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10 Questions to Kick Off Refining Your Brand

We use the 10 questions in this worksheet at the start of every branding project. Whether you're building, refreshing or simply refining your brand, these questions set the foundation for the process and help guide the creative to its full potential. Use this worksheet as a tool to inform your internal team, your agency or design firm partner, or to gain a deeper understanding of your brand's landscape.

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Build These 5 Things to Grow Your Business

If you need to attract more leads and close more sales, then you need a sales funnel. A sales funnel is another way of saying marketing plan, and it works regardless of the type or size of your business, or what you sell. This strategy will engage customers, capture their attention, and compel them to buy. Download the Marketing Checklist and get started growing your business today.

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How to choose the right color for your brand?

How to choose the right color for your brand?

Color is critical for a brand. For a brands color to be successful, it needs:

  1. To communicate – who they are and what they do
  2. To differentiate – to look different and unique in their market
  3. To engage with those they’re talking to (including both the internal team and prospective customers).

Color supports your story, helps your brand stand out from the crowd, and makes your brand is engaging to your audience.

The psychology of color
Certain colors evoke specific emotions and meanings, and whether you actively think about it or not, the culture around you can affect how you feel about color.

What’s the first thing that comes to mind? A stop sign, a fire engine, an apple, a Ferarri? How about danger, blood, Red Cross, and emergency. But red also is the color of love, passion, the rose, and Valentine’s Day.

The 3M logo is red. Target’s color is red, and the Salvation Army brand is red. They are all very different organizations – but red represents all of them very successfully.

Red, White, and Blue is the American flag here in the United States. But when you reorder that to Blue, White, and Red, it becomes the French flag.

The fact that the same color(s) can stand for so many very different things is fascinating. That’s why color on its own can not bear the full responsibility of creating your brand’s identity. That’s why we support it with messaging and visuals, graphics, and photographs.


Can black and white be a brand’s colors?
Yes, having a neutral brand color palette can be relevant. Scientifically, when all colors come together through a prism, they combine into white. So white is not the absence of color; it is all colors. The Las Vegas Raiders (formerly the Oakland Raiders) NFL football team is synonymous with Black & Silver. I could even make the case that Sussner’s brand color palette could be black and white – because our job is helping our client stand out., and the color of our client’s brands are more important (or at least just as important) as our brand color.


Color is personal
People have strong personal associations with colors. You may be influenced by your favorite sports teams (or by your team’s rival) and by the brands you associate with. You might not personally have emerald green in your wardrobe, but that color is perfect for Starbucks. I don’t wear a lot of purples. But that doesn’t mean that it isn’t ideal for the Minnesota Vikings.

When you are looking at the right color for your brand, In some cases, we have to guide our customers to look past their tastes and make sure the color chosen is what will benefit their brand. Be aware of your personal brand color preferences – because the color of your wardrobe, your home, and the car that you drive – might not be what’s right to represent your business’s brand, culture, and audience.


What is the best color for your logo?

  1. Consider the industry. If you are in a financial organization, you need to convey security, strength, and trust. If you are a fitness brand, you might be looking to project energy, activity, and performance. What colors help you tell your story?
  2. Consider what colors will be attractive to your customer and unique when compared to your competition. In a recent branding project, we looked at ten organizations our client identified as competition, and eight of those 10 used blue as their primary brand color. It was immediately apparent that if our client’s brand were also blue, they would end up looking exactly like everybody else.

If you’re using a color combination that comes across as outdated, and one of the traits you’re trying to convey in your brand is “contemporary” (or modern, current, or on-trend), then it’s time to take a look at an update. 3 – Determine the colors that best convey your desired brand attributes (i.e., Timeless, Passionate, One-of-a-kind, Inspirational, Charismatic, Fresh). Look at the desired personality traits that this brand is aspiring for, and consider what color(s) represents those characteristics.