Here where I work in Sneads Ferry, NC there are 6 or 7 major real estate offices and one of them has done a great job branding the color yellow. Locals know when you see a yellow sign in front of a house that it’s listed by this particular agency.

And yet, in every issue of the local “Homes” magazine, at least one other real estate agency has decided to use lots of yellow in their ad. Sure, it’s a beach community and they want their ads to look bright and sunny.

But when I see yellow, I’m thinking of the real estate company that’s already got it branded.

Your newsletter is your chance to really brand your company. It’s repeated, welcomed exposure to your company. Whether your newsletter is print or electronic, each issue should emphasize your company’s color. Whether that color is orange or aquamarine.

Where should you put the color? Of course, that depends on the color itself and your overall design, but here are the four most likely spots: the nameplate, headlines, pull quotes, and borders.

Today I want you to take a look at your newsletter and consider it in light of your company colors (and your competitor’s colors). If I were to take a look at it, would I think of you or your competition?

Your Turn:
Take a look at your newsletter and count how many colors you use–might any of them be associated with your competition? And which of those colors is most strongly “yours”?

Don’t know? Take some time today to decide what color your company is–and apply that to your newsletter.