Research & Planning 1: Marketing and branding

What is Marketing?
Marketing is the process of which a company sets out to publicise and make known to the public their product/brand through advertisements and other means in order to gain publicity and gain profit from the increase in potential consumers. the process by which a product is brought to market to a specific target audience.

What is branding?
The creation of a symbol or unique identifier for a brand such as a logo or a slogan that is recognisable by the public of that specific brand. (icon)
The process of developing a product into a concept.

Brand identity:

• Logo
• Typography (comic sans)
• Graphics
• Colour palette
• Imagery

From a business point of view: Consistent, strategic branding leads to a strong brand equity.

(the added value your brand brings to the product you are selling that allows you to charge more)

Consistent branding = customer trust/following= sales £££

Building perceptions, persuading people to view your artist in a certain way. Through the use of logos and the artists public interactions with their fans and during events.

Case Study: James Bay

The focus is on a simple 'back to basics' style which gives way to provide thoughtful meaning.

This is the way in which he has been constructed resonates a calm and relaxed style which the audience can relate to and desire. Consumers buy into this lifestyle which makes it aspirational

The consistency in his publicity imagery displays him never looking straight at the camera. It is marketed that way on purpose to draw the audience into 'his own world'.

The same colour palette shown in his poster advertisements and mirrored in his album covers and music videos. 

What I've learnt from this:


When i plan to develop my own artist I will make sure that there is a consistency in the colour palette of the branding of my artist as well as keeping the typography the same so that it is distinct about who my artist is and there is a sort of 'symbol' that our artist is identified by and even better 'if less is more' and using too many effects excessively could alter our branding of our artist.

Thanks for reading!