Brand Identity;

Brand Identity is a big part of creating a digipak and a magazine advert to go with it. I decided I wanted to use brand identity as I wanted all of my products to match and for people to be able to connect one product with another.

The digipak or CD will always normally have a similar look to the music video. This makes it easier to advertise and easier for people to recognise. When I created my digipak I considered the font, colours and image I used these in relation to my music video. I was certain to keep the same font and colour (black and white) as this shows continuity this is called brand identity. Similarly magazines share the same continuity and are in keeping with the theme and conventions. Having a completely different magazine advert to CD cover and music video wouldn't work as people wouldn't be able to relate to it.

Brand identity is shown in Tinie Tempah's album Disc-overy;

The outward expression of a brand, including its name, trademark, communications, and visual appearance. Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand and by extension the branded company, organisation, product or service. This is in contrast to the brand image, which is a customer's mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identity.


Effective brand names build a connection between the brand personality as it is perceived by the target audience and the actual product/service. The brand name should be conceptually on target with the product/service (what the company stands for). Furthermore, the brand name should be on target with the brand demographic. Typically, sustainable brand names are easy to remember, transcend trends and have positive connotations. Brand identity is fundamental to consumer recognition and symbolises the brand's differentiation from competitors.

Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a product's brand identity may acquire, gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Therefore, brand associations become handy to check the consumer's perception of the brand.
Brand identity needs to focus on authentic qualities - real characteristics of the value and brand promise being provided and sustained by organisational and/or production characteristics.