A brand persona is a set of personality traits, attitudes, and values that your brand shows off regularly to connect with a certain audience segment. A brand persona can be a person, an idea, a character, or a mascot.

Brand typography is a visual part of a brand style guide, also called a brand book. It puts your business's written copy in a way that is easy to read and fits with the personality of your brand.

Brand image is how a customer sees your business based on how they interact with it. It can change over time, and a customer doesn't need to buy or use your product or service for it to work.

A branding mood board is a collection of visual assets, like colors, images, text, photos, or any other kind of visual inspiration, that show who you are as a brand and what kind of brand message you want to send out into the world.

A brand color palette is a group of colors that show the personality of your brand. Your logo, website, business cards, and other things will all use the colors in your brand color palette. So, it's important to choose the color palette for your brand with great care.