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Defining Your Brand's Visual Identity Using Colour

Your brand colours count towards a cohesive visual identity

Brands in-the-know will create their own set of brand guidelines. This usually includes tone of voice (think social media, advertising, etc), and visual style when utilising typefaces, images and colour palettes. It's all about having a recognisable, cohesive brand. See some examples here. This post is about one element of your brand's visual identity: defining your brand colours.

Experts talk about the psychology of colour, how it will make your customer feel, how you must research colours and they must resonate with your audience etc, but I prefer a more organic approach - if you are selling to people like you, pick colours you like!

There are plenty of websites offering colour palette pickers, and I like using Color Palette FX. Upload an image and it will display the colours from it. This works well if you have a photo that defines your brand e.g. has many different bright colours or has muted pastel hues, etc.

branding your small business using colour palette

Click on each colour you like to find the hex code (the number/code used in computer applications to represent colours). Make a note of the hex codes as you can then use the exact same colours for all your branding elements.

hex colours for online branding

See how nicely some of these colours go together? I warn you, it's pretty addictive! So here, Mountbatten Pink has the hex number: #997788. Pick a few colours that work well together, and then set about creating your images & web presence with them.

If you already have a website, upload a screenshot instead of an image to Color Palette FX.

In many cases when creating images online, you'll have the opportunity to enter your hex codes where there is a colour picker. Here is one of the places you can find the hex code in Photoshop:

Appoint specific colours to particular elements e.g. pale purple for text headings, dark purple for borders, mid blue for links, etc.

Further reading:

If you already have your branding fine-tuned, please do share how you came about picking your colours in the comments below.

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How to check your Twitter impact with quick analytics

How to check Twitter Analytics for your small business

How to check your Twitter impact with quick analytics

If you haven't discovered the free Twitter Analytics feature yet, you need to know how simple it is to measure your results! Visit while signed into Twitter to activate analytics for your account. The below screenshot is what the Analytics dashboard looks like. Use the Tweets tab in the menu bar at the top to view activity for each tweet, the Home tab for highlights and summaries, and the Audiences tab for information on your audience demographic.

Twitter Analytics for Small Business

Note which posts are resonating with your audience and receiving the most engagement - post more like these! It's important to figure out what works and what doesn't work for YOU because social isn't one-size-fits-all. You could read all the tips that the internet has to offer, but experimenting with and adapting your own brand's social accounts will give you personal insights that nobody else can.

Once your account is activated, you can check each post in real-time!

view twitter analytics for each post

You can only view in-post analytics on your own posts, not posts you've retweeted. Sometimes there may be little or no visible engagement with your posts, but perhaps they are getting clicks and conversions on the sly! When you click the chart icon on your tweet, a Tweet Activity box pops up as follows:

tweet activity for digibloom

For this particular tweet I wanted to further the reach of my post by using a trending hashtag, while engaging with the people posting about a topic I like.

It's useful to know what kind of response you're aiming for. I was interested in retweets and profile clicks, i.e. further post reach and individuals interested in my account and what I'm doing.

Now that I know this kind of content is one of my more popular posts, next time, in theory, I could also add a link with an aim to drive visits to e.g. a relevant product in my online shop.

In truth, I wasn't actually being strategic with this post - it was a doodle I already had and I saw an opportunity to post it, but want to show you how small strategic actions can grow your account following, brand awareness, and sales.

Next time you want to view your Analytics dashboard, find it here:

twitter analytics menu

Comment below if you found this post useful, if you have any questions, or if you'd like to see more like this in the future!