How to make the brands and products stand out in the competitions? How to make the competitions irrelevant while leading the industry successfully? Now-a-days almost all companies are looking for the answers of these questions and trying to find out new and innovative tools to gain advantages over the competitors. Almost all companies are trying to use the main and important tool called brands to make the competitions irrelevant. Companies use different ways to manipulate their brand image. There are several tools to make the brand stand out in the markets. Alongside with brand name, logo, character etc colour is one of the effective tools that help company to influence the target markets to think about brand differently. Colour has great impact on the customers, products and brands psychology. In addition Colour is not only very helpful to increase brand identity, recognitions and brand value but it also helps brand to be sustaining in the long run. Colour is so important for the brands and products that target markets think it should be the fourth most brand element of the brand.