At first site, Radiant Orchid, Pantone’s 2014 color of the year, may not seem to be the easiest color to incorporate into your corporate branding strategy.  After all, a study of the world’s top 100 brands (determined by brand value) shows the most popular colors among top brands are blue (33 percent), red (29 percent), black or gray scale (28 percent), and yellow or gold (13 percent).  Not a purple hue among them!  But with thoughtful consideration of the various ways to incorporate the color trends into your marketing game plan, you can stay current without sacrificing the consistency of your branding message.

Refresh web site images:  Although a corporate web site is the best place to showcase the corporate colors, it should also be the place that is consistently updated with news clips, calendars, videos and photos.  The new color of the year may be reflected in subtle images like a tree with purple flowers; or in an on-line ad for a new customer contest using a splashy new background or text color.

Customize online display advertising:  Online display advertising is different from your website or landing page. Display ads will be competing with many other elements on the page that are out of your control.  Test new colors in photography, illustrations and font to help your ad stand out.

Incorporate new colors into promotional product mix:  News flash! Promotional product giveaways don’t always have to be the same color as the corporate logo.  As long as the logo is imprinted according to brand guidelines, the products themselves should appeal to the audience in a creative way.  Tote bags, flash drives, writing instruments, drinkware, caps and t-shirts could all be offered in a variety of colors – with the same logo design, of course – to demonstrate how your brand is both consistent and up-to-date.

While it’s imperative that a brand maintains color consistency in order to achieve long-term consumer recognition, it is also important to let your customers know that your company is not only aware of popular trends, but is also responding to them.  Staying current is easy with color – give it a try!

(Image via Pantone)