Creating Brand Identity

Creating Brand Identity

Dawn of a New Era
The introduction of music videos on MTV meant that artists now had the opportunity to create an image of themselves to present to the public and gain a following. These videos gave artists the ability a convey a more comprehensive message to their audience to create this image and make a brand of themselves.

These videos are powerful in which they can make or break a single or a new artist's career as a whole.

A Changing Landscape
Though the broadcasting of music videos on TV has declined, the music video is still the most powerful and popular way to promote music.

With improvements in web-video technology, music videos have maintained their dominance through the Internet to promote music. Online platforms like websites and social media, e.g. Twitter, must be linked clearly with image of the artist. For example, a tweet on Twitter can get as many people following as a TV channel can reach in only a matter of minutes.

This makes the Internet a dominant force in promoting music.

Brand Identity
Creating a Brand Identity requires careful consideration. This "image" can be created using a clever formation of colours, image, text or fonts, etc. Products such as music videos, websites, Twitter or other social media accounts, digipaks and magazine adverts, etc, must promote clearly one image of the artist across all elements. For example, The Spice Girls were all advertised individually with the different personalities for each of the girls in their stage names, e.g. Mel B = Scary Spice, Emma Bunton = Baby Spice, etc.