Spartan Spark

You decided to

  • start a new business.
  • re-brand.
  • create a new website.

In any of the above, whether you’re going to Do-it-yourself or hire some experts to help, you need to figure out your branding.

Your branding will determine HOW you’ll be perceived by your target audience.

A brand identity for your business involves the visual components that make up the look and feel of your brand. These include things like your logo, colour palette, fonts, patterns, textures, etc.

We usually create Brand Guidelines for each of our clients, but if you’re just getting started and you’re not sure what you like, you can start with some basics.

Over the years we’ve found some fun ways you can use to communicate to any designer what you envision for your brand.

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


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

Some of these elements may include

  • Colour palettes
  • Font choice(s)
  • Textures & patterns
  • Photography style(s)
  • Feelings/emotions


A mood board helps communicate what you can’t convey in words. It gets us on the same page when it comes to how you want your brand to look online and in print.

Mood boards…

  • are fast to create and can be easily edited.
  • save you money because you'll move forward more quickly with your designer.
  • reduce guesswork and wasted time with concepts you don’t like.
  • are scientifically proven to be useful in such situations.


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 emotions of others.

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

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


Ask yourself how you want your brand to be perceived by others:

  • High-end, luxury brand?
  • Laid-back brand?
  • Serious brand?

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


1. Use Pinterest or Google Images to collect imagery.

2. Search for words that describe your brand; colour combinations and logo styles you like; patterns, textures, photos that evoke an emotion (or emotions) you want your brand to convey; and inspirational quotes, etc. Aim to pin about 25-75 images.

3. Load all your images into Power Point or Google Slides.

4. Every time you save an image, write a description as to why you included this pin on your board.

Ex: You like this particular shade of green because __________ (or) You like the feel of this particular photo because__________.

5. Once you have finished pinning your images, look for things that seem out of place and delete them.

Pulling the colours together

Using the images in your mood board as a guide, take key colours and create a palette of complementary colours to use for your project.

You now have 2 options:

1. Take everything to a designer and get them to set you up with a brand guidelines document.

2. DIY with some online tools to create your own colour palette


Here are some tools you can use to get your final colour palette.


(No, not a misspelling.) Upload your images and get a colour palette created for you

Color Mind

This one is fun. You can upload a picture or put in colour numbers, and it'll show you what your website could look like based on those colours.

Canva Color Palette

The popular online image editor, Canva also has a colour generator.

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  Posted: Monday, April 1st, 10:00am 8 months ago
Profile PictureWritten By: Dafne Canales

Dafne’s expertise lies in creating strategic roadmaps for companies to grow their business through unique marketing approaches. Her company, Spartan Spark, works with million dollar companies, advising them on how to grow their business by using strategy and technology more effectively.

Through articles, vlogs, training and speaking engagements, Dafne shares her marketing knowledge, showing business owners how to leverage all the knowledge they have and use technology to their advantage to increase visibility and lower their cost of acquisition.

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