Communication and Color Strategy

The main goal in difficult economic times such as these is to take the opportunity to build a stronger entity; one that will enjoy significant success as the market turns positive. Communication with your stakeholders is a key component of this building.

I have learned from a failed start-up that the lack of good timing on communication can, in hindsight, be problematic when market forces change. I have also learned that a solid, well-defined, well thought out and well-executed corporate identity carried through all communication materials instills the confidence in potential partners and customers that we understood our own business and would deliver as promised.

This communication must be done both visually and verbally and it needs to be carried through all initiatives. Here are three strategies that you can help you accomplish this:

1. Create and maintain an updated corporate identity and web presence
The look and feel of a web site tells a lot about a company. Does it communicate trust? Does it show that you take pride in your messaging and have invested in it? If you have made the investment, it demonstrates confidence that these tough times will pass and that you will be stronger for it as a company. If you have not made the investment, it has the exact opposite effect; it communicates a lack of conviction and focus.

2. Connect this corporate identity to your verbal communications
The choice of color, texture, imagery and messaging all come together to form your corporate identity. The benefits of a confident verbal message and consistent communication with stakeholders can be lost if the website looks outdated and if the logo appears to have been designed a decade ago. Be sure that your stakeholders hear, see and feel the confidence.

3. Make effective use of graphic elements
Graphic elements are key in communicating your message to your audience. They speak by themselves about your company, vision and goals.

White space: Play it smooth. Know when to cover it with information and when to leave it blank. Your audience will only want to hear so much at any given time.

Contrast: Play it strong. Use it to organize and lead your readers through the page. Make the reading process smooth so your audience does not have to spend any additional visual effort, particularly when reading on-line.

Color: Play it smart. This is your most powerful tool. Colors have direct associations and each color communicates something different. It's not just about what color you like, but about the color that represents your product or service best, and communicates with your audience most effectively.

I can tell you from day-to-day experience in multiple roles in multiple companies, that those businesses that understand their markets deeply and who are able to communicate effectively on a budget -both visually and verbally- are putting themselves in a strong position now for the coming economic turn-around.