The Psychology Secret That Makes Your Brand Stand Out

The Psychology Secret That Makes Your Brand Stand Out

branding May 13, 2023

If we haven’t met yet, I think a quick introduction is in order. So, Hi! I’m Jessie May. I empower coaches and healers to look, sound, and be the part so they can attract clients who see their value and are eager to pay them for it! 

Due to the topic of today’s post, I think it’s also important to note that I’ve been studying branding and brand psychology for over a decade. But, that’s not the main thing that has given me the information I’m about to share with you today. I’ve worked with hundreds of clients and students across the globe, which has given me more experience than my Bachelor’s degree, Master’s Degree or Coaching Certification could ever teach me!

So let’s break it down – what is the psychology secret that you can use to make your brand stand out, online and wherever else you show up? 

Color Psychology. 

Did you know that colors send subconscious messages to our brains and feelings/emotions centers, just by looking at them? Without a single word spoken or read, colors can make us feel the full range of emotions – from sadness, to joy, inspiration, tension, relief, and so much more. 

You may be wondering what this has to do with your brand, and that’s a great question!

The colors you use in your brand actually work to portray a message about who you are, what it’s like to work with you, and what you stand for – all before you’ve even said a word. 

What Brand Colors Say About Your Business 

Color plays an incredibly important role in how your brand is perceived, how you show up as the face of your brand and the type of clients you attract. Beyond just providing a nice visual, each color (and sometimes, different shades of each color) has a personality type and “vibe” to it. 

It’s important to choose your brand colors based on color psychology so you can portray an accurate, authentic message through your visual brand. 

Brand Colors and Meanings 

Everyone has at least one color that resonates most with their personality, and is ideal to use in their branding. And each color personality has a range of traits, strengths, weaknesses, preferences, and even interpretations. 

When you take color psychology into consideration when creating your brand, you end up with something that resonates with you and your ideal audience, and allows you to feel confident showing up as the leader of your brand. 

Here is a quick breakdown of each of the main brand colors – you can also click on the color you want to learn more about to view an entire blog about just that color. 

Red: Red is an extremely action-oriented, powerful, practical and motivating color. If your brand color is red, you likely have an incredibly powerful presence. Brands that utilize the color red tend to appear daring, passionate, and bold.

Orange: Orange is a color associated with light-heartedness. If orange is your brand's main color, you're likely viewed as being uninhibited, adventurous and FUN. You also do a great job at giving emotional strength during hard times.

Brown: Brown is a color associated with practicality. Brown personality types are welcoming, hardworking, and realistic. Brands that use brown as their main color do a great job at keeping things simple and making people feel at home.

Gold:  Gold is a color associated with being generous, authentic, and magnetic. If gold is your brand’s main color you’re probably a natural leader who is great at inspiring and empowering your audience.

Yellow: If yellow is your personality type, you’re gifted at helping people brainstorm ideas, make smart decisions quickly, and speed towards their goals with focus. You’re also fun, friendly, and radiate joy and positivity. 

Green: Green is a very nurturing color. Brands that use green as their main color tend to be respectful, gentle, and nurturing. Their clients feel rejuvenated and peaceful in their presence.

Blue: If blue is your brand's main color, you're likely viewed as calm, honest, and truth-seeking. You're gifted at helping your clients find and communicate their truths, and you tend to communicate your own truth with clarity.

Purple: Purple is a color associated with being creative, visionary, and unconventional. You do a great job at connecting others with their psychic abilities while keeping them grounded.

Pink: Pink is a color associated with being playful, nurturing, and sweet. If pink is your brand's main color, you're likely viewed as being caring and compassionate.

White: White is a color associated with simplicity, purity, and independence. You're likely a perfectionist – cleanliness and simplicity are important to you, and your home, car, and office may be immaculate, organized, and completely clutter-free.

Silver: Silver is a color associated with intuition and femininity. If silver is your brand's main color, you're likely viewed as being sophisticated and soothing. You're gifted in finding inspiration in the future, enhancing and grounding spiritual energy, and opening people up to new experiences and possibilities. 

Black: Black is a color associated with being classy and confident. Black brand personalities are powerful. You tend to be either a rule-breaker, or an extreme rule follower, there is rarely an in between. Either way, you tend to be incredibly strong-willed.

Why Brand Colors are Important 

Though the connections people make based on colors are usually subconscious, knowing the basics of color psychology can help you send the right message to your potential clients through your visual branding. 

When you choose brand colors that resonate with who you are and the type of business you’re building, you will start to feel CONFIDENT showing up as the face of your brand and putting yourself out there for new opportunities. Not only that, but it will help your clients feel more confident in hiring you, because they feel a connection to what you are portraying through your visual brand!

How Many Colors Should You Use in Your Branding? 

When you take my Power Profile assessment, you’ll receive your results for all colors, listed with your highest score first all the way down to your lowest score last. 

When choosing which colors to use in your color palette, I recommend using the color that scored highest, and then complimenting that color with your second, and possibly also your third highest scores. 

After you decide which colors to use, the next decision you’ll need to make is what shades of those colors to use.  

For example, let’s say your main Power Profile result was Blue. How do you know what your blue should look like? First consider how you want your brand to come across. If you want to portray a mature, established, reliable brand, consider using navy blue. If you want to portray more of a relaxed, calming vibe, try a softer pastel blue. Or if you want your brand to be a little more playful, try going with a bright blue. You may also want to use a few different shades of your main color in your brand’s color palette. 

Next, you’ll need a neutral palette to serve as a sort of backdrop to help your main color(s) shine. While your neutrals don’t have as much influence on your brand personality as your top Power Profile results, they do have some – so you’ll want to make an educated choice. If you received a neutral color like white or black as one of your top 3 Power Profile results, that may be a good choice to base your neutral palette off of. 

You could also choose a cream-y, muted, neutral shade of one of your topPower Profile colors. But, pay attention to which colors you’re using, because even muted shades will communicate some of the qualities of those Power Profiles – so you’ll want to make sure they’re aligned with you and your brand. You don’t want to overdo it with the neutrals, so it’s best to stick to one light and one dark neutral. 

Once you’ve established your main colors and neutrals, it’s really up to you whether you want to add more! Following the guidelines above, you should have 3-5 colors (including different shades of the same color) in your palette as-is. If you’re feeling drawn to include more, for most brand’s, I recommend adding additional shades of your top 3 Power Profile results, not additional colors all together. If you’re someone who needs a hard and fast rule, aim for 8 colors max in your brand's color palette (including your brand's main colors, various shades of those colors and neutrals).

Choosing Your Brand Colors

One of the easiest places to start when choosing your brand colors is with my Power Profile quiz and mini course. This incredibly valuable tool will identify the colors that resonate most with your brand personality, plus so much more. 

From there, you can determine the overlap between your Power Profile and your Brand Archetype and use the Brand Bundles in the Impact Tribe to design all of your brand visuals and collateral easily while staying on-brand. 

For now, let’s start with the Power Profile. Click the link below to explore more and get started discovering which colors resonate most with you! 


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