Page 73 - Process_book_Carla Ann_Lloren

Chapter 5 Branding & Final Artefact

Execution of Brand Elements

After creating the brand positioning, the mood board was developed to guide the execution of the

brand elements

Brand Mood Board

What it is …

TONE: Executed in a light and joyous, enjoyable Branding & Final Artefact
friendly manner. A feeling of taking things lightly
but is no nonsense.

MOOD: Warm, Inclusive , a sense of being on equal
footing but empowered , confident, self-assured,
uncompromising

What it is NOT …

Too soft, mellow/Too friendly /Competitive, Feisty,
Serious/Stand out / cut above the
rest/Righteous/Patronising