If you follow me on social media, or if you see me somewhere, you’ve probably noticed my affinity for the color green. I’m all in with it: I’ve got green clothes, green shoes, green accessories… even my company Good Works Indy is branded with the color green.

Not all shades of green though. No—it’s a very specific green that’s been my favorite since the early 80s, when Alex P. Keaton led a preppy generation to tuck in, belt up and pop that collar. It can’t be emerald, olive or lime: My trademark color is best described as kelly green.

It’s more than just a style cue though. The color green is actually a key component in my brand strategy.

Leveraging a signature color

Color can be a powerful tool for brand recognition. When people see your signature color consistently used in your logo, website and marketing materials, they start to associate that color with you and your brand. As a consumer, you experience this all the time: UPS is nothing without its well-known brown. Coca-Cola wouldn’t be the same without its vibrant red. And nothing evokes the feeling of luxury and glamour like Tiffany’s famous blue. When I join a virtual call wearing my trademark green, I’m subtly communicating my personal and professional brand to everyone in attendance.

Colors can also evoke emotional connections for people, which can subconsciously deepen the relationship with your brand. Here again, the hue and shade you choose can make all the difference. Lighter greens are linked to feelings of peace and tranquility, while darker greens are often associated with stability and security. Brighter greens – like kelly green – communicate energy, optimism and growth. Who wouldn’t want those feelings associated with their brand?

As a marketer, I’d be remiss if I didn’t mention the role of color in brand consistency as well. When you’re communicating about your business, you have countless choices to make about font, color, message and tone. Adopting a signature color provides a consistent element in all your marketing tactics. And frankly, it eliminates one of those decisions, allowing you to focus more on crafting messages that resonate with your customers.

Implementation matters

Your brand color should complement and support your brand, but too much of a good thing can quickly turn obnoxious. If you blanket your communications with too much color, it’ll become comical or too much of a gimmick. Be selective in the application of your brand attributes, choosing the most effective tactics to carry your signature color.

• Apply your brand color prominently on your website and in marketing materials but look for space to “switch it up” and provide visual interest through complimentary colors.
• Sprinkle your brand color in your wardrobe – After all, you are the brand! – but try to maintain a balance with culturally appropriate neutrals.
• And make sure that promotional items are “true” to your preferred shade by requesting a sample before production.

It’s okay to have a favorite color.

If you think it’s unusual to adopt a signature color, try to remember that we ALL had favorite colors when we were young. In fact, it’s one of the most commonly asked questions for kids: What’s your favorite color?

When did we stop having a favorite color? It probably aligns with the time in our lives when we buckled down and got serious about pursuing education and careers – followed soon after by the purchase of navy and black interview suits, complemented with beige and gray accessories. Practical? Yes. Inspiring? Not quite.

For me, I (literally) wear my signature color for all to see, and I can attest that it’s delivering results for my business. On numerous occasions, people have said to me, “I saw something green today and it made me think of you.” And when someone is reminded of me and my brand, then the door opens for a meaningful conversation about how we might work together.

All because I like the color green.

This article was originally published on LinkedIn.