Brand identity is how an artist wants to be perceived through elements like their name, logo, and imagery. It allows audiences to easily recognize an artist and their products. Eminem and Kanye West have both effectively used brand identity techniques. Eminem created his alter ego "Slim Shady" and established a consistent font and logo. Kanye used his nickname "Yeezy" for his album Yeezus and shoe brand YEEZY. Artists also promote their brand across convergence media like social media, appearances, and styling to further recognition and sales goals.