Brand Identity Design Process Part 2: Positioning, Brand Values and Mood Board

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Part 2 of the brand identity design process: brand positioning, brand values and building a mood board that sets the visual direction.
Part of How to Graphic Design: The Course of Brand Identity, free on YouTube. Course outline: https://4thecreatives.com/course-brand-identity?utm_source=youtube&utm_medium=description&utm_campaign=backcatalog&utm_content=oAHmpG5Qi8Y

In this lesson from How to Graphic Design: The Course of Brand Identity, we continue the brand identity project for The Reading Nook, a fictional boutique bookstore. After researching the audience, industry, and competitors, we begin using those insights to define the brand’s position in the market and shape the creative direction.

We’ll look at brand positioning, brand personality, brand values, word mapping, and mood board development. This is the stage where the strategy begins turning into visuals. Instead of choosing images, colors, type, or style randomly, we use the brand’s personality and values to guide the mood board and visual direction.

For The Reading Nook, the direction focuses on words and ideas like cozy, inviting, literary, warm, curated, community-focused, books, coffee, parchment, wood, oranges, and browns. These ideas help guide the mood board and prepare us for logo concepts and the rest of the brand identity system.

This video is perfect for beginner brand designers, freelance designers, entrepreneurs, small business owners, startups, personal brands, and anyone learning how to move from brand strategy into visual identity design.

By the end of this video, you’ll understand how to use research, positioning, brand values, and word mapping to create a stronger mood board and visual direction for a brand identity project.

Chapters
00:00 Intro
00:11 Positioning
8:56 Brand Values
10:20 Mood Board

In this video, you’ll learn:
- How to continue a brand identity design process after research
- How to think about brand positioning
- How to compare a brand against competitors
- How brand values influence visual direction
- How to use word mapping for brand identity ideas
- How to move from strategy into a mood board
- How to find visual inspiration with purpose
- How to create a mood board that supports the brand personality
- Why mood boards should connect to the audience, positioning, and values

This video is part of How to Graphic Design: The Course of Brand Identity.

Watch the full playlist:
https://www.youtube.com/playlist?list=PLdHyNrkiFQPrQ2fl4VhirRYS1KpNhw_Le

Previous lesson: https://youtu.be/SFXyZM31lAs

Next lesson:
Brand Identity Design Process Part 3: https://youtu.be/e5G62jJfIEI

Resources:
https://www.dropbox.com/scl/fo/r6lof5hsdh5jgsle12c0c/ACcpvuNcw1JXb9XqahQ_3-Y?rlkey=u0vhdfheuuqw3dudlj8tdjcos&st=2olvte34&dl=0

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