The document discusses how brands are used to differentiate similar products and give customers a sense of guaranteed values. It emphasizes that brands represent dreams and messages through advertising. The document then focuses on how artists should develop a consistent brand image through logo, imagery, and themes across all their products. As an example, it analyzes Florence and the Machine's quirky and unique brand portrayed through her music videos, album covers, and writing style. It describes how these influences informed the development of an original artist's brand identity and the integration of that brand across a music video, album packaging, and promotional posters.

2.  A brand is different from a product, for
example coffee is the product and the
different brands would be ‘Kenco’ and
‘Nescafe’
 The need for brands came from the age of
mass production, as a costumers had so
much choice each different product needed
a different ‘personality’ so that the costumers
would buy their product and not any other
one.

3.  Brands work because they offer us some
kind of guarantee, a set of values that
we associate with the brand image.
 They also work because they turn a
product into something special and
something that is different from the rest
and stands out.
 ‘’Advertising today is not merely about
selling products, it’s about selling a
brand, a dream, a message.’’ –
Katharine Viner.

4.  It’s important to the industry because the
audiences of a certain band or artist can relate
to them by this. It is essential that the artist
creates a brand image so all different products
relate to each other.
 There are three different products that an artist
should use for their brand image, these are;
- Constant font and colour for their logo which has
the correct connotation for the artist.
- A constant image, which the audience can
associate with the artist.
- A constant theme or campaign which would be
used throughout all their products.

5.  The brand image given to our artist was;
- Quirky
- Cute
- Unique
- This brand image was shown through the use of mise en
scene, costumes and locations.
-We looked at ‘Florence and the Machine’
and we wanted to have a unique and
quirky mixed with
‘Eliza Doolittle’ to have a cute edge to her.

6.  Florence and the Machine was our most
focused on artist. We looked at her music
videos and her CD covers.
 Her brand image is quirky and unique
which was the same as ours. We wanted
our artist to have the same qualities as
her.
- Her CD cover for ‘Lungs’ is very focused on the artist and, although
very artistic it’s a plain cover.
We wanted our CD cover to
be like this so we had the
cover based on out artist with
a very plain background.
Our writing is very similar also.

7. Our main inspiration for our video was Marina and the
Diamonds - I am not a robot as this is were we got our
ideas for close ups, and the medium shot of her swaying
her hair.
From these we also got the inspiration for our ‘lip shots’
and shots where the artist looks as if she could be naked.

8. Mise en scene played a big part in out video as we
wanted a lot of her brand image to be shown through
this.
 The masks, used as the ‘villains’ in the music
video, played the biggest part as they separated the
three different characters and added an element of
fun to the video too.
The two main animals
were the badger
and the fox but with
the owl in some shots.

9.  Another element of our mise en scene to
match our brand image is the cakes
used.
We had two different types, the first ones
spelt the words ‘eat me’ this gave a
unique twist in the video and added an
element of creepiness to it too.
The other ones were just plain pink ones,
that give a continues flow of colour
through the video.

10.  The main location was a circle wood area in a park
near us. The circle represented isolation and that, the
protagonist could get away from.
 The other locations were the long wood area in the
same park, this give the artist somewhere to run and to
get the ‘chase’ effect shown in the video.

11.  The costumes played a big part in creating
the perfect brand image, as the artist wore
dresses in all the shots. This was a plain
white dress with tights. This creates
a consistent flow and the audience
can recognise the protagonist.
 The make up used was fairly simple and
natural with no bright make up on apart
from the pink lips.

12.  For our ancillary texts we had to create 2 panels, a front and
back cover and two released posters advertising the new
album.
4 Panels:
- For our four panels we wanted to use the same theme
throughout, this was all based around the mise en scene of the
animal masks and the woods. The artist is also included in two of
the panels which keeps the consistency.

13. Back Cover:
- For our back cover we used a simple picture of a red bow.
This links with our main task as in the video you will say ribbons
hanging from trees and in her hair.
- Linking everything together was important to us as we
wanted to keep up the consistency throughout all the
different pieces.

14. Front Cover:
- For our front cover we kept it, like the back
cover, simple but also a little different to
front covers researched.
- The consistency is still there with the front
cover as the artist is wearing the same dress
as worn in the video.
- The text used is also similar to the back
cover and the panel font which links them
altogether.

15. Released Posters:
- Our released posters both include the artist from
our video. This helps the audience recognise the
artist and her new albums.
- The writing used in these posters is the same as
used in the front and back cover and the 4
panels.
- The first released poster was done on location
and it holds the ‘tea party’ theme and you can
see this with the bunting, the ribbon and the
masks in the back ground. The location of the
photo is also the same as used to shoot some of
our video and so it all ties together well.
- The second poster was done in a studio and the
theme of this one is the animal the artist turns into
in the video so again it ties with the video.
- Both posters have a small picture of the album
cover on to show exactly what they are
promoting.

16. - In conclusion, the combination of our main products and
ancillary texts where effective of showing our brand image as
we kept the image of the artist the same in every shot and
even in our posters and panels.
- As well as this, the mise en scene used in our main products
was also used again in our ancillary texts and it always kept
the consitency I wanted to keep throughout the whole
project.
- However, there were some parts that were not as
effective, for example the panels weren’t as creative as I
would of liked. As the main video used many way to show our
creativity the ancillary texts seemed to lack of this.
- Apart from this, everything else seemed to work well together
and I was happy with the end product of all ancillary texts
and the main product.