April 21, 2017

The Branding Process: Why a mood board is important to your business – Download your free template

So you’ve defined your “why” and your ideal client.

What next?

If you’re just getting started on building your brand, there are so many things that you are considering and working on all at once. You had a brilliant idea to take your side-project or hobby and turn it into a money making machine, but there are steps to take in order to get there. Unfortunately, it’s impossible to throw your goods and services out there on the internet and expect people to be knocking down your doors. It takes a lot of hard work, research, and trial and error.

Last week we took the time to define your why and lay the groundwork for a cohesive brand. This week, we’ll talk about how you can keep all of your brand visuals clean, cohesive, and all on the same page. In an age when consumers connect with brands on a deeper, dedicated level, you need to be sure you’re standing out and telling a story. Brands that can make those authentic, deeply rooted relationships with their buyers are more likely to be successful and see repeat business than those who have a scattered brand strategy.

Let me give you an example:

J and I are planning our next vacation and we’re looking into doing some camping. When I mentioned that we would need to get sleeping bags, J’s immediate response was, “What about Patagonia ones?” While Patagonia only just introduced sleeping bags to their lineup, my husband is a HUGE fan of their products, quality, and values, and feels it’s safe to assume—no reviews required—that this sleeping bag is the worth the price tag.

J and I both feel a deep connect with Patagonia because of the values that the company stands for—they’re champions for the environment, they work towards creating sustainable products, give back to communities, and they create a high quality product. These values are portrayed through their visual strategy and brand. And because of that, we feel loyal to that brand.

So whether you’re just starting out and hiring a brand designer isn’t high on your priority list, or you have a brand you love, but maybe struggle with the details, creating a mood board for your brand is important. A mood board will help keep your visuals consistent, keep you in tune with your ideal client and aesthetic, and… they’re just fun to make.