What is this?

Step 1- Your Brand/Positioning

Step 2- Brand Metaphors

Step 3- Brand Descriptors

Step 4- Brand Visuals

Step 5- Your Brand Board


Welcome to Brand Lattice! We're a web-based tool for creating mood boards to better express your brand strategy. Have you ever had challenges aligning a project with a client’s ideas and expectations? If so you, you may find this handy. The sections below describe the process. We’ll use a fictional brand, Florali, to illustrate the process.

Step 1- Your Brand/Positioning

Beginning with a positioning statement is a quick, compact way to describe brand strategy. If you’re not sure about this, our advice is:

Creating a board is often about giving the client something to specifically and constructively react to. Try to stay direct and to the point. The idea is to express your brand in a clean and succinct way. No need to cover every detail and aspect of the company but more the overall brand.

For flower lovers who want locally grown organic flowers, Florali is a florist that delivers beautiful bouquets of local, organic, in season flowers. Unlike FTD, our product supports local farmers and our environment.

Just click or tab through the clauses of the positioning statement and fill out with the appropriate content. Here’s an example for Florali:



Step 2- Brand Metaphors

Now it gets a little more fun. Here you and/or your client choose alternatives among a few contextual items: cars, dogs, shoes, drinks and magazines. This helps to ease you and your client into the idea of thinking about your brand strategy in a visual way. Remember this is about the brand not your personal preferences. So, even if you love a bright red Ferrari, it may not be appropriate for your brand. Also try to encourage your client to avoid literal choices, focusing instead on items that establish their brand personality. For example, with ‘shoes’, if the client sells children’s clothing, the baby shoes aren’t necessarily the right choice. If the brand’s about helping mom’s and infants be active, the running shoes might be a better choice.

For more context, have a look at the brand metaphors for Florali.



The Vintage Volkswagen Beetle resonated with Florali because of its authenticity and longevity. Florali understands that “local” & “organic” may be trendy topics now but they want to stand the test of time and believe that their company can and can support longevity for our environment.

The Schnauzer resonated with Florali because of its friendly, not overly assertive or high energy nature. A dog that you want to be with and feels like an old friend.

The Tennis shoes by the water resonated with Florali because of their feeling of being carefree and casual. Florali believes flowers should be an everyday luxury not something reserved for special or formal events. And they believe their product has a more laid back casual feel than traditional formal floral bouquets

The Tea with lemon resonated with Florali because of its authenticity. For Florali, the image captured a moment of respite. An escape from the everyday and time to enjoy life. This is what Florali would like to provide to their customers.

Bon Appetit Magazine resonated with Florali because of the parallels they draw between food and flowers. They recognize that local and organic have been widely recognize as a the new baseline for food and cuisine and hope to parallel that in the floral market.


Step 3- Brand Descriptors

These are words and phrases that describe the brand. You’ll need to choose a minimum of five (and a max of eight). We recommend that you try to stick to five. As you’d imagine, these are all basically superlative- most of us would want our companies to be all of these things. As with any branding exercise, this is about focusing on what’s really central and unique to the brand. We recommend really focusing this to five distinct characteristics. Try to avoid multiple words that are synonyms or near synonyms of each other. These words may reinforce your choices made in the metaphors.

Here’s an example from Florali:



We chose ‘cheerful’ because Florali wants to bring a smile the customers face.

We chose ‘fresh’ because to Florali this represents their product, their approach to the floral market both for customers and their relationship to the farmers and they want their brand to reflect that.

We chose ‘sustainable’ because one of their core beliefs is that their flowers need to be grown in a responsible organic manner. We contemplated also including responsible but sustainable felt truer to their core belief and responsible was too close to expressing the same aspect of the brand.

We chose ‘authentic’ because Florali wants to express their true commitment to organic farming and the farmers growing the flowers. They do not view their business as following a trend but rather a trustworthy source for flowers.

We chose ‘friendly’ because Florali wants their customers to always feel welcome and cared for.



Step 4- Brand Visuals

Based on your selection of Metaphors and Descriptors, we present a set of Images. These are visual cues about the brand. As with the Metaphors, avoid the literal choices. As with the Descriptors, it’s most important to focus on what’s really core to the brand. You can click on one or more of the Descriptors to filter the visuals.

Here’s an example from Florali:



We chose the images of the peas to reinforce their belief that the floral market should follow the food trend of organic and local. The freshness of the peas also resonated with the Florali brand.

We chose the pinwheels for their bright playful colors and their balance with the natural background.

We chose the balloons because of their bright colors and the joy that comes with a bouquet of balloons.

We chose the potters hands because of the authenticity. The attention to detail and craftsmanship resonated with the product Florali strives to provide.

We chose the swings because they represented an activity done purely for the joy of it.

We chose the blue sky and water because it represented their commitment to the environment and reminded them of the beauty they strive to maintain.

We chose the bee with the flower as the delicate natural balance that they strive to support but also for the bright colors more representative of the product they provide.

We chose both the bike and carousel for their whimsy and because the nostalgic quality resonated with the brand Florali would like to create.



Step 5- Your Brand Board

Your result! Here, we pull together the items and show them to you. Once you create an account, you can share the board privately through ‘Board Options’ and/or publicly through ‘Share’. For more on the sharing and privacy options, check out ‘Board Options’ (which you’ll see after you sign up).

Below is the board for our example brand:



Happy hunting!



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Brand Lattice
Brand lattice is a web based tool for creating mood boards to better express your brand strategy. Just follow 5 easy steps and you've visualized your brand as a mood board. Try it out!