BRAND IDENTITY

Brand identity is where all of the promotion packages (CD/DVD, poster, etc) look the same, for example, the image, font, colour scheme, etc, this is done so that the audience can identify what the poster is trying to promote/sell, whether it's the artist or the song/album.

Below is a CD cover of Paramore's album Riot, below that is a poster that they have created to promote their song/album and and the band themselves:

As you can see that the poster and the CD cover are both in black and white, and have one of the words (RIOT!) in red. This is usually done so that the audience realise that this particular poster is promoting the album RIOT!. Usually there is the same image, but on this particular CD there is only writing which is unusual, although it fits in well with the genre that they are.