The Timeless Importance of Mood Boarding Your Brand (Especially Before a Photoshoot)

This week, I introduced a client to Pinterest. Not for the first time ever, of course—but maybe for the first time with purpose: creating a moodboard for her brand.

Now, mood boards aren’t new. They’ve been used forever in creative spaces, and for good reason—they're the holy grail of understanding someone’s aesthetic without needing a single word. They're how we turn the vibe in your head into a shared visual language.

And in this case? It was crucial. We were working on a rebrand and gearing up for a branded photoshoot that was fast approaching. That’s a lot of visual ground to cover—and we needed to get aligned.

Wait—What Is a Mood Board, Really?

In this experience with my client, I was reminded that not everyone is familiar with the process of creating a mood baord. So, by way of explanation, a mood board is a visual representation of the words you say when you talk about your brand. It’s what “warm and welcoming,” “high-end but approachable,” or “edgy and playful” look like.

It can be made with magazine clippings, digital collages, Canva, or—my personal favorite—Pinterest. If you’re new to the platform (no judgment), think of it like Google’s artsy cousin. It's a visual search engine where you can find everything from recipes to makeup tutorials to... yep, stunning brand photography.

Why Mood Boarding Matters Before a Photoshoot

Sure, I could plan out the whole shoot myself. I could tell you what to wear, where to stand, and how to smile. But that’s not the point.

What I really need to know is: what do you see when you think about your brand? Because your brand is not just a business—it’s a feeling.

A moodboard lets me inside your head. It shows me what you're drawn to—colors, textures, lighting, energy—so we can make sure your visuals match not just your personal taste, but your business goals.

Your Brand Should Be the Blueprint

Before you start pinning away, take a step back. Ask yourself:

What does my brand want to say to my clients?

This is a big question—but it’s the most important one. Because your moodboard should be built from your brand.

“A brand is the gut feeling people have about you or your business.
It’s not just your logo or color palette—it’s the impression you leave.
It’s how you show up, how you speak, how you make people feel, and what they say about you when you’re not in the room.
In short? Your brand is your reputation—designed on purpose.”

So, what does that have to do with your photographs? Only everything.

Mood Boards Connect Your Vision and Your Execution

Your brand shoot is not just about pretty pictures. Those images will live on your website, your social media, your newsletter—maybe even your book cover. They’ll represent you to the world for the next 6–12 months (or more).

If you and your photographer aren’t aligned on the tone, style, time of day, lighting, or even general energy of the shoot… well, that’s how disappointment happens.

Mood boarding ensures we’re speaking the same visual language. It’s the creative alignment tool that keeps your shoot from becoming a game of telephone.

How to Create a Killer Mood Board

1. Start with Pinterest.
   Search for photography, branding, outfits, colors, settings—anything that resonates with you. Think: "CEO energy," "wellness brand photo inspo," or "elevated minimalist aesthetic."

2. Pin what you love—without overthinking.
   Add anything that catches your eye. There’s no right or wrong here.

3. Step back and look for patterns.
   Are you drawn to bright, airy photos or moody, dramatic ones? Neutral tones or bold pops of color? Clean spaces or layered, lived-in ones?

4. Ask the big question:
   Does what you’ve pinned match what you want your brand to say?
   For example, if your brand is meant to feel wholesome and light—but you’ve pinned 47 smoky, editorial images in black leather… something’s off.

And here’s the kicker: Sometimes, clients pin things they love but that won’t connect with their clients. That’s the gold of this whole exercise. Not just making it pretty—but making it strategic.

Final Thoughts: Mood Boards Aren’t Just Fluff

Moodboarding might feel like one of those “extra” steps. But really? It’s foundational. It’s how you clarify your vision, align your team, and elevate your brand photography from “meh” to magnetic.

It helps you get clear.
It helps your photographer get clear.
And it makes sure your visuals actually say what you want your brand to say.

Because at the end of the day…

TL;DR?
Your mood board isn’t where you find your brand—it’s where you reflect it.

It’s your brand, in pictures.
Done right, it becomes your creative North Star—the thing that keeps your photos, your visuals, and your message in perfect alignment.