Brand Identity and Elements of Spotify.
Spotify is a media-service provider founded in 2006 by Daniel Ek and Martin Lorentzon. It serves as a music and podcast streaming platform for numerous artists, labels, and media firms. Spotify’s revenue strategy centers around its on-demand streaming media services, allowing it to sell DRM-protected podcasts and media from media firms and record labels. This blog will focus on Spotify’s business tactics.
Identity of Spotify.
Spotify has sponsored a global campaign called Wrapped over the last five years, which has become a cultural phenomenon. Every December, Spotify analyzes the stats to provide users with a one-of-a-kind retrospective. They may listen to tracks they’ve heard all year, and they can also share visuals to show the world how great their music selection is. And people genuinely adore it.
One of the reasons people like it is how easily it functions. First and foremost, appearing on their native app with a variety of bespoke visuals that Spotify can upload to social media with a single click or touch of a button. Second, digital companies understand the value of a robust interface and delight in investing in interface design that captures their identity and represents them effectively across all platforms.
But the underlying social network is just as crucial. Native players must rely on an underlying social framework beyond the internet platform. They need to be more aware of the importance of real-world connections in forming user communities. Consider Reddit or LinkedIn.
Spotify’s campaign employs contextualized OOH to perfection, with local data influencing site selection and message. While OOH has always been a crucial narrative medium, it is now strongly supplemented by digital activations. They begin with an out-of-home unveiling for an immediate ‘earned media’ splash — that is, free commentary that repeats their message as a result of being exceptional in their implementation. Digital advertising, a microsite followed this, and, of course, personalized playlists and visuals. There is continuity in tone and execution, which is crucial for building their identity.
Brand positioning of Spotify.
Christmas carols are about Jesus Christ, Santa Claus, angels, Frosty the Snowman, Mary, winter and snow, Rudolph, love, giving, carolling, and many other great things that appeal to a wide variety of interests and preferences. Christmas is generally seen as a season of love, joy, peace, family, giving, receiving, and hope, regardless of religious views. Christmas music is complete with messages that will warm your heart by reminding you of what you enjoy most about the season.
The majority of people dislike certain forms of music. Some people loathe country music, others despise rap, others hate classical music, and others abhor pop. But holiday music is so different — yet so harmonious — that it captures practically everyone’s attention. Though some Grinches dislike Christmas music, for the most part, everyone appears to like it (though admittedly, some have strong feelings against listening to Christmas music before Thanksgiving and after December 25th).
There’s something about “that Christmas feeling” that words can’t express, but music can. There’s a sensation linked with the entire Christmas season, a feeling of warmth, love, and pleasure that perfectly offsets the harsh December weather. Christmas music evokes that mood with a few exquisitely crafted melodies, harmonies, instrumentation, and (often) lyrics.
Some Christmas songs evoke the spirit of traditional English Christmas caroling, complete with wassail, holly, and mistletoe. Others captured the heart of the first Christmas when shepherds and wise men flocked to Bethlehem to worship at the manger. Some Christmas carols convey the childhood excitement of waiting for Santa, unwrapping presents, and playing in the snow.
Others evoke the sensation of sitting by the fire with a blanket and a cup of hot chocolate. Others, such as those written during WWII, portray the feeling of cherishing every Christmas as if it were your last. Whatever your Christmas sentiment is, there is Christmas music that may help you remember it – or experience it more thoroughly again.
These specifics are sufficient to establish Spotify’s archetype as The Outlaw.
The desire for vengeance or revolution;
The goal is to eradicate what isn’t functioning (for the Outlaw or the society);
The strategy: disrupt, demolish, or shock.
These are the archetype’s message levels.
Level One: a sense of powerlessness, rage, mistreatment, and siege;
Level Two: identifying as an outsider, the group’s or society’s principles in a way that contradicts customary conduct and morals;
Level Three: startling or disruptive behavior;
Level Four: becoming a rebel or revolutionary.
The Outlaw might be an excellent brand identity if:
- Customers and staff are feeling disconnected from society, or they identify values that are at variance with those of the community as a whole, the usage of your product is to destroy something, or it is creative;
- Your product is not particularly good for people, therefore using it is akin to snubbing society’s views about what constitutes health;
- Your products either assist in preserving values that are in danger from dominant ones or pioneer new and unique attitudes;
- The cost of your goods is modest to moderate.
Our communication plan may use a variety of messaging techniques. All of these, however, follow a certain logic known as communication-based on archetypal branding. A company may have several messages, but none of them are consistent. For instance, “Do everything with ease,” “Go ahead and be strong,” or “Dig deeper and be knowledgeable.”
These three quotations serve different purposes and have various underlying meanings. One focuses on becoming a hero, while the other is about gaining experience. The logic of brand archetypes adds more originality and clarity to these two distinct messaging trajectories. You can learn more about communication-based on archetypes by reading the book “8 steps to a complete archetypal branding.”
The brand identity of Spotify.
Spotify is a music streaming service that was founded in 2006 in Sweden and launched in 2008. Spotify Ltd. currently serves as the parent business in London, while Spotify AB controls R&D in Stockholm.
This case study of an online music subscription business shows how Spotify may change different aspects of the mix online. It also emphasizes critical success aspects for creating an internet marketing plan. We’ve put it on Smart Insights for Dave Chaffey’s book readers ahead of the next edition’s release; it replaces an older case study.
Spotify was not the first online music service, but it pioneered marketing strategies, technology, and membership alternatives, allowing it to become the industry leader in music subscription.
The first significant entrant was Napster, which we covered in earlier versions of this chapter. It began as the first extensively utilized service for ‘free’ peer-to-peer (P2P) music sharing. Due to lost revenue from music sales, the record labels filed a legal challenge against Napster, forcing it to shut down. However, The company bought the Napster name, and its second iteration still provides legal music, even though it went bankrupt in 2008 and has had multiple owners, including Roxio and Best Buy.
Spotify uses a freemium approach, with most customers streaming music to their mobile devices or desktop computers via applications or web browsers. Users who subscribe for free get advertising between tracks as part of Spotify’s income plan. Users of the free service hear audio adverts every five or six songs, for around three minutes of advertising each hour of listening.
Because many users appreciated the available free music option, Spotify announced in April 2011 that audio streaming would be limited to 10 hours per month following six months of unfettered listening. This limitation changed in 2014.
In addition to the leading music listening service, Spotify has created additional features to increase the service’s value and chances to raise site awareness through co-marketing.
According to Spotify, its customers are highly engaged, with the typical multiplatform user spending 146 minutes daily on the site. Between 2013 and 2014, the proportion of listeners listening on mobile quadrupled, even though desktop still accounts for more than half of all sessions.
Brand elements.
Spotify’s brand identity has always been surprisingly sedate for a brand that fronts such a vast and eclectic array of music. A database of some 30 million songs, including the top tunes in Malta, Bulgaria, and Paraguay, among others—black, white, and an uninspiring green for colours; an off-the-shelf font; and a little stylized sound wave as a logo.
Our way of listening to music has evolved as technology has shaped everything. Technology has made it much easier for us to listen to millions of songs. The influence of one brand is astounding, especially with streaming technologies guiding the way. The brand ambassador is the Spotify logo.
The distinctive Spotify logo is everywhere. The green symbol is present on PCs, cellphones, and tablets from where users use the app. It’s also getting much attention on websites, social networking accounts, app stores, and other promotional platforms.
Spotify debuted its first logo in 2008. It has white typography against a lemon-green square backdrop. The contour of the white font was distinct. The square has rounded sides, and the brand’s name runs at the bottom. Its name captures a flowing or dancing form, with the letter O slightly above. Three distinct weighted stripes are above the letter—O, which symbolizes a Wi-Fi icon or a musical note.
In 2015, Spotify’s official signature took on a new look. It was a tiny yet effective modification. The designer painted the circular symbol and the wordmark in a vivid green. On the other hand, the lines indicating waves stay white—the brilliant green appears to be a neon hue.
The green Spotify logo is one of the world’s most recognizable symbols. It qualifies as a modern and minimalist logo due to its fewer graphic elements: color, shape, and typography. The color choice also adds balance and clarity.
Overall, the Spotify logo is both memorable and readable. On all advertising channels, the logotype is adaptable and scalable. Even though the logo has undergone two extensive revisions, it is clear that its fundamental tone has stayed the same.
To make an eye-catching logo, ensure the visual components are in sync. The official Spotify logo has faithfully adhered to this design approach. It has a circle, a green background, and legible sans-serif typography. In summary, it has fewer components, giving it a more contemporary vibe.
Black is a well-known color in the company’s visual identity. The current wordmark is a solid black with a white backdrop. The absence of light produces darkness, which is associated with mystery. Colors may express a variety of emotions, including excellent and negative sensations. However, Spotify chooses the hue for its pleasant thoughts. It symbolizes strength, leadership, and elegance.
White is associated with angels, paradise, and weddings in many civilizations. It is also associated with cleanliness, purity, and innocence. Brands may also use it to promote a sense of freshness, goodness, and simplicity. The current Spotify logo depicts sound waves.
Green is the dominant colour in nature. It’s the colour we connect with nature, riches, and rebirth. It is also relaxing, refreshing, and calming. The hue represents wealth, newness, and expansion. The dominant hue of Spotify’s logo is green. Spotify has used this joyful and soothing colour as its brand since its inception. It has a square, circle, and wordmark. Using green, Spotify communicates tranquillity, quiet, and development.
The “Brand Identity and Elements of Spotify” blog has ended. To further understand this company’s performance, we investigated its marketing methods. Visit our main page to view more blog post articles!
