This document discusses how brand identity was effectively communicated across marketing materials for the horror film "Cloak". The film's unique selling point of the ominous cloak was prominently featured in the teaser trailer, poster, and magazine cover to promote brand recognition. Consistent use of the film title, fonts, and color schemes/effects helped portray the intended horror genre and clearly communicate the brand identity. While color schemes are common across horror films, unique application of blurring effects tied directly to the film's plot helped distinguish the brand identity.

1. Effectiveness of the combination of
my main product and ancillary texts
By Tim Carnell

2. What is Brand Identity
• Brand identity describes how a business wants
consumers to perceive its brand.
• Brand identity includes aspects such as the
brand’s name, logo and other visual elements.
These aspects are used to communicate to
consumers what the product or service is all
about.

3. Why is Brand Identity important?
• Brand identity is important in marketing a product or
service because it is a vital way of attracting the target
market.
• For example if a company wanted to make a horror
movie but when it came to designing the brand they
decided to use images of puppies using colours such as
pink and purple as well as titling the film ‘friendly
puppies’ then it is highly unlikely that they will attract
their target audience. This is because the brand image
they created is more appropriate for children with an
age of 3-5 where as the target audience for horror
movies is 15-25 and people who like watching horror
movies want them to be scary.

4. Brand Identity and Brand Image
• Brand Identity is constructed by the business itself
where as brand image is the consumers actual opinion
on what the brand is and what it has to offer.
• If there is a negative gap between brand identity and
brand image this suggests the company is out of touch
with market sentiment. As a result of this, selling the
companies products becomes more difficult and
therefore the business is making little revenue. If the
business is in serious trouble then this can force the
company to rebrand itself.

5. CLOAK- Unique Selling Point
• The film Cloak’s main unique selling point is the the actual cloak.
We have used it throughout the campaign and production of our
brand identity including the teaser trailer, the poster and the
magazine cover to promote. Even if the the physical image of the
cloak does not appear in one area of the campaign such as the
magazine cover for instance, the fact that the title of the film is
‘Cloak’ means that it is predominant throughout all aspects of the
overall product.
• The cloak is a good unique selling point as it is well recognized as
being an intimidating and scary item of clothing that is used to hide
an individuals identity. The fact that is is rarely used in horror films
made today means we are therefore offering something different to
the consumer.
• By making the title of out film ‘Cloak’ this enables us to use it in all
areas when creating the brand identity and as a result this makes
our unique selling point clear to the potential audiences as well as
promoting the correct brand image.

6. CLOAK- Fonts
Teaser Trailer Poster Magazine Cover
• To promote brand identity, it was important to keep the
fonts and style of the title the same across all aspects of
the campaign including the teaser trailer, the poster and
the magazine cover.
• By doing so the potential consumer is able to identify our
brand easily. If we varied the fonts and styles of the title
then this would create an unclear brand image and could
potentially confuse the potential consumers as to what
the film was about.

7. CLOAK- Colour Schemes and Effects
Teaser Trailer Poster Magazine Cover
• It was vitally important to use the same colour schemes throughout the campaign in order to
promote brand identity as well as portraying the horror genre.
• The teaser trailer, the poster and the magazine cover all use dull and gloomy colours ideally to
demonstrate the fact that the film is a horror and has a bleak storyline. The use of similar colour
schemes also helps promote brand identity however a lot of horror films use similar colour
scheme and therefore this is not significant in promoting brand identity.
• The use of effects however is a good way of promoting brand identity as there is a wider range
of effects that can be used for horror films. The main effect we used was to blur. This can be
recognised throughout the teaser trailer and on the poster. The reason my group decided to use
this effect is because it is unique and suits the storyline of our film perfectly in the way that
blurriness can hide identities and objects.