Brand Colors: What They Reveal About Your Business (And Why Authenticity Matters Most)

Dani Annala
Apr 25
2 min read

Have you ever wondered why you instantly recognize certain businesses just by glimpsing their colors? Or why some brand palettes make you feel something immediately, while others fall flat?

The psychology behind brand colors is fascinating—and it's more powerful than most small business owners realize.

The Language of Color

Every color speaks its own language:

Red shouts energy and urgency. Think Coca-Cola's ability to create excitement or Netflix's passionate brand identity.

Blue whispers trust and reliability. It's why banking institutions and tech companies like Facebook and PayPal lean heavily on various shades of blue.

Green speaks of growth and health. Perfect for Whole Foods and other businesses connected to nature, wellness, or sustainability.

The list goes on—purples suggesting luxury, yellows radiating optimism, blacks projecting sophistication.

But here's where many business owners go wrong: they choose colors based solely on a marketing textbook or the latest design trend, ignoring their own authentic connection to their brand.

My Color Story

When developing Dan's Kitchen Shop, I didn't start with color psychology charts. I started with my personal truth: green has always been my favorite color, and I have a deep passion for growing food and bringing people together around the table.

The olive greens and warm neutrals in my palette emerged naturally from that connection. And you know what? They resonate more deeply with my customers because they're authentic—they truly represent what my business stands for.

This authentic approach creates a visual identity that feels cohesive and meaningful rather than trendy or generic.

Finding Your Authentic Brand Colors

So how do you determine the right colors for your business? Here are a few starting points:

Look inward first: What colors are you naturally drawn to? What personal connections do you have to your business that might suggest certain colors?
Consider your values: If your brand values could be expressed as colors, what would they be? Reliability might suggest blue, while creativity might call for purple or orange.
Know your audience: While your colors should be authentic to you, they should also resonate with your ideal customers. Consider who they are and what matters to them.
Test and refine: Try out different combinations, get feedback, and see how your colors perform across different applications.

Deeper Guidance Each Week

This post just scratches the surface of effective brand development. Each week, I share practical, actionable business tips like this one with my email community—from brand development to marketing strategies, productivity hacks to customer experience enhancements.