Brand Identity

Sabrina and I decided that the best way to see how to we should represent the band is to first figure out their brand identity. We did this by creating a brand idenity prism.


"In order to become a brand with loyal following or how Kapferer says ‘passion brand’ or ‘love marks’, brands should not be just a name. Instead they should have a story or a deeper inner inspiration which connects to its consumers. Brands should have their own character, their own beliefs and their own identity."


We created the one below.

Physique: (the physical facet also comprises the brand’s prototype: the flagship product that is representative of the brand’s qualities.) Electric Gypsies’ logo is red. The red color was chosen because it is the color of  passion. Indicating that this band loves what they do. The color signifies strength, courage and power. Something that the band wants to represent and live up too.


Relationship: (Once the consumers build a relationship with the brand, the brand can demand consumers to do things which it believes in). The relationship between the consumer and the band is for it to be friendly. For the consumer to be able to relate to the band and its members. This is why Sabrina and I are leaning into creating a music video that shows their personalities. So the consumers can get to know the band.


Reflection: (a brand will always tend to build a reflection or an image of the buyer or user which it seems to be addressing). The specific characteristics of the target audience are those individuals who love classic rock. People who are full of energy.


Personality: (The way in which it speaks of its products or services shows what kind of person it would be if it were human). The band strives to communicate a brand that is engaging and different. The band wants to be unique and communicate a sense of being carefree and yourself.


Culture: (It indicates the ethos whose values are embodied in the products and services of the brand). The band wants for their audience to stay true to themselves. To do what they love, no matter what.


Self-image: (Through our attitude towards certain brands, we indeed develop a certain type of inner relationship with ourselves) The audience should see themselves as fun, carefree and feeling younger.

Stay Tuned.

Mari