2. Reflects how a product's name, is perceived by A successful brand has a consistent sense of ‘brand
the audience identity’ throughout the media so it has the same
reputation
Creating a brand for your product enables it to stand from
competition
As a brand develops it’s own identity; so does brand loyalty.
This is when consumers choose to only purchase your product
based on the brand and how it is presented
Not the same as a product.. the face and
recognition of the product
What is a brand?
3. How? Through our music video, digi-pak and magazine advert.
Why? For our artist to become noticed by consumers, we needed to create a sense of brand identity and
ensure that we promoted her effectively and break into the music industry
Brand Identity
Who? To create a successful brand, a target audience has to be established. 15-20 year old caucasian females. C1 - E in the socio economic status.
Why?
Because this age range are the highest music consumers, therefore have an abundance of music and music artists. This gives our
artist the chance to break into the music industry. However, this can also be seen as challenging because of the existing
competition. Nevertheless, if we create brand identity by providing consistent themes and ideas, our artist can become noticed
by the target audience.
4. Eliza Doolittle signed to Parlophone records as a new artist entering the competitive streak of music, her aim was to
address her target audience (16-25 females) and establish herself as an unique, niche individual. The record company
began to create an ‘identity’ for her name so that consumers could instantly recognise her.
How?
Continuity. Using the same themes and styles
in every media text: photo shoots, album
covers etc.
This is the cover for her single 'rollerblades'. Yellow connotes happiness and youth
that will appeal to a young audience This cleverly thought out idea of having wheels
painted on the wall to make it look like Eliza Doolittle is wearing rollerblades is very
effective when portraying the message of individuality.
Throughout her cd cover designs the same font is used for her name. This typography has become a logo in
itself and has become recognisable by music consumers. The slanted type and small case ‘i’ add to her
quirky style.
Artist’s and Branding
5. To represent her fun, youthful personality, bright
colours like purple and pink were the perfect
colours to choose. Even the artist’s fiery red hair
show that she has a rebellious side to her.
When coming up with our initial ideas for the digi-pak
album and magazine advert, we wanted to make sure that
vibrant colours were used to show that she was a positive,
fun individual. These colours would appeal to our target
audience as they are feminine and ‘cute’ (stated in our
audience feedback)
Placing this bird on the artist products and promotional texts becomes a
Using a hand-rendered font like this looks as if the artist herself, making it more personal and logo in itself. Consumers begin to identify and distinguish this image with
‘autograph’ like. the artist.
Our Brand Identity: Ancillary Tasks
6. Quirky fashion sense
Exaggerated, confident body language
Colourful album front cover designs
Benchmarking with an existing brand helped us decide how we
Why? wanted our brand to come across to consumers. In addition, using
Eliza Doolittle as an example was crucial because this meant that
we could challenge and conform to existing brand identities
categorised by similar genre’s and audiences.
Comparing an Existing Brand to
7. We felt that when creating a brand image for our artist, continuity was
important, so we used the same ideas and themes that would be
associated with the artist. Hence, the mis en scene’ are the same in the
music video, digi-pak album and magazine advert.
Media Language and Music
Even the narrative of the music video is a positive aspect of the artists brand
identity because consumers can relate to personal identity and gain insight into
their own life’s. This suggests that this artist is passionate about being an individual
and confident, A role model to her target audience.
The natural scenery in the back ground suggests a
boho style linked with pop/folk genre
The juxtaposition between the loud, bright coloured
playsuit and earthy colours stands out and suggests
that her personality and music makes her stand out
8. Cartoon effect suggests a naive, fun personality and
style
Merge between location shot in music video and
splashed ink from front cover album. Suggest a
creative side to the artist
The titles of her songs are have a sweet, innocent life
experience. Consumers can relate to her through these
songs
Body language such as looking down is really appealing to a target audience who are aware that
promoters try to create brands that are ‘ too in your face’. This is more subtle and suggests being
shy - ‘girl next door’.
‘This Little Bird’ lyrics placed on merged image of location shot and splashed ink.
Media Language & Digi-Pak
9. To promote an artist and maximise their chances of breaking into the music industry, we had to
produce a magazine advert that promoted her new album. Brand identity is a crucial point when
trying to catch the attention of consumers. Therefore, we have place her in the same clothing and
the same theme of splashed colours - similar to her digi-pak album.
Using conventions of a magazine advert such as contacts like Twitter link with the
uses and gratifications theory when consumers can key into surveillance : satisfying
curiosity and general interest in the music industry
Therefore, using the same style as the album cover is easily
recognisable to consumers when flicking through a magazine.
immediately, the bright colours seen on the magazine advert can
later be noticed on the shelves when the digi-pak album is
released.
As it is placed in a music
magazine full of promotional
material, competition is fierce!
Media Language & Magazine
10. ?
So by having a consistent sense of brand identity in our music video, digi-pak album and magazine
advert, we were able to create a brand that appealed to it’s target audience of females aged 15-20!
