I came late to the colorful world of Pantone, not being an art director. In the earliest form of which I was aware, Pantone sold books of removable color chips, glossy and non, each matched with a number.
So if an art director said to a printer, or a client, this will be Pantone 577, everyone was on the same (color) page, and knew what to expect to see in the finished product. So Pantone became the authority, the go-to source for color matching for graphic designers.
And my, how its little niche has grown. Since 2000, the Pantone Color Institute has been selecting the color of the year, claiming to base this on their color experts combing the world looking for the “color influences which best define the global zeitgeist.” Pantone even selects the social media colors of the year. Along with the most to least popular colors for brand logos. And they are selling Pantone branded accessories such as iPhone cases, mugs and flash drives.
Good for them. And perhaps a similar opportunity exists for your brand. How can you make yourself the expert, the go-to brand for the interview quote, the sine qua non of your category, the leader?
Size does not matter. Here’s what Barbra Corcoran says about the early days of her company: “When I started the Corcoran Group, it was a little tiny business in a world of giant businesses. And how did I succeed and get to the head of the pack? I had a gimmick. I created the Corcoran Report, which simply reported on sale prices in Manhattan every six months, and you know what that got me? Free publicity… So every time anything was written about real estate they came to me for statistics, and my name and my company was always quoted.”
Go for it. Become the authority. Remember, on the Internet, no one knows if you are a Goliath or a David.