The Mood Board: Establishing Brand Personality
Tools to help destination and resort marketers stay on-brand
Mass media, online communications, social networks, word of mouth... With so many unique messages going out to consumers and customers, how can marketers stay true to their brand’s promise of value? According to a recent issue of the Wanderlust Report, the answer is with a well-defined brand position, a clear communication of brand values, and a few simple tools to help direct decision-making and inspire the troops. The newsletter goes on to explore the importance of a solid brand position, and provides some tips for keeping your message on-brand.
“Defining a relevant, desirable and ownable brand position is the first place to start,” said Mark Shipley, President and Chief Strategic Officer of Wanderlust. “Communicating that brand position and values within your organization is critical, too, for keeping your messages on-brand. When your management team, marketers, and frontline service personnel are clear on what you’re selling, they can “live the brand” – direct their behavior, their appearance and their customer interactions to express and reinforce the brand. These are a few of the tools we use at Wanderlust to help clients do this.”
The Mood Board
“The mood board is a tourism marketing device we use at Wanderlust to help establish the personality and visual identity of travel and tourism brands,” said Shipley. The mood board is a combination of photographs, graphics and words on a single panel that reflect the desired brand position (rather than the current position). Together these elements provide an illustrated example of the brand position, imparting the energy, mood and spirit of a destination, resort or attraction.
Elements of a brand mood board:
- Photos that convey a destination’s spirit or energy, and reflect visual content likely to appear in marketing communications.
- Text that helps express mood and personality: usually limited to 3 to 6 carefully chosen words that define a feeling, a way of behaving, or a characteristic attitude of the destination.
- Graphic elements, including iconography, color palettes and typography, that foreshadow the brand image and formal brand identity program.
Mood boards are very helpful in defining, explaining and building out a new brand position. First, for getting buy-in and approval of positioning initiatives: If the mood board captures the feel of a place, if it’s a believable representation of what a destination can offer, and above all, if it’s desirable and exciting, then it is likely a successful position. Secondly, mood boards can help communicate the brand to frontline staff. Presenting with words and images they can relate to and easily remember helps them find ways to express the brand position in their interactions with customers. And finally, mood boards are excellent decision-support tools, offering a visual measuring stick that can be help up against creative executions. “Mood boards are the acid test for whether communications are on-brand or off-brand,” Shipley explains. “Does a new ad or brochure capture the look and feel of the mood board? Does it support the position and promise of value? In a world of subjective opinions about design and communication, the mood board can provide an objective tool to help you make important decisions,” he concludes. Read more of How to Keep Your Destination On-Brand in the Wanderlust Report, Volume 2, Number 5.
About Wanderlust
Wanderlust provides marketing and branding expertise to destinations, resorts and tourism attractions. We uncover what drives people to choose where they go and build integrated marketing programs to attract them — using the internet, social networks, direct marketing and mass media.
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Contact: Mark Shipley
Phone: 518-272-2500
Email: [email protected]
