The Brand
Identity Prism, Simplified
Not ABOUT ME / GUIDELINES / …
I love the brand identity prism. As a visual learner, I find the model gives me a super clear and structured snapshot of the brand’s key facets in one place. The prism acts as a lens through which we can look at an organisation.
By understanding and defining each of the prism’s six elements, you can create a brand that is both memorable and meaningful. This, in turn, can help businesses build customer loyalty, increase brand awareness, and differentiate themselves from their competitors.
The concept, developed by Jean-Noël Kapferer back in 1986 works amazingly well as a foundation for brand storytelling. Below I’ve created a model, a brief explainer for each element, and 2 examples to illustrate the power of Kapfer's Prism.
Picture of Sender
How a brand portrays itself to its audience. It encompasses the brand's physical attributes and the personality it projects.
Physique
Its external appearance. The tangible, physical characteristics of a brand, such as packaging, design, and logo.
Personality
The set of human characteristics that a brand is associated with, such as its tone of voice, values, and style.
Picture of Receiver
How customers perceive and relate to the brand. It includes the concepts of ‘Reflection’ and ‘Self-image’.
The image that a receiver projects to the world, and how it is perceived by its customers.
Reflection
How the customer sees themselves and their role in the world.
Self-image
Externalisation
How a brand portrays itself to its audience. It encompasses the brand's physical attributes and the personality it projects.
The core values, beliefs, heritage and customs a brand embodies and promotes.
Culture
Internalisation
Includes elements such as values, human resources policies, management practices, and more, which directly address a brand's Culture.
The relationship that a brand has with its customers and the emotional connections that it invokes.
