-What is a brand?
-What is your brand image?
-How have you constructed a sense of brand identity using media language - first, in the video,
then how have you continued this across the ancillary tasks?
Branding, as defined by Niomi Klein is the turn about product from mass production, and people looking for direction in the form of product personalities to give consumers a bias in their purchases. A brand image gives a personality and identity to a product, which is appealing to consumers who want to buy the products. A well known brand for an example, is Nike.
Nike is an overall brand name, where many many products fall under it, though a same theme of sporty goods come from it.
In relation to the music industry, a band image can be make or break. A brand image is what can initially draw a consumer to the 'product', be it the band themselves or songs by the artist. In the music industry it is common for the brands image to reflect the sound of the artist or band. This can allow a 'brand essence' to be formed, which allows the consumer to label what the band is about and sum them up in a few words.
The brand image of our artist, Jess vs. The World, is a Quirky, Fun, young image, for a singer, with no band in the indie pop/rock genre portrayed to a mostly female audience.
The brand image can be compared to the singer, Bats For Lashes, as she is from the same genre and has the same artist set up as the one we created.
In our video, we constructed the brand image through the mise en scene, Jess' costumes throughout to start off. Her natural look the one we see at the start, matches the brand image as she pulls off a very fun, causal school look. Her super costume, is very 'spunky' and shows her fighting spirit with its play on her causal costume, with the added accessories (glasses, belt, cape). The Villain's costume helps enhance this, by looking more evil, to contrast her good look (blood stained strait jacket).
All amplify the brand image.
The brand Identity in the video is also shown and produced in the scenes where jess is performing/lip singing the song, and the editing work done there, lots of colours have been used, filtered over the footage, making it more interesting and fun once more, conforming to the audience as well as the desired brand image, and making her seem hypo-realistic and making her colours 'pop' in the 3D scenes especially. Another way we built up the brand image is through all the intertextuality we used, referencing all different types of pop-culture/game-culture and comic books through the video, mainly being superheroes and Scott Pilgrim, all identifiable with teenagers and a younger AND older audience, showing the main character in the video to appear spunky and youthful, the brand image, again.The video could work as a reality escape; which is always interesting, ridding the 'norms' of daily life, by showing this secondary world through a comic book perspective of two faced crime where good always prevails, It also hints towards a childhood interest to comic-books, to gain the same feeling of victory.
We created a mood board of pop culture related things to try and conform to and be inspired by.
Through the ancillary tasks, we could push the brand image further! Adding more comics, space and more interesting things. We could focus as much as possible onto one image, for example the front cover of the album. It looks fun, it looks colourful, it looks appealing and quirky. This is portrayed by the fact the Jess you see is a cartoon and the background is entirely illustrated, there is no photography used in this cover making it seem on another dimension, another universe even, if we take the space into account. The cartoon Jessica also emphasizes this and, as its something not commonly seen in an indie genre, being heavily video-game based, it sticks out to the consumers and overall is intertextualised to other products they like, such as games and comics and even indie fashion (brought with the space aspect) will build an association with enjoyment and emphasize quirky fun.
In the final ancillary task I focused on, Jess, is on a magazine advertisement. She is in space, within a comic, which seems bizarre, but all the colours work well by contrasting each other and making each stand out and pop. I tried to add several dimensions to this work, with real Jess and cartoon Jess, this seems fun, showing two personas, both equally as interesting, but one is more subdued (real Jess) hinting that the cartoon is more real and that the cartoon is more fun. This is all within a comic frame, which is a fun play on the page of which the advertisement would go, kind of showing its a separate entity entirely and should be considered that way. It also hints as an escape, which is interesting to the audience.
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