BRAND IDENTITY PRISM
Before digging into the details of the Brand Identity Prism, let us understand the brand association. What comes to your mind when you think of Coca-Cola? Happiness? Refreshing? The iconic coke bottle? Young and socializing? Whatever you think, but most of us would associate positively with Coke.
And why so?
The answer is simple: Coca-Cola has done a brilliant job in establishing itself as a positive brand no matter how harmful the drink could be.
The Brand Identity Prism is a hexagonal diagram that helps us understand how the different elements of a brand related to each other.
It was a term coined by Jean-Noel Kapfererin 1996. According to Kapferer:
“Strong brands are capable of weaving all aspects [of the prism] into an effective whole in order to create a concise, clear, and appealing brand identity.”
Let’s discuss each element of the brand identity Prism:
Physique - Physique is the physical characteristics and iconography of the brand. It is the basis of the brand which visually represents the brand's aspirations and how you wish it to be perceived.
Personality - How a brand communicates with the outside world through its tone of voice, design, and copywriting.
Culture – The principles and the values on which the brand bases its behavior
Relationship - The understanding between the brand and its customers, and what the customer hopes they are getting from the brand beyond the actual product or service.
Reflection - The stereotypical user of the brand. A brand is likely to have several buyer personas but they will have a go-to subset of their target market that they use in their messaging.
Self-image - How the customer perceives their ideal self. By understanding a customer’s ‘ideal identity’ – what they aspire for and how they tend to look and behave ideally – brands can target their messaging accordingly