1. BRAND IDENTITY
PROJECT
Business Storytelling and Brand Development
By, Brian Pitts Jr.
2. Brand Name
Company Name: iAmMusic247 (online magazine)
Name Creation: “iAmMusic” is an expression for people who
have an undying passion for music and “247” means we’re
always available and always updating our content.
Backstory: Many of the domain names I researched were already
taken as well as iAmMusic.com. Furthermore, after reading a
copy of Jet Magazine, I noticed their website name had “247”
attached to the end (ie. myJet247.com). So I researched
iAmMusic247.com, and saw the name was available and I stuck
with it.
3. Brand Name
Strengths: The domain name is simple, easy to spell, easy to
remember and not limited to one specific musical genre. The
domain name provides flexibility to write on music in general,
whether it’s major or independent.
Concerns: Major industry artists may think the magazine ONLY
features independent artists. Also, readers may forget to add
“247” on the ending, and won’t find the site.
4. Brand Name
Protection: Yes, the name is protectable as a trademark
according to USPTO.gov, and there are no similar names
registered in their database.
iAmMusic247, would be a “Descriptive Mark” under the
definition defined in the legal article Pursuing Strong Brand.
“Descriptive marks literally describe the product or some
characteristic of the product...The following marks are now
protected, although they are, in fact, descriptive: SOUTHWEST
AIRLINES, HONEYBAKED and SPORTS ILLUSTRATED,”
according to Hoosear and Evans.
5. Logo
According to the “laws,” the shape is designed to fit both eyes
and the color is the opposite of my competitors, so our logo will
be able to stand out.
Effectiveness: The two-tone logo is simple and grabs the eyes
attention with ease. “247” is in red in order to add an emphasis.
6. Logo
Logo Type: Our logo would be considered a Wordmark.
The logo reflects simplicity as does our brand. We want to keep
everything simple for our readers.
The HLN logo is an excellent example of a logo that conveys the
spirit of my logo.
7. Logo
Competitor:
Hip Hop Weekly logo main attributes:
The word “hip-hop” lets readers know what genre of music the
magazine focuses on.
The word “weekly” lets readers know how often the magazine is
published.
The tagline lets readers know what the magazine is all about.
8. Corporate Culture
Objective: The company’s primary objective is to provide
exposure for independent musicians.
Core Values:
1. Be Credible
2. Remain Objective When Writing
3. Report The Facts, Never Assume
4. Be Creative, Entertaining and Forward Thinking
5. Embrace Change and Technology
6. Build Open and Honest Relationships
7. Be a Positive Team and Family Orientated
9. Corporate Culture
Implementing Objective: By hiring people with writing and/or
journalism backgrounds as well as those people who have a
passion for music. We’ll encourage our employees to have fun,
but remember the rules that are associated with journalism.
Plan For Developing a Strong Culture: Based on the “core
values” I’ve established, I will lead by example and be more of a
coach rather than a leader.
10. Mission Statement
iAmMusic247 is committed to being a reliable and credible
source for quality content in regards to independent musicians
featured in our magazine.
We seek to provide through various forms of media, a dynamic
and useful tool that helps promote featured artists to fans and
record labels globally.
11. Mission Statement
Communicated: The mission statement will be verbally
communicated to our interviewees as well as be posted on our
website in the “About Us” section.
The mission statement incorporates direction, focus, policy,
meaning, challenge and passion. It is also unique and
memorable. No, it doesn’t tell the story of the company, and after
researching other music magazines websites, I was unable to find
other mission statements to compare my statement to.
13. Tagline
This tagline is effective because it’s simple and straight to the point.
Our tagline speaks to everyone, it lets our readers and musicians
know what we’re all about.
The tagline is Provocative.
Yes, the tagline reinforces the brand message and it distinguishes us
from our competitor. To aspire for a career in the music industry, it
starts with a passion for music in which many indie musicians have. It
commends action; it’s short, unique, easy to say and positive.
