Question 2:How effective is the combination of your main products and ancillary tasks? By Alix Sampford
Brand Identity <ul><li>A brand is the make/ identity of a product. Branding is about creating an image that people link to a particular type of product in the media. </li></ul>In order to compete in today's ever expanding and extremely competitive music, artists have to create a completely individual and unique brand identity. Brands are extremely important when it comes to selling any product. A brand identity is what sells that product and with time brands can become extremely well known and popular. For example McDonalds have an extremely recognisable brand identity; its one of the most recognisable brands in the world. Another example of a recognisable brand identity would be with the artist Lady GaGa because of her unique fashion style. This helps portray her brand identity and people are able to clearly recognise it.
What’s in a good brand Identity <ul><li>Brand Essence- What the brand means in a sentence </li></ul>Brand Slogan- A catchphrase or motto linked to the brand. For example Tesco’s “Every Little Helps” Brand Values- What does the brand represent. For example Cancer Research is a charity to help fund cancer research. Brand Heritage- What tradition does it have. For example Comic Relief with Red Nose day. Hard Benefits- What benefits does it offer the consumer Brand Personality- What kind of character does the brand have? Brand Appearance- What does it look/sound or even taste like? Emotional Benefits- What kind of emotions do the consumers receive.
Our Brand Identity <ul><li>Our brand identity represents a hybrid of genre of rock and grunge. We chose this genre of music because we wanted create something unique to help represent our brand identity. There are four band members within the band and each one represents a different attitude and this compliments the brand identity because each band member is unique and a part of the band. Where as in the pop genre the main focus of the brand identity is the lead singer but for use it is the entire band. </li></ul>Our brand identity was inspired from bands like Slipknot and Hollywood Undead because they clearly express their brand identity through the lyrics and narrative through the song. Bands with a successful brand identity usually focus around having their own colour, fashion style or name so we decided that we would use masks. We liked the ideas of having masks because this way we could portray each band member as an individual with there own sense of identity .
<ul><li>We didn’t want our band to be soon as too “goth”, “emo” or “screamo” so we looked at the conventions which make those genre and decided how we could separate our brand identity from them. We did this by the use of colours because in most hardcore grunge bands, they usually focus around dark colours. Our brand identity doesn’t focus on pitch black colours and darkness because we knew that by toning down the dark colours would make us look less like hardcore bands like Slipknot. We did this purposely to help create an individual look for the band, so people wouldn’t think that we were another band trying to be like Slipknot or Kiss. We created a unique look which stands out among those bands. </li></ul>This is them. This is us. In comparison to Slipknot they look like they belong to a more hardcore section of the genre compared to us. We both cover the same conventions as each other but we use them differently. We both have masks to represent different personalities but we use simple designs to show this, were as they use excessive amounts of detail. We thought that having a simple look would look better because the designs could be easily represented along with the brand identity.
How we showed our Brand Identity. <ul><li>For our music video and ancillary tasks we had to clearly show our brand identity by making it visual for the audience. We did this by following the conventions of our genre and representing them through media language. </li></ul>Conventions of our rock and grunge genre, feature close ups of the band playing instruments during the performance. As seen in Hollywood Undead’s video of “Young”, you can see that they feature close ups of their instruments. This part of cinematography is really important in the representation of the band because when the audience are watching the video it gives them a sense of being there with the performers. Its also important to show the audience the performers playing the instruments because its furthers the band identity of them being a rock/grunge band.
<ul><li>Having close ups and extreme close ups is extremely important to have in a music video because they are what sell the band. This can be seen in most music video because it is extremely important to sell the artist or band during the video. They become the part of the iconography and are able to be easily associated with their band and genre. </li></ul>ECU from our video ECU from Hollywood Undead’s Video Close up from our video
Mise-en-scene: The mise-en-scene is important for showing the brand image. For the location of our music video we used a derelict building which had a lot of graffiti inside. We chose this because we knew that all the graffiti in the building would help compliment our brand identity and genre. By using a derelict building we established that the band is in run down area. We wanted to establish this because this relates to the emotion in the lyrics in the song and helps drive the narrative. However the narrative for a music video can vary because of different bands style and genre. For example Hollywood Undead use a confined space for their video because helps reflect the narrative of being trapped ad confined.
Costumes are important for the brand identity because they reflect the style of the band, it also sends a first impression for people who haven’t seen the band before. For the costumes we decided that everyone would were black for the narrative and during the performance of the video everyone would wear light colours so that they would reflect the colour of the red light. Also the masks are apart of the costume and they play the biggest part in the representation of our band identity. When compared to bands like slipknot they use the classic total black attire to represent their genre. When it came to props for the narrative we only had our masks which were detrimental for showing our brand image.. However during our performance we used the standard props of band wit a guitar, drums, bass, microphone and microphone stand. These were used to give the video an authentic look and make our band look like a real band.
When it came for the lighting of the music video, we chose to use a red light in the performance. This is because the colour red portrays anger, hate and violence and we found many bands who used this technique to help further a deeper meaning in their music video. Also the use of the red light helped to further our idea of having our band playing inside the amp. During the intro of the song the camera looks at the red light of the amp and then zooms into the amp. The red light from the amp is meant to represent the red light in the performance of our video
How our brand identity is shown through our ancillary tasks. One of the main focuses of our brand identity was the mask the band wore. At the top of the advertisement and directly above the corresponding band member is the band members mask design. This was done to show the audience the design of each characters mask because each member represented a different emotion. The magazine advertisement features the bands logo in the back ground of the advertisement. This is done to instantly show who the band was. A clearly noticeable title was used to make the information within the poster easy to read for the audience and that they can easily find the release date. With the band at the front of the magazine advert, the audience would be able perceive an image of the band.
This is our digipak The use of colour within our digi-pak are very important because we want to be able to instantly tell the audience what genre of music we are without actually telling them. The black and brown sepia effect is to represent the grunge aspects of our band We scattered the arrangement of songs and gave each one a graffiti effect. We did this because this relates to the graffiti in the music video and helps further the brand identity. The bands logo is the front cover so that instantly recognisable. We used a Fleur de leis because it’s a very recognisable symbol but we added our own unique effect onto it to make it our bands individual logo. The masks designs followed by a Stone style Fleur de leis add to the effect of portraying our genre. The barbed wire helps show aspects of the rock/metal genre to the audience.
<ul><li>In conclusion I believe that we have kept consistent with our brand identity with our music video and bout of our ancillary tasks. We created a successful unique brand image with a strong selling point, as well as a strong unique genre through the use of many methods. </li></ul>Conclusion