Establish Brand Colours that Drive Brand Impact

Brand colours are more than “what looks good.” They’re visual shortcuts to trust, recognition, and emotion.

Most founders either pick colours they like or copy competitors, and end up blending in instead of standing out.

Done right, your brand colours make you memorable, build authority, and speak to your ideal customer without saying a word.

Let’s walk you through the exact process for choosing, testing, and establishing your brand colours that drive brand impact and conversion.

This isn’t just a colour-picking guide — it’s establishing your brand colour strategy.

What Are Brand Colours and Why They Matter

Brand colours are the intentional set of colours that represent your business identity — across logos, websites, packaging, and marketing.

They include:

• A primary colour (your hero shade)

• Secondary colours (support and contrast)

• Accent colours (for buttons, calls-to-action)

• Neutrals (backgrounds, text, spacing)

In Australia, brand colours influence first impressions and can even impact consumer behaviour — especially in competitive industries like health, tech, education, finance, and fashion.

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Why Brand Colours Matter for Founders

• Increase brand recognition by up to 80% (according to research)

• Make your brand feel consistent across platforms

• Influence emotion and buyer psychology

• Support future scaling across websites, ads, print, and packaging

Real World Example 1

A Melbourne-based eco startup worked with Noize to clarify their brand values and chose a deep green palette to align with their sustainability message. Website conversions jumped 24% after launch.

Real World Example 2

Another startup copied a global competitor’s blue palette, confusing customers and looking generic. After switching to a bold, original tone with Noize, bounce rates dropped by 40%.

With Noize Strategy, the fix included:

• A clarified brand personality and audience lens

• Our knowledge of colour psychology

• Application rules for web, print, and social — all documented in their brand kit

What You Need Before You Start

• A clear brand personality and voice

• Your target audience profile

• Competitor research (to avoid overlaps)

• Logo draft or final design (optional but helpful)

• Moodboard or inspiration references

Mentor Tip: Start in Canva with a mood board. It’s the fastest way to turn a feeling into a visual direction. Pull images that match the emotion and tone you want your brand to evoke, then let that guide your colours, type, and layout choices. Canva has done-for-you templates, and I’ve curated 35 mood boards covering different industries and vibes you can preview even without an account — [view here]. We use Canva across our business because it scales with you: quick for founders, consistent for teams, and powerful enough to keep using as you grow.

Creativity isn’t a prerequisite — clarity is. Canva helps you get both.

If your colours don’t evoke a feeling or message — they’re just decoration.

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How to Establish Brand Colours in Australia:

Step-by-Step

Step 1: Define Your Brand Personality

• Choose 3–5 adjectives: e.g. bold, elegant, calming, professional

• Match emotional tones to colour psychology (e.g. green = growth)

• Think about how you want your brand to feel, not just look

You’ve clarified the emotional direction your colours should communicate.

Step 2: Research Competitors

• Check your direct and indirect competitors’ palettes

• Identify what’s overused or outdated in your space

• Pinpoint visual white space — what colours aren’t being used?

This prevents visual copycat syndrome and helps you stand out.

Step 3: Choose Your Primary and Secondary Colours

• Select 1 hero colour (the visual anchor of your brand)

• Add 2–3 secondary colours for balance and versatility

• Include 1–2 neutral shades for backgrounds and text

You now have a flexible palette that works across digital and print.

Step 4: Test for Accessibility and Versatility

• Use tools like contrast checkers (e.g. WebAIM)

• Test combinations on light/dark backgrounds

• Simulate your colours on mobile, desktop, and print

Your palette is now inclusive, legible, and usable across devices.

Step 5: Document Your Brand Colour Rules

• Define HEX, RGB, CMYK, and Pantone codes

• Include usage do’s and don’ts (e.g. no gradients, logo spacing)

• Decide which logos are used where and when (eg. on dark colours, or for merch)

• Share this guide with designers, developers, and marketers

Your colour rules become part of a consistent, scalable brand system.

Your colour rules become part of a consistent, scalable brand system.

Cost of Creating Brand Colours & Strategy

Tool / Service	Cost Range
Canva Pro or Coolors.co	Free – $17/month
Brand strategist (DIY workshop)	$0 – $250
Brand designer or agency	$600 – $2,500+
Brand style guide (template)	Free – $99

Cost-Saving Tip: Build your palette using a free account on Canva, and then validate it with a strategist before rollout.

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Common Mistakes Founders Make

Hard hitting facts to prevent you making the same mistakes.

Picking colours based on personal taste 

Your favourite colour ≠ the best brand message.

Forgetting accessibility 

Low contrast = low engagement (and legal risk).

Using too many colours 

It causes confusion and weakens your identity.

Not testing colours on real mockups 

What looks good on a palette may fail on your website.

Inconsistent colour use across platforms 

If your blue changes on every page — you lose trust.

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 What to Do Right Now

✅ Want it done for you ? Less guesswork. More growth.

Get a complete branding system—identity, digital kit, and rules your team can follow—so every post, page, and pitch pulls in the same direction and converts. [Noize.com.au]

✅ Are you a startup ? Get the Startup Deck and build the complete foundation of your business, for less than a car service [theStartUpDeck.com]

COMING SOON...

✅ Download our free Colour Brand Guide from [ProDesk.com] and open an account with Canva to build your starter palette.

FAQs

What’s the difference between primary and secondary brand colours? 

Primary colours are your main visual identity shades. Secondary colours support contrast, hierarchy, or variation.

How many colours should a brand use? 

3–5 is ideal: one primary, two secondaries, and one or two neutrals.

What colour is best for trust? 

Blue is commonly used for trust, but it depends on industry and tone.

Can I change my brand colours later? 

Yes, but you risk losing recognition. Rebranding should be strategic, not reactive.

What tools can I use to choose brand colours?

 Try Colours, Adobe Colour, or Canva Pro for palette creation.