Why your brand colour is a strategic business asset

Despite the slightly underwhelming choice for the Pantone Colour of the Year 2026 (spoiler alert: it’s white), it’s a timely reminder that colour is not simply a design choice; it’s a strategic

asset that influences brand equity, customer perception, and long‑term business performance. 

Consider the instant recognition of Skyscanner’s blue or Cadbury’s purple. The same works for businesses too. EY’s distinctive yellow or Virgin’s bright red delivers a similar impact. Colour is one of the fastest visual cues that the human brain processes, which makes it a powerful driver of brand recall and trust.  

Colour that builds brand equity 

A strong brand identity begins with a clear primary colour and a supporting palette. When these colours are applied consistently across your logo, marketing, PR, digital channels, and internal communications, they reinforce recognition and strengthen your market position.  

This consistency is not cosmetic. It is a business discipline that supports growth. 

Colour that aligns with your brand’s purpose 

Your colour palette should reflect your organisation’s values, audience, and strategic direction. Whether you operate in luxury, technology, sustainability, or the outdoors, your colours signal who you are before a customer reads a single word.  

Colour that influences audiences 

Colour psychology has shaped human behaviour for centuries. Cultural interpretation matters too. Red symbolises celebration in parts of Asia, but can signal distress in Europe. For organisations operating across markets, these nuances are essential to get right. This year, Pantone chose ‘Cloud Dancer’ white as its colour for 2026. A colour that spans cultures and encourages a ‘moment of calm’ in the current climate.  

Colour that strengthens every touchpoint 

From investor presentations to marketing campaigns to customer experiences, colour is a unifying thread that builds trust and recognition. In a saturated world, brands that use colour strategically stand out and stay remembered.  

If you are reviewing your brand identity for the year ahead, take time to assess whether your colour palette still supports your strategic goals.  

If you would like expert support in strengthening your brand and communications, contact us:

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