Article by Tabitha Dumas of tabithadumas.com, Signature Color Style
Disclaimer: Personal branding is a hot topic, and while I am a color expert, I am neither a graphic designer nor a branding expert, so check with yours before you make any major branding decisions.
I have, however, color analyzed thousands of people, worked with dozens on their brand colors and what to wear for headshots, and assigned hundreds of Signature Colors.Brand colors are serious business. But, of course, it should also be FUN! My brand and my “vibe” have evolved over the years, but they have nearly always been pink and turquoise. My colors are meant to be fresh, playful, and uplifting, with an air of elegance and an artistic flair. I am whimsical. I’m girlie. I like to keep things light and airy, from my home decor to my favorite skirt, and that’s reflected in my brand colors.
So, what does that mean for YOUR brand colors?
Like your professional image, you have to ask yourself what image you want to project. Do you want to come across as:
- An expert
- Friendly
- Trustworthy
- Edgy
- Modern
- Chic
- “Old school”
- Kind
- Dynamic
- Playful?
Those all have a different mood and a different color. Opinions on the meaning of colors vary, but here are some common interpretations:
- Royal blue = professional
- Pink or magenta = girlie and youthful
- Emerald green = classy
- Army green = down-to-earth
- Red = sassy and spicy
- And my favorite, teal = elegant yet playful.
A critical step in figuring out your personal brand colors is determining how you want people to feel about your brand or how you want people to feel when they interact with your brand.
- “She’s always so _____.”
- “Every time I see his posts, I know they’re going to be _____.”
- Here are some other things to think about as you narrow it down.
- When people refer you to their friends or clients, what do they say about you?
- “You’re going to love how she thinks outside of the box.” This might be represented by unexpected colors like orange and green.
- “He pays attention to every little detail, so you don’t have to.” This might be represented by reliable colors like blue and gray.
- “They’ll treat you like family.” This might be represented by familiar colors like red and brown.
Are you tried and true or always on the leading edge? Do you want to challenge people or make them feel at ease? Do you want to be known as kind? Reliable? Always on the go? Youthful? Inspiring?
Brainstorm. Ask your favorite clients. Make note of brands you love and admire. People in finance tend to need to look trustworthy. Anyone in design needs to look current and put-together. A coach or consultant needs to look like the person their ideal client is looking for!
As for me, my big goal is to be approachable, lighthearted, feminine, and FUN. I want people to be comfortable with me and feel like they can talk to me because that’s what matters when we’re working on their content strategy, organizing their closet, or in a fitting room together. My brand reflects that. I could do all black and gold to look chic, wealthy, or trendy, but I’d rather look colorful, vibrant, and happy.
Figure out YOUR main brand identity descriptors, then choose the colors that will convey the message. Most brands need black and white, cream and gold, or white and gray, PLUS one main color, often used in a logo, and an additional accent color. The combination can be sharp or subtle depending on the mood you’re going for. My suggestion is to pay attention to warm versus cool colors to make sure they don’t clash. For example, orange, green, and brown are warm, while blue, pink, and black are cool. Currently, my main colors are black and white with teal and pink. They are in my headshot, on my business cards, and reflected in my events and promotional items. I also like a little bling and some whimsy!
Having a Signature Color also helps with personal branding. Mine is teal and shows up in everything from my pedicure to the pens I give out to the ink I use to sign a card because it’s my “signature color.” Get it?
Ideas for incorporating your Signature Color into your branding:
- Let your Signature Color guide your brand’s color palette.
- Have your headshots taken while wearing your Signature Color or a color that coordinates nicely with it.
- Make sure the neutrals in your brand palette work with your Signature Color.
- Wear a name tag in your Signature Color.
- Order business cards that showcase your Signature Color.
- Have your Signature Color represented at your table or booth during vendor events.
- Incorporate your Signature Color into your wardrobe through clothing pieces and accessories.
- Package giveaways, thank-you gifts, and mailings in your Signature Color.
Sometimes I use a deep pink or even a dark coral, which are both great colors for me and represented in my brand colors. But most of the time, when I have a choice of colors, I choose turquoise or teal.
Your brand colors should be a reflection of your personality and style. You should also LOOK like your brand when you’re meeting clients or attending events. Continuity builds likability and trust.
Having a Signature Color helps you stand out and makes you unforgettable. Make sure your brand colors do the same thing.
What about you? Are your brand colors “you,” or are you in need of an update?