Whether you are starting a new business or rebranding an existing one, finding colours to fit your brand’s personality is an important step in the branding process.
In most cases, the colour palette you use for your brand identity is just as important as using the right language.
Understanding colour theory is essential for the success of your brand. The colours you use affect how your brand is perceived and can provoke emotional cues from your audience.
What is colour theory?
Colour theory, also referred to as colour psychology, is the study of colour choice and its impact on emotions and behaviours. In marketing and branding specifically, colour theory revolves around consumers and their impression of a brand depending on the colours that are used.
Defining your brand identity
One of the first steps to building your brand will be determining your brand identity!
When you define your brand’s personality and narrow down what you are trying to communicate, choosing the colours that best represent your brand will come quickly.
Are you creating a brand that is playful or serious? Youthful or mature? Luxurious or affordable?
There are so many things you should ask yourself when defining your brand identity!
By determining your brand’s personality, you can better establish a colour palette that best fits what you are trying to communicate to your audience.
Using your branding colours
Consistency and repetition are key when it comes to using the brand colours you have decided on.
You’ll want to use the colours you have chosen for your logo, website and any advertisements you may make. If you are selling a product and open a storefront, it is also important to showcase your colours around the store as well.
By consistently using the same colours, you strengthen your brand identity and your audience will begin associating your brand with those colours.
Meaning of Branding Colours
Whether we like it or not, emotions are extremely powerful and can drive decision-making. While branding, consider how your brand will be perceived and what emotions you want to provoke from your audience.
After determining your brand’s personality, choose colours that hold the same or similar emotions.
Red – Power, passion, heat, danger, excitement, action
At the end of the day, there is no right or wrong way to pick your branding colour palette!
Personal experiences, cultural differences, age and gender can alter the effect that colours have on an individual. While it is important to keep in mind the research behind specific colours and the corresponding emotions, there is no concrete rules for choosing your brand colours.
Find something that works for you and your brand. Colour psychology is based on emotional connection to colours, so don’t forget to consider your own feelings when deciding on your brand colours.
I usually am not one to jump at being in front of a camera, so I was extremely nervous at the thought of being front and centre during a personal branding photoshoot. However, I know how important it is to be visible as the face behind a brand, and I was excited to have professional photos for my new website, LinkedIn and social media platforms.
Before the photo shoot, I took some time to pin inspo photos to a Pinterest board to get ideas for hair and makeup, outfits, props and posing. It was a great way to calm some of my nerves and know what to expect before the photoshoot.
Finding a location for the shoot was extremely easy! The Glasshouse Studios has several beautiful rooms that can fit any brand vision. Since I was looking for something bright and airy with more of a contemporary feel, I went with the Amalia studio.
When I arrived at the studio, I was immediately welcomed by the amazing photographer Josie Cipriano. We sat down and chatted for a few minutes while I waited to get the day started with hair and makeup. We took a small tour of the studio space so I had a chance to see where I would be getting my photos taken and to let me know what I should expect during the shoot.
Before getting any photos taken, I was lucky enough to get my hair and makeup done by Valeria Nova. Like I said, I’m not necessarily one that would be in front of the camera, so getting my hair and makeup done wasn’t something I was used to. Val took some time before starting to look at my Pinterest board and see what I had envisioned for my brand.
Once I changed into my first outfit and was ready to go, we started shooting the first set of photos. I knew that I wanted some looks to be more professional for me to use as I start my career in Public Relations and some to be more casual for my website branding.
I started feeling way more comfortable having my picture taken as the shoot went on. I loved having Josie’s advice on what outfits would look best and what poses would look most casual in photos.
Josie exceeded my expectations, and I can’t wait to get the images back! With over 100 photos taken, I easily had content that I could use across all of my social media platforms and website for months. We took some photos with space for text to be included, professional headshots I could use for work and casual shots for Instagram!
– Rebecca Pilkey is a Junior PR Specialist with Pink Palm MarCom
Clubhouse is the newest social media app that everyone is talking about – but how can it be used to build your network?
The new app is an invite-only, voice-based platform that allows users to join live conversations with almost no topic off-limits. Clubhouse offers a space for users to network with industry experts and other members with similar interests.
When it comes to social media apps, most people immediately think of Twitter, Instagram or Facebook. These apps focus on users posting their thoughts or photos, while other users can then like and comment on these posts.
Clubhouse takes a different approach when it comes to how users communicate with each other. The app is designed to be similar to a podcast where users can share their thoughts using their own voices. Other users can then jump into the conversations in real-time, sharing their views and opinions.
Right now, the app is still in “beta testing mode,” which means users will have to secure an invite before they can attend any of the live chats. However, if you want to secure a username, you can still download the app, pick a username and get on the waitlist.
Getting Started on Clubhouse
Step #1
You’ll want to start by setting up your profile after securing your invite.
Unlike other social media platforms, Clubhouse doesn’t limit the number of characters you use when writing your bio, so you can be as creative as you would like. Your bio will catch the attention of other users and will determine if they will want to connect with you.
Don’t forget to link your Twitter and Instagram to your account as well!
Step #2
Before you jump into an active “room,” be sure to customize what you will see in your “hallway” by selecting topics from the “interests” page.
Clubhouse will use the interests you select to suggest rooms and people to follow based on your choices.
On the “interests” page, you will find several topics broken down into categories. These categories include wellness, identity, entertainment, and so many more. The topics you select will customize your “hallway” and find chats that fit your interests.
You don’t need to be picky with your selections since there is no limit to the number of topics you choose!
Step #3
After personalizing your profile, you can head over to your “hallway” and check out the live “rooms” that fit into your interests.
If you are looking to find conversations happening at a later time, you can look at the calendar icon to add a chat to your schedule.
A room is essentially a seminar with speakers and a muted audience. As you enter a room, you will automatically be muted. However, you have the opportunity to ask a question by selecting the “raise hand” icon. Moderators will then be notified and can decide to unmute you.
All users in the platform have the opportunity to start their own conversations by creating a room.
Making a Meaningful Connection
After setting up your profile, selecting your interests and browsing through live rooms, it’s time to start building your network.
Making yourself visible is key to building your network on any platform, and Clubhouse is no different. While jumping into a room and being a member of the audience is a great way to learn from speakers, getting yourself involved in conversations allows people to get to know you.
Rooms are a great way to meet new friends and connect with new people around the world! Clubhouse has created an environment that allows for respectful debates, asking questions and open conversations between all users.
When you listen to a speaker, and they share something that sparks your interest, send them a direct message to let them know! This can be a great conversation starter and will help them remember you.
The best way to make yourself visible is by hosting a room. When you host a room, you are front and centre, sharing your own opinions on topics. Once you start sharing your opinion, listeners will connect with you on Clubhouse and your other linked platforms to send you direct messages.
If you are still unsure about starting your own room, start raising your hand during a live chat and insert yourself into the discussion. Whether you agree with another speaker or want to ask them a question, your comment may be a starting point for your new connections.
Is Clubhouse Right for You?
Like many other social media platforms, learning how to utilize its functions took time and getting used to in the beginning.
Clubhouse is still ironing out the edges with its most recent topic of discussion to find a way to keep its users safe from harassment and bullying. While the creators have built a platform that allows users to have open conversations, the lack of moderation control can be a cause for concern for some businesses.
While the app is still in its beginning stages and continues to evolve, Clubhouse serves as a great platform to build connections with those in your industry or who have similar interests to you. Ultimately, depending on your industry and individual goals, your experience on Clubhouse may vary from other users.
When used correctly, Clubhouse can help creators and brands to build a substantial audience. Overall, the ability to have direct conversations with a group of people from all walks of life directly impacts your network.
If you’re looking for a platform to have meaningful, real-time discussions, Clubhouse might be the right fit for you!
Don’t forget to secure your username while you wait on that coveted invite that will eventually come your way!
– Rebecca Pilkey is a Junior PR Specialist with Pink Palm MarCom
How to best use the new social platform for your marketing efforts
Wondering how you can use TikTok in your marketing efforts and increase brand awareness? If you use the new social media platform just right, you could grow your audience, increase engagement and reach millions of users.
TikTok, previously known as Musical.ly, was originally created for users to film short lip-sync videos to popular songs. After the name change in 2018, the content on the app generally stayed the same. While some of the most popular content on the app is still primarily lip-syncing and dancing videos, there is no set rule book as to what types of videos can be posted. You can find videos of users trying new recipes; the latest social media challenges; interior design trends;and even book recommendations, if that’s what you’re looking for.
With over two billion downloads and more than 800 million active users worldwide, TikTok can be used for brands to reach new, larger audiences.
TikTok Demographics
As of May 2021, TikTok ranked seventh for the most used social media platform, with most of its users being teenagers and young adults between the ages of 10 and 29.
The app is also available in more than 150 countries, allowing users to create brand awareness worldwide. This can be a great platform to connect with new audiences in different countries.
While the design of the app does cater to the younger generation, app popularity continues to grow. As the types of content shared in the video continue to change, the reach and demographics of the app will shift.
Making your Video
TikTok has made it extremely easy to create and share content through the app. Once you know how the app works, the posting process takes little-to-no effort.
It’s important to remember viewers initially got hooked to the app due to the short video content posted.
Ideally, when posting, your video should stick to the 15-to-30-second range. Keeping your content short will also increase maximum watch time.
Make use of the TikTok song library and filters you can find on the app. These often go along with trends that can push the videos you post to the “For You” page (FYP).
Before posting your video, make sure to include closed captioning. This is an easy way to increase your video reach and make sure your content is more accessible.
Creating Engaging Content
The biggest draw to using TikTok is the short, engaging content it can provide. TikTok also uses a unique algorithm, catering the apps FYP to each individual user.
While it’s difficult to pinpoint how TikToks algorithm works exactly, there are some ways to help get your video on users trending pages.
New video trends are created daily, such as the latest dance challenge for a popular song or the use of an in-app filter. It’s important to stay on top of these trends because the algorithm prioritizes content that is popular in the moment.
TikTok allows brands to connect with their audience in a new, fun way. While seeing ads have become a new normal for consumers, users of TikTok aren’t looking to watch videos from brands that are pushing product.
This platform is a great way to showcase behind-the-scenes content from a brand that wouldn’t normally be shown anywhere else. Videos showing how photoshoots work from the perspective of the photographer or quick try-on hauls from clothing companies can be a great way to engage followers.
Starting a new social media platform can be time-consuming and overwhelming at times. An easy transition to using TikTok may be repurposing videos that were initially posted on Instagram or Facebook. That way, you don’t have to create brand new content right away.
It is also important to remember, while TikTok is meant to be a place to post more lighthearted content, it is important to continue to use the same message across all social media platforms.
Experiment and expand your marketing reach
TikTok can be an excellent way for a brand to continue to expand its marketing channels and increase brand awareness.
While the platform still has a way to go before it becomes a key player for brand marketing, it provides a lot of opportunities to expand marketing efforts and increase brand awareness. By getting yourself on TikTok now, you can establish your following now and take advantage of the platform as it continues to grow.
You may have already noticed your Instagram explore page favouring IG Reels. At the very least, if you look at the navigation bar, the Reels tab has taken centre stage.
IG Reels are short 15-to-30-second videos set to music or your own sound. They are a great way to share fun and engaging content to help build your brand and grow your reach on Instagram.
If you are already utilizing Instagram’s story feature to keep your followers engaged, trying out Reels may be worth a try.
Here are some tips to make effective IG Reels:
#1: Create a storyboard
Setting an objective and planning your Reel can make filming your video way easier!
Reels should contain helpful information, tips and tricks or tell a story, all while showcasing your values and your brands personality.
They are meant to be fast and creative to catch the interest of your audience. However, they also provide a fantastic opportunity to connect more on a personal level with your Instagram followers and less like you’re selling a product.
While you shouldn’t make your Reel look like an ad for a product, this is an excellent opportunity to do a little show and tell for your followers.
#2: Practice Makes Perfect
After creating a storyboard, it is best to practice filming your Reel before posting. It is easy to forget how fast a 15-to-30-second video can go.
IG makes it extremely easy to edit, trim and delete any clips you have filmed without having to re-film the entire video.
Consistently creating excellent Reels could potentially land you a spot in the IG Feature section, which could reach an audience outside your current followers.
#3: Video Quality
The quality of your video is essential. The Instagram Reel algorithm does not favour videos that are blurry due to low resolution. You can use filters or camera effects to make your video more creative.
Instagram also confirmed that using videos with visible watermarks or logos will also not be recommended to followers.
It is also important to keep in mind that the video will not do well if it contains a border of any kind or if most of the video is covered by text.
#4: Closed Captions and Subtitles
After you have completed filming and editing your IG Reel, adding closed captioning is arguably the most important aspect before you post. This is helpful to people who tend to watch videos without sound but, more importantly, is a way to make your IG more inclusive to those who are deaf or hard of hearing.
By being more inclusive to all your followers, you will have supporters who want to engage with the content you are posting.
It is also important to note that you should keep your closed captions in the centre of your screen, so it stays completely visible to those who need it!
Reach your audiences consistently
If you are someone who constantly posts IG Stories throughout the day, IG Reels may be the next thing you want to explore.
If you are concerned about trying to add yet another thing to your to-do list. Try re-using content! If you have a TikTok account that you regularly post to, save those videos and post those as a Reel.
While this is a great way to provide a long video format to your followers, through Reels, you can create more compelling content and increase your reach on Instagram. Try it out!
