Brand Identity Discussion
In this rapidly advancing era, branding has move beyond identification of the products, and approached the management of brand meaning via expanded system of brand identity. The name of the business is representation of its identity, so it is necessary for a business to select its name in a wise manner. With the help of brand identity, products are differentiated. Differentiation is, however, important as it prevents the product from reduction to a commodity with the fierce price competition that is prevailing in the market. Superior image of the product is created with the help of brand identity. Mass market manufacturers, however, spend millions of dollars for establishing brand identity of their product. Brand identity is effective enough to leave specific mark and symbol on minds of customers. It is representation of association of customers with the particular product or brand. Nowadays, companies are using brand identity in order to create an emotional appeal and attachment with the products and services. Marketers are focusing on creating an involvement feeling, a distinctive quality of intangible qualities that iare associated with the brand name, and a sense of improved and higher quality.
Morris’s article ‘Making the Brand: Exploring the role of Branding in popular Music’, explains that U2, Wilco, Keane and Radiohead developed their brands by establishing brand identity that contributed to overall image of artist. They focused on videos; packaging of CDs, reviews of album, and websites in order to establish brand identity, and by emphasizing on these four elements, the companies successfully achieved success at the global level. They also focused on adopting latest trends in order to facilitate listeners in an effectual manner.
Other artists used fluidity and consistency in the brand development by focusing on their sound. They used appealing lyrics, and their vocal tones kept on adding tenderness as well as sensitivity to their lyrics and melody. However, artists also provided expansive sound via sweeping sound that is piano-driven. In order to make customers or listeners aware, Keane promoted the name of brand with the help of double sided booklet with album name written in bold letters. They selected attractive actual photographs and colors in order to ensure consistency, and also to create visual image of the brand.
The qualities of adaptabilities and consistency that I would look for in artists are innocence, honesty, simplicity, positive attitude to changing patterns and trends of society, and promoting the product in accordance with customer requirement. Artists should approach adaptability and consistency because they present some new competitive advantages to artists. We are living in an era of instability as well as risk, in which globalization is compelling artists to adopt new methods in order to achieve competitive advantage in the marketplace. They should stick to their core brand values in order to ensure image consistency of brand across various media. Artists should use gestures that are attractive for listeners, and that leave a permanent impression of artist in mind of listeners. Additionally, artist-driven brands may provide a level of control to artists. However, brand extension can be done in other markets if the brands are strong, but they can also pave the way to creation of harm in efforts regarding brand are inadequate. Furthermore, expectations can bound the artists into a specific image or sound, and can hinder creativity of an artist.
