June 14, 2022

5 Common Branding Terms Explained

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

Let’s start there. 

A brand is more than a logo. A brand is what sets you apart. A brand is what allows you to build the bridge from your business into the community. A brand helps build relationships, create loyal customer retention, and turn your side-gig into a reputable company. 

Think about a brand we all know and love: Target. Without the Target brand, then it’s just a grocery or department store. You don’t fix your hair and get out of your pajamas for a quick trip to the grocery store, but you do for Target. That’s the effect of a brand. It happens to us all the time without us even recognizing it. Are you going to pick coffee or Starbucks? Leggings or lululemon? Chocolate or Hershey’s? 

Once you have a proven business, process, or offer – building a brand is what will separate you from the competition. It will be the reason someone chooses you over them. If this is catching you off guard and overwhelming you, well, that’s where we come in. 

To build a cohesive and recognizable brand, you need to be familiar with what’s on the table in order to make it happen. Below are six common branding terms and what to expect with each of them so you can be better prepared to build your brand and less inundated at the initial take off.

5 Common Branding Terms Explained

Mood Board

Think of a collage of torn out magazine images you love or a Pinterest board full of photos. This is used to accumulate images and ideas that create the look and feel you want for your business. 

Project Scope

This is essentially an outline of your project. It should contain a timeline, communication preferences, deliverable deadlines, the creative process, what to expect, what you will AND won’t get, and more depending on the package you choose. 


Think of this as the “extra” stuff your business will need outside of the online presence. Things used in marketing to further institute your brand out in the community, such as: labels, digital downloads, letterheads, business cards, and more. 

Brand Identity 

This is your entire brand personality. This is bigger than just your logo, this is what supports it and creates your brand aesthetic. Colors, typography, illustrations, patterns, icons, other visual elements, etc… It is how all of the pieces will work together to create one cohesive and recognizable identity.


Your contract should be clear about how many changes you are allowed to request at each step of the creative process. Additional revisions come at an extra charge. 

Our boutique agency is an expert in everything that make a brand tick – and we’re here to serve you and your business from start to finish. From auditing your current brand and developing a strategy to hit your next goal, to writing clarified copy and messaging in your own brand voice, to designing everything your brand touches, you can trust in us to not only get it, but get it right the first time. 

All those ‘creative’ things on your to-do list? Consider them handled with Liberty Type. You deserve a wildly unique brand built with strategy and intentionality from the ground up. Book your spot with us today to bring your brand, and future empire, to life.