebrand to the public/industry audience

9 – Communicate the Change

Tell your brand story to your audience, explaining why and how you’ve changed

10 – Measure the Impact

Use key performance indicators to track the success of your rebrand over time.

 

Ready to hatch a new brand?  Let’s talk!

 

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The power of colour

Colour can evoke so many different emotions and feelings, it can create associations, and can even influence purchasing decisions so no wonder it is a powerful tool in branding.

It can help companies communicate their message and values to their audience plus create a visual identity that is instantly recognisable and memorable.

Colour can be used to influence consumer behaviour as it has a profound effect on the way we think and feel. It can make us feel happy, sad, angry, or calm. It can also make us feel more or less hungry, more or less energetic, and more or less confident – so pick your colour wisely!

Different colours have different associations. For example, red is often associated with love, passion, and excitement, while blue is often associated with calmness, peace, and trust. These associations can be used to create a desired emotional response in consumers.

For example, a brand that wants to create a sense of excitement might use bright colours like red and orange. A brand that wants to create a sense of calm might use soft colours like blue and green.

Each colour has its own unique meaning and triggers and below we’ll explore the common colours used in branding:

RED

The Colour of Passion and Energy

Red is a bold and powerful colour that can evoke feelings of passion, energy and excitement.

It’s often used in branding to grab attention and create a sense of urgency. It can also be seen as a warning and can even evoke feelings of anger or aggression, so use it wisely!

Brand example – Coca-Cola

Coca-Cola has been associated with the colour red since the 1890s, symbolising energy, excitement and passion, which are all qualities that align with the company’s brand values of happiness and fun. Additionally, red is a highly noticeable colour that stands out on shelves, making it an effective way to attract attention and compete with other soft drink brands. You know the brand is there before you even see it!

Coca-Cola’s use of red has become so iconic that the colour is now synonymous with the brand. The company has used the colour in countless advertising campaigns, and even decorates its delivery trucks and vending machines in the trademark shade of red.

 

ORANGE

The Colour of Fun and Playfulness

Orange is a vibrant and playful colour that can evoke feelings of fun and energy.  It’s associated with warmth, happiness and excitement.

It’s often used in branding for products aimed at younger audiences, such as Fanta. The brand’s bright orange logo and packaging are instantly recognisable and help to communicate the brand’s fun and playful personality.

Another brand example – Orange (before it became EE)

Orange’s orange symbolised energy, enthusiasm, and friendliness, which aligned with the company’s brand values of being approachable and customer focused. Orange also wanted a colour that would stand out in the telecommunications industry, which was dominated by blue and green colours.  They really did stand out in the market!

 

YELLOW

The Colour of Happiness and Optimism

Yellow is a cheerful and optimistic colour that can evoke feelings of happiness and positivity.  It is associated with joy and creativity!

One example of a brand that uses yellow is McDonald’s.  McDonald’s has used yellow as one of its brand colours since the early 1960s, it symbolises optimism, energy, and happiness, which are all qualities that align with the company’s brand values of being a family-friendly and fun brand.

The fast-food giant’s iconic golden arches are instantly recognisable and help to communicate the brand’s friendly and approachable personality.

 

GREEN

The Colour of Growth and Sustainability

Green is a calming and peaceful colour that can evoke feelings of growth, nature and sustainability.

It’s often used in branding for companies that value sustainability and the environment, such as The Body Shop.  Green represents nature, sustainability, and ethical values, which are at the heart of the company’s brand ethos. The Body Shop is committed to using only natural and sustainably sourced ingredients in its products, and green is a colour that perfectly reflects this commitment.

 

BLUE

The Colour of Trust and Stability

Blue is associated with calmness, trust, and stability. It is also seen as a peaceful and calming colour that can evoke feelings of serenity and calmness.

It’s often used in branding for financial and tech companies, such as Barclays Bank and Facebook.

Brand Example – Barclays Bank

The brand’s blue and white logo and branding help to communicate the brand’s trustworthy and dependable personality.  It represents stability, and reliability, which are key values in the banking industry. Blue is also a colour that is associated with intelligence and professionalism, which helps to reinforce Barclays’ position as a leading provider of financial services in the UK.

Brand Example – Facebook

As a social media platform, Facebook is responsible for handling a vast amount of personal data from its users, and blue is a colour that helps to communicate the company’s commitment to keeping that data safe and secure. We know it’s not always the case with Mr Zuckerberg – but his brand is designed to make us feel we can trust him!

Blue is a colour that is also associated with communication, and Facebook’s use of blue helps to reinforce the company’s role as a platform for connecting people and facilitating conversation.

 

PURPLE

Purple – The Colour of Luxury and Sophistication

Purple is associated with luxury, elegance, and sophistication. It is also seen as a creative and imaginative colour that can evoke feelings of mystery and magic.

Brand Example – Cadbury

Cadbury has used purple as its brand colour since 1914, allegedly as a tribute to Queen Victoria.  it symbolised luxury, quality, and sophistication. Purple is also associated with creativity, imagination, and innovation, which aligned with Cadbury’s brand values of creativity and quality.  Over the years they’ve battled many legal fights over their colour, so choose your brand colour carefully!

 

PINK

The Colour of Love and Care

Pink is a gentle and nurturing colour that can evoke feelings of love, care and warmth.

It’s often used in branding for products aimed at women and girls, such as Barbie. The brand’s iconic pink and white packaging helps to communicate the brand’s caring and nurturing personality.

Brand Example – Victoria’s Secret

Victoria’s Secret is known for its feminine and playful branding, which incorporates a range of pastel colours, including pink. The company uses pink to create a sense of romance, sensuality, and femininity, which aligns with its focus on lingerie and women’s beauty products.

In addition to its iconic pink packaging and shopfronts, Victoria’s Secret also uses pink in its marketing materials, product design, and social media content. This creates a consistent and recognisable brand identity that is instantly recognisable to customers.  They use their brand codes well!

 

BLACK

The Colour of Power and Elegance

Black is a powerful and elegant colour that can evoke feelings of sophistication and class.

It’s often used in branding for luxury and high-end products, such as Chanel.

Chanel is known for its timeless and elegant branding.  The company uses black to create a sense of sophistication, luxury, and high-end fashion, which aligns with its focus on creating high-quality and stylish clothing and accessories.

In addition to its iconic black and white logo, Chanel uses black in its product design, packaging, and marketing materials. This creates a consistent and recognisable brand identity that is instantly associated with luxury and high fashion.

 

WHITE

The Colour of Purity and Simplicity

White is a clean and simple colour that can evoke feelings of calm and tranquillity.  It’s associated with purity and innocence.

It’s often used in branding for products that value simplicity and minimalism, such as Apple.

Apple is known for its branding, and it incorporates a lot of white space in its product design, packaging, and marketing materials. The company uses white to create a sense of simplicity, elegance, and modernity, which aligns with its focus on creating innovative and user-friendly technology products.

In addition to its iconic white products, such as the iPhone and MacBook, Apple also uses white in its marketing campaigns and retail store design. This creates a brand identity that is instantly associated with high-quality and innovative technology.

 

What does your brand colour mean to you? 

And more importantly, what does it mean to your customers?

 

Need help developing your brand identity?  Let’s talk!

 

 

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Marketing vs Branding

One question that we’re asked a lot by small business owners is what is the difference between marketing and branding … and, which should come first?

Marketing and branding are closely related and both incredibly important. But they are not the same thing and there are some fundamental differences between the two.

Here’s our breakdown of the key differences:

Marketing:

Marketing is the process of promoting and selling your products, services or company.

It involves identifying and understanding your customer needs, developing a marketing strategy to reach those customers, and executing that strategy through tactics like advertising, PR, digital and social media.

Branding:

Branding is the process of creating a unique identity and reputation for your product, service or company.

It involves defining your brand’s values, personality, and purpose, and communicating that identity through visual elements like logos, colours and typography, as well as key messaging and storytelling.

While marketing and branding are quite distinct, they are both essential components of building a successful business. In fact, branding is often seen as a prerequisite for effective marketing. Without a strong brand identity and reputation, marketing efforts can fall flat or fail to resonate with your customers.

So, we believe that branding should ideally come first!

By developing a clear and compelling brand identity, you can then develop a marketing strategy that aligns with that identity and effectively reaches your target audience.

A strong brand can also help to differentiate your company from its competitors and create a loyal customer base, which can ultimately support the success of marketing efforts.

 

Need help developing your brand or marketing strategy?  Let’s talk!

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