So you have heard about brand mood boards but you’re still not sure about what they are and if you even need to know about them. Well, if you want a brand that you love and that truly reflects you and your business then, Yes, you do need to know about them.

In this post I’m breaking down in a super simple way, what brand mood boards are, why they are so important to your brand and exactly how to create one for yourself.



why you need brand mood boards

So many people struggle with creating brand design that is clear and strong and communicates the look and feel they want. It can be overwhelming to know what colour palette, logo, fonts, images and patterns to choose that will support your values, your work and your business.

Luckily, it needn’t be so stressful or confusing and it all starts with creating your Brand Mood Board. When I work with my clients and students a Brand Mood Board is always one of the first things we do.

What are Brand Mood Boards?

A mood board is a collection of images, words, fonts, patterns and colors that as a collection help to evoke emotions and feelings from the person interacting with them.

These emotions are created from your own values for yourself and your business as well as setting the tone for the emotions you want your ideal audience to feel when they experience your brand.

A mood board is a collection of images, words, fonts, patterns and colors that as a collection help to evoke emotions and feelings from the person interacting with them. Click To Tweet

Why are Brand Mood Boards Important?

While your design elements such as your logo, colour palette and fonts are important to your brand recognition, they will only be truly effective if they showcase and support your brand values and emotions.

When people see and interact with your brand visuals, what they are really resonating with is the feeling and emotion your design evokes within them. In reality, people buy from emotion and NOT logic so getting clear on the values and feelings you want to convey is essential.

A brand mood board allows you to get clarity on what you and your brand stand for and what you want your ideal audience to feel and experience when interacting with you and your brand.

Without starting with a brand mood board you run the very real risk of creating design that is out of alignment with who you are and what your business is about. So let’s eliminate that risk by creating your brand mood board right now using the tutorial steps below.

A brand mood board allows you to get clarity on what you and your brand stand for and what you want your ideal audience to feel and experience when interacting with you and your brand. Click To Tweet

How To Create Your Brand Mood Board

1. Decide on the values and emotions of your brand.

Make a list of what you value and stand for in your life and business. You should jot down 10 values and then choose your top 3 – 5.

Do the same with what emotions you want to express and encourage when people interact with your brand. Then choose your top 3 – 5.

For example the values of my brand are:

Personal Growth, Leadership, Freedom, Self Expression and Inspiration.

My brand emotions are:

Hope, Self Connection, Confidence



2. Get inspiration.

Use Pinterest, fashion and travel websites, instagram feeds etc and look for images, colours, patterns and fonts you like.

If using Pinterest search for terms such as your values and emotions, seasons (eg. spring, summer), fashion and home decor colours and styles and trend words such as modern, vintage, classic, funky etc.

Pin 30 – 40 images onto a secret board as a reference.

You can also just clip or bookmark pictures into Evernote or Dropbox.

While gathering inspiration bear in mind these 3 areas so you are keeping in alignment with your brand as a whole:

– Your ideal audience (stay at home mums, small business, yoga teachers)
– What your brand stands for and does.
– Your brand vibe – creative, professional, nurturing, etc


3. Notice any themes.

Are there any patterns you notice in feel, colour or pattern. Is it classic and feminine, bold and dramatic or vintage? Make sure they align with your brand values, emotions and your ideal audience.

4. Choose your top 10 selections.

Gather together your top 10 selections which include images, colours, fonts and patterns. Around 10 items is enough to pull your mood and theme together without getting too cluttered and confusing.  

Here are a few examples of brand mood boards for you.


brand board trio

These mood boards were created simply and easily in Canva (this is a free tool which you can find HERE)  by selecting a grid template and then filling it with images, colours and patterns. The first board coveys creativity, fun, lightness and individuality, the second board expresses a bold feel, with confidence, luxury and energy and the third board is about femininity, classic taste, precision and quality.

Once you have your mood board it is easy to expand and get more specific about your colour palette, fonts and logo and the best part is that as you move forward you know you are truly expressing who you are and your brand and business is in alignment with what you do and who you do it for.

With a brand mood board in place it becomes so simple to develop a specific colour palette, font selection and overall design concept for your brand. Click To Tweet

So go forth and create your Brand Mood Board and let me know how you go. Feel free to comment below with any questions and I will be sure to answer them for you.

Tina sign off | Tina Bindon

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