As your designer, the more information I have about you and your business up front, the better I will be able to help you create the beginnings of a successful brand. 🙂

My branding process usually starts off with some questionnaires that help me get a better understanding of what you do, who your target audience is, what your mission is and what your long-term goals are.

After that, we begin working together to create your brand identity; the visual components that make up the look and feel of your brand. These include things like your logo, color palette, fonts, patterns, textures, etc.

Before I start designing anything, I will need you to communicate what you are envisioning for your brand in a way that I can understand.

The best way to do this? By creating a mood board!

Why a Mood Board is an Important First Step in Your Branding Process


Epic Tan Mood Board | Gold Turquoise Black White Mood Board | Spray Tan Mood BoardA mood board is a collage of visual elements combined together to display a distinctive and cohesive theme.

Its purpose is to capture the overall look and feel of your brand, giving it its own unique personality.

Some of these elements may include:

  • Color palettes
  • Font choice
  • Textures & patterns
  • Photography style
  • Feeling/emotion


A mood board a valuable tool in establishing the creative direction for a project as it helps you express your thoughts and define your brand in a way that words alone can’t always convey.

Mood boards don't require too much time to create, and they can be easily edited if you feel like the concept I present you with isn't perfectly in line with your vision.

In addition, by creating one of these first, it can actually help you save money because as we move forward with the design process there will be less guess-work on my end and therefore less time spent creating design concepts you don't like/concepts that aren't in line with what you are envisioning. 


The goal of a mood board is to visually communicate ONE mood. This is how you want your brand to be perceived by your target audience.

It's important to remember that your brand is not what you say about your business; it's all about your brand's reputation, which is almost entirely based on the emotion of others.

Your brand is the total sum of other peoples' experiences and perceptions of your business, including what they take away after purchasing something from you, the kind of customer service they receive, and the words and emotions they use to describe your business to others.

A brand is no longer what we tell the customer it is - it is what customers tell each other it is

Your customer's matter, and so do their opinions. Afterall, without your customers, you don't have a business.

Your goal should be to create a positive brand perception that speaks directly to your target audience and gives them exactly what they want.

A positive brand perception means your target audience is more likely to choose your business over a competitor. A negative brand perception means they are more likely to choose a competitor, plus they will probably tell other potential customers why they didn’t choose you (and no one wants that!)

In other words, brand perception impacts your bottom line—a lot.


Before we begin designing your mood board, you should ask yourself how you want your brand to be perceived by others:

  • Maybe you want to be perceived as a high-end, luxury brand that provides quality products or services.
  • Maybe you want to be perceived as more of an organic, laid-back and holistic-type brand.
  • Or maybe you want your brand to reflect your unique personality and personal style for a personal blog you are creating.

However you want your brand to be perceived, you will need to focus on visually communicating that through a specific color palette, fonts, patterns, textures, etc., that helps evoke a certain emotion from others.

So, for example:

  • With a high-end, luxury brand, people are probably going to want to feel pampered and classy.
  • With a holistic-type brand, people are probably going to want to feel happy and healthy.
  • With a personal blog, people are probably going to want to feel like they can relate to what you write about.

By creating a mood board together, I will be able to get a better understanding of what you envision and how you want your brand to be perceived.

I will then use all of this information to help me help you choose the right colors and elements that will give off the kind of brand perception you're trying to achieve.

In addition, this will be used as a guide to be sure that I'm keeping everything consistent when creating all the visual elements for your brand, including your logo, color palette, website, branded collaterals, etc. If everything we create together matches up with the style of your mood board, then you will be on-brand. If it doesn't, then we will need to re-evaluate whether it is right for your brand or not.

By having a cohesive them, we will be creating an effective system that will not only attract more of your target audience but will also help you get more results, faster and with less effort!


  1. You will fill out 2 questionnaires.
    A Business and Branding questionnaire and a Dream Client questionnaire. This helps you explore and communicate the thoughts, dreams, and values you have about your dream brand with me. In addition, it helps you gain clarity about who exactly you want to focus on attracting to your business, which will, in turn, help me create the visuals that will speak directly to them.
  2. We set up a shared Pinterest board to collect imagery.
    I use Pinterest to create mood boards with my clients as it's a great place to find inspiration and it's super easy to collaborate! I'll have you create a secret board and then share it with me so we can work on it together.
  3. You'll pin images to that board that reflects the overall vibe of how you want your brand to be perceived.
    You'll be searching for words that describe your brand, color combinations, logo styles you like, patterns, textures, photos that evoke an emotion you want your brand to convey, inspirational quotes, etc. Aim to pin about 25-75 images.
  4. You'll write a description in the comments section of each pin as to why you included the pin on your board.
    Ex; you like this particular shade of green because ___________ or you like the feel of this particular photo because___________.
  5. You'll go back through them all and weed out anything that doesn’t quite fit.
    Look for things that seem out of place and delete them.
  6. I'll arrange images in a mood board collage template.
    Once you're done, I'll review your pins, look for similarities between the images and then create a collage that visually communicates the theme of your brand as clearly as possible.
  7. I'll create your color palette + add it to your mood board.
    Using the images in your mood board as a guide, I'll take key colors and create a palette of complementary colors to use for the rest of your project.
  8. I'll then share your mood board with you.
    If something doesn't look right, you can let me know and we can go back and tweak it until it does!

Once everything matches your vision, we'll move on to the next step... creating the logo, website and branding collaterals for your brand!


Has it helped you with your branding process? Comment below and let us know!

In addition, if you'd like some professional help creating your own unique brand identity, let's work together!

With Love, Tara Tierney

Reader Interactions

Leave a Reply

Your email address will not be published.