What is marketing?
The way an institution presents their product or business in order to attract a target audience. This can be through advertising and campaigns.
"The process by which a product is brought to market"
What is branding?
The label a company will put on a product as a way of instant recognition when seen by its audience. This usually comes in the form of a logo e.g Swoosh (Nike), Apple (Apple), Man on horse (Ralph Lauren).
"The process of developing the product into a concept"
The aim is for your target audience to buy into the product and what it stands for.
Brand ID:
- Typography
- Graphics
- Imagery
- Logo
- Colour Profile
From a business POV, consistent, strategic branding leads to a strong brand equity (the added value your brand brings to the product you are selling allows you to charge more)
Consistent branding = costumer trust/following = Sales £££
Musician/Artist Branding
- Builds perceptions
- Visual ID
- Logo, Graphics
- Appearance
- Behaviour
- Tone
- Platforms heard on
Case Study: James Bay
Common aspect in all the photos is his hat which symbolises and represents his identity and brand showing consistency.
Brand portrays his personality, type of genre and mood.
Serious artists focus on the music whereas hipster, indie music is consistent with this music videos and visual ID.
The focus is on a simple "back to basics" style which gives way to provide thoughtful meaning. In comparison to artists like Lady Gaga
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