5 Common Branding Terms Explained: A Beginner’s Guide

“Your brand is your promise to your customer.” – Entrepreneur

Let’s start there.

Your brand is more than just a logo. It’s the foundation of your business—it’s what sets you apart, builds trust, and makes you the obvious choice in a crowded market.

Think about the brands we all know and love:

• You don’t grab any coffee; you grab Starbucks.
• You don’t say “leggings;” you say Lululemon.
• You don’t head to any department store; you get dressed up and make a trip to Target.

That’s the power of branding. It’s the intangible something that connects with your audience, turns them into loyal customers, and transforms a side hustle into a reputable, recognizable business.

If you’re here, you probably know your brand matters—but maybe the process feels overwhelming. There’s a lot of jargon thrown around in the branding world, and it’s easy to feel lost before you even begin.

So let’s break it down. Below are 5 common branding terms explained—what they mean, why they matter, and what to expect when you decide to build a standout brand.

1. Mood Board

A mood board is exactly what it sounds like: a visual collection of images, textures, colors, and ideas that set the “mood” for your brand.

Imagine:

• A Pinterest board full of colors, fonts, and images you’re drawn to.
• A digital collage of magazine clippings, fabric swatches, and aesthetic ideas.

The goal of a mood board is to define the look and feel of your brand before any design work begins. It creates a clear, visual starting point that ensures you and your designer are on the same page.

Why It Matters:

Mood boards are critical for nailing the vibe of your brand. They help:

• Communicate your vision to your designer.
• Align your brand’s visuals with its personality.
• Make sure your logo, website, and other visuals feel cohesive.

2. Project Scope

The project scope is essentially the game plan for your branding project. It’s a detailed outline of what’s included, what’s not, and how the process will work.

A typical project scope includes:

• Timeline: Key milestones and deadlines for deliverables.
• Communication Preferences: How often you’ll check in and which tools (email, project management software, etc.) will be used.
• Deliverables: Exactly what you’ll receive at the end of the project (e.g., logo files, brand guidelines, or collateral materials).
• The Process: How each phase of the project will work, from strategy to final design.
• Revision Rounds: How many changes are included at each step.

Why It Matters:

The project scope sets clear expectations and eliminates surprises. It helps you and your designer stay aligned, on time, and on budget.

3. Collateral

Collateral refers to the “extras”—the materials you’ll need to bring your brand to life in the real world (or online).

Think of brand collateral as anything that helps you market your business and create a consistent, professional presence. This can include:

• Business cards
• Letterheads
• Social media templates
• Digital downloads
• Packaging labels
• Branded emails

Collateral pieces are designed to match your brand identity, so every touchpoint feels cohesive and intentional.

Why It Matters:

Brand collateral reinforces your brand wherever your audience interacts with you—whether that’s online, at an event, or through a physical product.

4. Brand Identity

Your brand identity is the full visual personality of your brand. It’s everything that people see, recognize, and associate with your business.

A brand identity includes:

• Logo: Your primary logo, secondary logo, and any icon marks.
• Colors: A defined color palette that reflects your brand’s vibe.
• Typography: The fonts used across your website, social media, and materials.
• Illustrations & Patterns: Unique design elements that add character and make your brand stand out.
• Imagery: Photography style or custom graphics that reflect your aesthetic.

Think of brand identity as the “face” of your business. It’s the visual glue that holds everything together.

Why It Matters:

A strong brand identity makes your business recognizable, memorable, and cohesive. It helps you stand out, builds trust with your audience, and conveys the quality of your work.

5. Revisions

Revisions refer to the number of changes or tweaks you’re allowed to request during the branding process.

Most designers include a set number of revisions at each stage of the project—for example:

• Logo Concept 1: 2 revisions
• Brand Collateral: 1 round of edits

If you request additional revisions beyond what’s included in your contract, it typically comes with an extra charge.

Why It Matters:

Revisions ensure you’re happy with the final outcome while respecting the time and process of your designer. Knowing how many changes you can request helps you provide clear, intentional feedback that moves the project forward.

How Liberty Type Helps You Build a Wildly Unique Brand

At Liberty Type, we’re experts in creating brands that don’t just look good—they work for you.

We handle everything that makes a brand tick, from start to finish:

• Auditing your current brand to identify opportunities for growth.
• Developing a clear strategy to position your business for success.
• Writing website copy that’s clear, compelling, and tailored to your brand voice.
• Designing logos, websites, and collateral that feel cohesive and wildly unique.

If the idea of branding has you feeling overwhelmed, don’t worry—that’s where we come in. Our boutique agency is here to handle all the creative pieces so you can focus on what you do best: running your business.

Ready to Bring Your Brand to Life?

You deserve a brand that stands out, feels like you, and helps you grow with confidence. Whether you’re starting fresh or ready for a rebrand, Liberty Type is here to guide you every step of the way.

Book your spot with us today, and let’s bring your brand—and your future empire—to life.

Book Your Brand Audit