Powerpoint analysing the brand image of Florence and the machine.

1. Florence + The Machine Brand Image

2. Brand image
The brand image is a set of beliefs held about a specific brand by the audience. It is important
to have a brand image so they can clearly be identified amongst their respective genre. Being
identifiable within a genre makes an audience able to find an artists music easier and for the
promotion of material such as albums.
Florence and The Machines brand can be described as quirky and unique in her style of
clothing and songs. Some of the most well known songs they have are:
• Breath of Life – This song contains tribal drums and gothic arrangements, creating a pop
song with a difference, playing into the bands strengths as this unique sound is what their
audience are fans of as it is different from other songs on the market.
• Dog Days Are Over – This song is an upbeat song which showcases Florence's’ unique
voice, adding to her brand image. This song was performed at many festivals, attracting a
lively audience and altering Florence and The Machine typical audience, enhancing their
brand.
• Spectrum – Florence’s style within the video of this song and when performing is very
unique and different to what other artists within the pop genre wear. There is a fantasy
theme featured in the video and involves an eclectic mix of costume and setting. Florence
adds to this by having a bold hairstyle and outfits to standout in front of the colourful sets.

3. Florence and the Machine - Lungs
Florence and the machine released their debut album ‘Lungs’ in 2009. She quickly
established a brand image after releasing this album in order to promote the album
and create a fan base. This brand image is one of quirkiness and almost fairy-tale-like
which set her apart from other artists within the indie-pop genre, she said: “For the
stage, it’s the Lady of Shallot meets Ophelia…mixed with scary gothic bat lady.” This
shows that her brand image is one that she has established herself and has kept clear
and recognisable from the beginning of her campaign.
Promotional material such as posters of the album were used to make Florence and
the Machine more memorable, dark and dull colours were used in the background of
the album cover to accentuate her iconic red hair, making her features more
memorable to fans and potential audiences. Furthermore, flowers were used in the
branding of her first album and through her promotional material to create a
consistent brand image for audiences to recognise her with along with her bright hair
colour.

4. Florence + The Machine – Brand image
Florence and the Machines brand image is quirky and different compared to her indie/pop
competitors. Her eccentric style which she wears on stage and in front of the media has
contributed greatly concerning the creation of her brand image.
Firstly, Florence’s signature red hair forms an important
aspect of her brand image as audiences associate her
with this feature. Her red hair is colourful and provides
an insight into her colourful and quirky videos and music
style.
Florence’s earlier style was more naturalistic as most
of her earlier videos were set in woodland areas,
however, she has recently made a transition from her
original brand image and has become more classier
and commercial, but still retains her quirkiness.

5. Florence + The Machine – Brand image
Another key aspect of her brand image is her
iconic and raw voice which stands apart from any
other artists voice currently in the indie pop
genre. This allows her fans to recognise her easily
on the radio or other media platforms and
presents her with a strong and clear fan base
which is constantly growing.
Florence herself can be seen as a strong woman and has
been called “a visionary singer-songwriter, she is justly
compared to a whole host of legendary frontwomen,
including Kate Bush, Siouxsie Sioux and Shirley
Manson.” This was said by Mercury Prize awards about
Florence and the Machine when concerning her latest
album. This shows that she is recognised not only for
her unique music sound, by also her personality, which
is one of the most important aspects of her brand
image.