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What Do Your Colors Mean?

Professional Services Branding

Your color palette can communicate the promise you make to clients in professional services marketing. It is important to choose colors that match your professional services branding messages. Use your color palette consistently to strengthen brand awareness.

Design Consultant Robert Wasiluk talks about how to choose the right color combinations and why you need to pay attention to how colors affect readability, such as on your website. A good understanding of color theory along with ADA compliance standards can help you get started. See more tips in our video.


If you prefer to read this content, the video transcript is below.

Adding color is a great way to help your proposals, your presentations or your website stand out.

But too much color can take away from your messaging. It can get distracting instead of helpful. 

It’s important to understand how each color complements the other colors. You also want to have some white space and neutral colors to give your eyes a rest! 

When I design a color palette for professionals, I consider their industry but also the industry of their clients. A color like blue is associated with trust, for example. But a touch of orange adds energy. 

The same goes for a primary color palette of green, which is associated with wealth or growth. You could add fuchsia as a secondary color, which means that you take action. But a little goes a long way!

To get some inspiration, start with a color wheel and see which colors work well together. 

As a designer, I also use online resources like the Adobe Color website, where I can start to create my own color palettes or be inspired by palettes that other users have uploaded. 

Once you have established your color palette of primary and secondary colors, use them consistently in your marketing and sales. 

For example, include color in your proposals for subheadings or a tinted box to emphasize certain information. 

Use bright colors to grab the eye. You should also keep your paragraphs short, because black is also a color. It can make your information feel heavy when it’s in a long block.

And finally, check your website for any color combinations that make your information hard to read. This often happens when text is placed on top of an image like a slider or call to action. This can adversely affect your site’s ADA compliance.

As you can see, there is a lot to think about when creating a branded color palette and using it well for professionals. If you have any questions, I’m happy to help here at Ingenuity.

See more ideas to refresh your brand with color.  


 

Green coffee cup leaking on a white background.

3 Marketing Mistakes Engineering Firms Make

When creating an elevator speech for networking purposes, we were taught to say our name, our role, the company and the services offered. Unfortunately, this habit of focusing on services has leaked into every area of marketing. Especially in professional services marketing, many firms end up looking and sounding the same.

Consider engineering firms. They can describe their engineering, design, surveying or consulting services, but that doesn’t give a potential client much differentiating value. Offering service descriptions is the number one mistake when marketing for engineering firms. This mistake is also why firm leaders don’t believe that websites support leads and business development.  

Digging into this mistake further, it’s not wrong to describe your services. Just don’t stop there. Collect and show evidence for your best-in-class services as part of consistent outcome-based research, strategic marketing and messaging.

Let’s look at two other mistakes that lead firms to fall back on service descriptions as their only form of marketing.

Mistake #2: Inconsistent Marketing

Inconsistent marketing can mean two things. It can mean that your marketing messages don’t match your actual deliverables and results. It can also mean that you only pursue marketing when you’re not busy with client work or chasing proposals.

Solve this mistake by investing in marketing with a designated budget that includes an in-house or outsourced marketing professional. In addition, this professional will focus most of the time on marketing with only a portion devoted to developing proposals. Following a consistent marketing plan tied to firm business goals is a great place to start.

To create your marketing plan, discuss your best-in-class results. Where do your clients derive the most value from your services? What problems and challenges do you solve regularly on projects? Who are your superstar professionals whose technical and management skills are lauded by clients? What are those skills?

Read: Competitive research for differentiation

As you look at what your firm does best beyond delivering projects on time and on budget, your messaging will emerge to support web copy, advertising and differentiation in your proposals.

In a recent series of client of client interviews we conducted, we heard competitive themes about the firm’s reputation among key government agencies for bringing stakeholders together on a project. That message certainly goes beyond service descriptions.

You can identify competitive differentiatiors when you invest in consistent research, marketing strategy and messaging that describes the outcomes you achieve.

Mistake #3: Not Tracking Project Results Along the Way

Because projects take months and even years to complete, it’s important to document positive outcomes throughout the project and keep your marketing professional in the loop. Too often, marketers are left trying to catch up at the close of a project when some of those amazing solutions and experiences are forgotten.

In the early stages and middle stages of projects, put your marketing hat on. You are listening for repeatable experiences that are unique to your team. Ask about ways that your team went above and beyond to solve a challenge or when they utilized a new process or material to manage the timeline or project budget.

Tip: Prepare your questions for a project debrief that include marketing questions.

Tip: Prepare your questions for a project debrief that include marketing questions.

Ideally, your marketing professional can brainstorm with project managers and technical professionals on challenges overcome, solutions delivered and new technologies utilized. Down the road, these progress reports will support a strong project case study, award submission or testimonials. In the meantime, progress reports can fuel stories for social media or blog posts! An in-progress image coupled with a short story about how your team is moving a project forward can provide the real-life evidence that enhances your traditional service descriptions.

For more tips on marketing for engineering firms, contact us at Ingenuity.

For more tips on marketing for engineering firms, contact us at Ingenuity.

IF YOU NEED SOME RESEARCH DONE, WE SHINE IN PROFESSIONAL SERVICES. SEE OUR SERVICES.


 

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Elements of a Brand Refresh

Could your brand use a change? An industry rule of thumb is to update a brand every five years, but instead of creating an entirely new brand maybe you could use a refresh! In this video our Lead Design Consultant, Robert Wasiluk, gives advice to bring new life to any brand. Check out the video to hear Robert’s five creative branding tips.


If you prefer to read this content, the video transcript is below.

Your team is hinting that your logo and overall look could use a change. But what if you just updated everything a few years ago?

An industry rule of thumb is to update your brand every five years. Instead of a whole new brand, you might just need a re-fresh!

Here are 5 elements of a visual brand re-fresh that can make a huge difference in your firm’s or association’s first impression. 

  1. Inspiration – Whenever you do a brand refresh, look at fonts, colors, inspirational imagery and words. They can give you direction for updating your visual branding. Also look at your competition. You still want your refreshed brand to be unique.
  2. Logo Usage – Look at the different formats of your current brand identity, and how they are used, to make sure a revised logo will fit those specific uses. Does your refreshed logo need to look good in an email signature, but also on a t-shirt? Test it out.
  3. Color Palette – Sometimes your current color palette is limited or out of date. By adding complementary colors to your primary color palette, you get an instant refresh!
  4. Brand Style Guide – Do you have a style guide? Sometimes your style guide can point to options for refreshed logo uses, additional approved fonts or colors, and even new photo imagery.
  5. Identity Kit – You want to save your refreshed brand identify in a variety of file formats. This makes it easier to send a .jpg or a vector .eps file to a vendor for an ad or to your webmaster. Create presentation templates and digital forms with your refreshed logo, so that everyone is using it consistently.

Once your brand is refreshed, use this opportunity to include your internal team and promote it to the public. Share your new look on social posts or host an old stationery shredding party! Everyone loves a makeover!

Clarify your brand positioning. Download our brand strategy resource to better identify and establish your brand.


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Create a Powerful Brand Identity

Unified standards are crucial for creating a brand that is memorable. How your logo is used digitally and in print can affect your brand perception with clients and prospects. In this video, hear from Design Consultant Robert Wasiluk as he shares how a logo kit and style guide help create consistency for your brand.

Your color and logo looks sharp, but does your brand need a better story?
Check out our storytelling guide to get tips.


If you prefer to read the video transcript, you may find it below:

Create a Powerful Brand Identity

Does your firm use a logo kit and style guide for visual identity consistency and recognition? These are important tools in communicating your brand effectively.

But what is a logo kit? A logo kit consists of your logo saved in a variety of file formats so your brand identity will stay consistent across different media formats. High resolution native Adobe Illustrator and Photoshop files are mainly used for print related materials. JPG, PNG and GIF files are mainly used for the web and presentations.

A style guide works in conjunction with a logo kit and is a set of standards for the design of print documents, website pages, signage and other formats that would include your visual brand identifier. The reason for a style guide is to ensure complete uniformity in style and formatting wherever your brand is used. Some of the items it covers are proper logo formats and their usages, official fonts and color palettes and other elements such as your brand voice, styles of photography and artwork that can be used. 

These standards are crucial for building a memorable brand, one that is easily recognizable and brings a clear sense of reliability and security. It also helps everyone in a firm and vendors of a firm stay on the same page, and present a unified brand to the public.


 

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Refresh Your Brand with Color

As a marketer, it’s important when creating a brand to explore how the psychology of color sends the right message to prospective clients. Choosing the right combination of colors will help your audience know who you are and what you do. Choosing the wrong colors can be detrimental to a company or campaign. In this video, hear from Design Consultant Robert Wasiluk and learn what colors represent for your brand.

WATCH: FIVE DESIGN TIPS FOR SEO-FRIENDLY WEB DESIGN 


If you prefer to read the video transcript, you may find it below:

Refresh Your Brand with Color

Does your visual brand need a color reboot? As a marketer, it’s important when creating a brand to explore how the psychology of color sends the right message to prospective clients. Choosing the right combination of colors will help your audience know who you are and what you do. Choosing the wrong colors can be detrimental to a company or campaign.

Here is a list of primary colors and some of the color philosophy behind them.

For many of our service firm clients we see a predominate use of the color blue, which shows up in 33% of the top brands of the world. The color Blue is commonly used to convey trust, security and confidence. It’s also thought to put people at ease as it reminds them of the sky and ocean.

Red is also another popular branding color. It evokes warmth, passion and stimulates appetites. Restaurant food chains like McDonald’s and Red Lobster use it for that very reason. It’s also great for capturing attention.

Yellow is an ideal color choice for brands looking to instill positivity into their identity. It’s often associated with the sun and its different shades can help bring out hope and optimism. Yellow is often used in point of sale messaging, as it is proven to catch the eye quicker than any other color.

The color green is easiest on our eyes to read. It is a pleasing shade often used to convey calm and rest. Darker tones of green are connected with money and wealth. Like all colors, green has a negative side. It can often symbolize sickness, luck and jealousy.

Having a visual identity with a strong color philosophy behind it is crucial. It can make or break a brand or a campaign. If you’d like us to help analyze your brand’s colors, feel free to contact us through our website at www.ingenuitymarketing.com.

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Web Design Tips for ADA Accessibility


Is your website ADA compliant? Simple things like high contrast and simplified menus are only a couple ways to make your website ADA compliant. In this video, Robert Wasiluk, design consultant, shares a few design tips you can implement to make your website more accessible for all users coming to your site. If you have any questions about ADA compliance or need help with your website, contact us.

Have you addressed GDPR Compliance on your website?
Watch this video to learn more.