Rules about Color

 Brand Elements 

Choosing a color 

Choosing a slogan/tagline

Rules about Color

Ultimate goal is to own a color 

 (e.g, Tiffany’s light blue, Mary Kay’s pink) 

 Color can also be used to separate product lines

 Different viewers experience color differently 

 Ensuring consistency of color across 

platforms/media is difficult 

 Colors can create very strong perceptions

 Luxury colors: gold silver black white 

 Gender colors: blue, pink

Slogans/Taglines

Can be tailored to a positioning strategy 

 Can remove some of the ambiguity associated with brand and/or symbol 

 Can generate its own equity/emotion– (“reach out and touch someone) 

 Can reinforce the name or symbol (from sharp minds come sharp products) 

Tagline Basics

Must be short 

 Must be differentiated from competition 

 Must be unique 

 Must be easy to say and remember 

 Cannot have any negative connotations 

 Can be protected and trademarked 

 Evokes an emotional response