I don't believe in brand colors. It has been like that since the days of practitioners dealing with brand strategy every day.
I left the company 3 years ago and am walking on my own path. As a result, I am more interested in the brands of individuals and small business owners than companies. Actually, it's not the level of interest. it's survival I am a personal brand called Mahjongga, and the corporation I founded approaches consumers as a brand.
Even now, I still can't put my mind on things like brand color or personal color. Marketing with color, especially on online-based social media, is a pretty rudimentary idea.
At first glance, it seems very plausible, doesn't it? Why is personal color not important? I found out why.
If personal color is important, it's probably because of the assumption that color helps brand power.
But it is not.
Where does the strength of the brand come from? It's an experience.
I have a 100 million chart (so to speak, indexed in collaboration with a world-class consulting firm to show how influential every marketing activity is for each purpose), and how brands can enchant consumers with experiences. is not a few event, for example. In those few hours of engagement, you fall in love with the brand and come out. because of experience
Color comes into play here. But you have to be very subtle. All sophistication is subtle, not overt. It is blatant and unprofessional to paint in yellow just because my color is yellow.
Once again, making a brand feel must be accompanied by an experience. Now, then why can't color lead to experience?
I've been peeping at this chart for the first time in years and doing some empirical research. The reason was that we were constantly being pointed out that our company's homepage did not contain the brand. Of course, there was also a point about color in it.
But I feel like I don't know the answer now.
Placing personal colors in the foreground on social media is a real need error. Why?
Social media is an online space. Online is very limited in delivering experiences. Still, it can be said that something can be conveyed. If possible, it is through storytelling and through content. It's not because of the color that stands out on social media screens.
According to the 100 million chart mentioned above, social media is a category of Digital, eCRM, and eCommerce. In a word, online.
If a practical experience through an event is the best way to publicize the essence of a brand, online is the best way to induce conversion of consumers. Events are the best for making fans. Online is the best way for consumers to start their journey to purchase by clicking on it, pointing me to my email, and so on (marketing funnel).
Events are not effective beyond conveying a brand experience.
Online is not effective except for converting consumers.
In other words, each marketing activity and strategy is effective and sometimes not.
There is an example that clearly demonstrates this fact.
Let's go to the homepages of Louis Vuitton, Hermès, Nike, and Vogue magazine.
There is no color on the homepages of these great brands. It is not that there is no dominant color. just no color Most of them are black text on a white background.
However, the color of the brand (personality, not color!) can still be felt. It's because of the content. because of the story. By the product and the way it is presented.
Then let's go to Apple's Instagram, which we all praise. Did you decorate your Instagram square thumbnail with one line in green and the other in sky blue? Why don't great brands do the magic of color that personal brand experts cleverly whisper?
Apple has no dominant color. In a word, there is no personal color.
Not because it's Apple, because it's Hermès, or because everyone knows it.
The online space is a faithful space for conversion. When the time comes for Apple to spread its individuality like Apple and Hermès to Hermès, it will. But it's not online. Rather, for the purpose of online for conversion, personal color is a sabotage and a hindrance.
experts know cover the time and place
Too much personal color makes you look like an amateur. Online, the power of the content itself and the storytelling itself become a brand.
That's why I like Mahjongga blogs and YouTube pages that don't have personal colors. Rather than being obsessed with a certain color, isn't it the meaning of independence to express myself freely and in various ways from time to time? And so it is in business. I am rather proud that our company does not have an over-decorated homepage in a specific color. I want to create a company that lives forever in people's hearts not by color, but by story and positioning.
There is only one thing that I am obsessed with. “Is this someone else’s life or my own?” And it cannot be expressed in color.
