Strategic Colour Identity: How to Build a Brand Palette That Works
Two decades ago, my wardrobe was a rainbow—pinks, purples, pastels, brights. In some photos I glowed; in others I looked dull. The difference wasn’t trend—it was identity. When your palette isn’t aligned to who you are (and who you’re becoming), even beautiful colours can make you feel invisible.
Here’s the framework I use with clients so colour becomes a strategic asset—not a guessing game.
The 3-Layer Colour Strategy
1) Capsule colour Signature (Flatter First)
Identify the core hues that light up your skin, eyes, and hair and mix effortlessly.
How to do it:
- Test tops/scarves in natural light near the face.
- Shortlist 6–12 colours: 3–4 neutrals (e.g., navy, charcoal, cocoa, ivory) + 3–8 accents (muted or bright to suit you).
- Save phone selfies of the winners; build a mini palette you shop against.
2) Psychological colour Alignment (Signal the Energy)
Choose colours that match how you want to be experienced:
- Calm authority: navy, charcoal, forest, deep teal
- Creative confidence: saturated teal, paprika, cobalt, emerald
- Warm approachability: camel, cream, rose, soft olive
Use stronger or softer saturation depending on context and audience.
3) High-Impact Palette (Lead the Moments)
Pre-select 2–3 “event colours” you’ll rely on for keynotes, boardrooms, media.
- Build complete looks (top/jacket/lip/accessory) that photograph well.
- Keep a camera test album—what reads best on Zoom and stage lighting?
Quick 10-Minute Colour Audit
- Pull 5 tops you think work.
- Stand by a window; take selfies (no filter).
- Compare: eye brightness, skin evenness, overall presence.
- Keep the top 3; donate or demote the rest.
- Note gaps (e.g., need a face-flattering neutral shell).
FAQs (Fast)
- Pastels wash me out—now what? Keep your best colours near the face; use trend shades away from the face (skirts, pants, accessories) or within prints that include your tones.
- My hair colour changed—do I need new hues? Re-test your neutrals first; often one new neutral unlocks the rest.
Remote work? Prioritise face-near colours and test on your actual webcam—some hues go flat on screen.
LINKS & RESOURCES
➡ A 4 part private podcast to help you reconnect with how you want to be seen—so your leadership presence reflects who you are, not just what you do.
➡ Download the Wardrobe Checklist for Professional Career Women – Get a curated list of must-have wardrobe staples that blend versatility, style, and impact:
Checklist
➡ Find out more about programs and services
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