How to Create aBrand Mood Board


How to Create a Brand Mood Board

If you’re branding for the first time or you’re embarking on a branding revamp, it all starts with a brand mood board. Mood boards in the general sense help define an aesthetic. If you created one as a teenager in art class, you probably pulled together aspects of your unique personality and made a visual representation of who you are. Now, you’re going to do that with your brand.

What is a brand mood board?

Planoly suggests that developing a brand mood board is all about the four V’s – vision, value, voice, and visuals. When you have these V’s in mind for your brand, it’ll be easier to nail down exactly what you want to express throughout your media channels. They’re the building blocks of a brand and it’s incredibly important that you develop a cohesive message that shows who you are to your customers.

You might assume that just because you know who you are as a brand, it means that everyone else probably gets it, too. It may be hard to get a bird’s eye view of what you’re communicating and you might not realize that your content really isn’t all that cohesive. That’s why creating a brand mood board is so important.

Brand Mood Board Canva Templates


Why do you need a brand mood board?

Don’t be fooled into thinking that making a brand mood board is just a waste of time. As you take the time to really pay attention to the visuals you’re choosing and the aesthetics you’re attracted to, you’ll get a deeper understand of what you’re trying to say as a brand which will save time and energy in the long run.

It’ll give you a really clear vision for your brand and therefore you’ll be able to create meaningful content that’s consistent with your brand’s personality with a solid reference that you can always turn to when you need an extra spark of inspiration.


How to create a brand mood board?

So, how do we go about creating a killer brand mood board? Let’s go through these five simple steps in order to successfully come up with a brand mood board.


Step 1: Create a list of words that define your brand’s personality

You may need to get out your trusty Thesaurus for this exercise! Making a list of words that describe your brand will actually be a really fun brainstorming session, sure to bring about some hearty Pinterest searches and get you off to a great start in creating the ultimate brand mood board.

Some good words might be “quirky”, “fun”, or “playful”. Your brand might also be “conservative”, “experimental”, or “whimsical”. Try to get as specific and descriptive as possible with the words you choose and narrow it down to words that best associates with your brand’s personality.

Step 2: Curate photos that fit your brand’s personality

Here’s where the visuals come into play. We live in a highly visual media environment and it’s important that every bit of visual content makes sense to your brand.

Pinterest is the perfect place to gather beautiful images with a simple word search. Soon, you’ll start to see connections. Pineapples might represent “quirky”, donuts could be “fun”, or confetti describes something “playful”.

It’s important, though, not to get too hung up in this stage. Simply go through and save the images that “feel” right based on the words you’ve chosen. After all, some of the best finds might be at the end of a very long rabbit hole – so let yourself go down it!


Step 3: Identify trends among the collected images

Found a few rabbit holes? Great – now you’re ready to really investigate those images and determine the trends among what you’ve curated. Whether you’ve gathered hundreds of images or 20 solid options, you can review your choices and figure out what it is that drew you to them. You may want to take notes on each image, really focusing on what it was about them that stood out.

Maybe you were really drawn to florals or greenery because your brand’s personality is soft and calm. Perhaps you liked a lot of textures because you were looking for images representing coziness or family vibes. Notice some patterns and if anything doesn’t fit the brand voice, eliminate it.

Step 4: Develop your color palatte

Next up is determining a color palette. Among the images you’ve selected, choose one to three dominant colors and then find unifying colors to go along with them.

There are a few tools that can help you create the perfect color scheme like PicMonkey’s Color Palette Maker. The colors that make up your new color palette should then be used throughout your branding on your website, social media channels, and in any marketing materials that you might use.


Step 5: Find matching fonts

Colors and images aren’t the only thing that make up the content of your brand. It’ll be important to your brand mood board that you choose fonts to match your brand aesthetic as well.

The two major kinds of fonts include serif and sans serif. Serif describes a font that has little tails on the ends of every letter and sans serif means fonts without the tails. Using some well-known fonts as an example, Times New Roman is a serif font while Arial is a sans serif font. Often, brands choose one font in each type. Serif fonts are traditionally used as headings and sans serif fonts are used as body copy so you might want to choose one of each.

Take this advice as you will since doing things the traditional way may not be something your brand wants to advocate. Still, it’s a decent place to start. You can visit the Google font catalog to begin.


Step 6: Create your brand mood board

At this point, you’ll have everything compiled in one place and your brand mood board will be complete. From cohesive images to a spot-on color palette, your brand will now have a distinct personality that you can refer back to time and time again.

Create a brand mood board as many times as you need to until you feel like you’ve got it right. And even then, you might want to switch things up every few years to bring fresh new vibes to your growing brand.

Brand Mood Board Canva Templates

Ready to get started with your brand mood board? Create a beautiful mood board in minutes with these pre-made canva templates!


🌵 Remember the 4 V’s: Developing a brand mood board is all about the four V’s – vision, value, voice, and visuals. When you have these V’s in mind for your brand, it’ll be easier to nail down exactly what you want to express. 

🍍 Tap into the creative process: Take the time to collect words, images, fonts, and colors that speak to your brand’s aesthetic.

🐦 Embrand your brand’s personality: From cohesive images to a spot-on color palette, your brand will now have a distinct personality that you can refer back to time and time again.


😍 Want to become a guest contributor for Social Circle? We’re currently accepting guest contributors for this blog. If you’re a business coach or online marketer withpractical ideas to grow an online business, we’d love to hear from you. Send an email to info[at] for more details.

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