Brand Identity Prism: the importance and how it works

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Each and every business is trying to make a breakthrough in one of the most competitive fields. A brand identity is what gives a single small business that very chance to make it. Also referred to as ‘Kapferer Brand Identity Prism’.

Having a strong brand identity can communicate a businesses values, personality and aims. 

A strong brand identity wants to be able to grab customers attention, create brand loyalty and achieve brand awareness.

The brand identity prism helps identify deeper into a brands core characteristics.

What is a brand identity prism?

The hexagon created by Jean-Noel Kapferer is a diagram of 6 different elements designed to make companies think about how each 6 can apply to them.

Kapferer says the elements help companies create strong brands to help aid them to communicate transparently and be easily remembered and recognised.

The 6 Brand Identity Prism elements described:

The top two relate to the brand.

The bottom two reflect more onto the customer.

The right-hand side of the middle section focuses on internal values and the left-hand side is external values.


Physique is the basics such as logo, colours, fonts and shapes. 

The general stylistics and iconography are apart of the physique.

It’s the recognisable aspects of the brand identity. 

An example of this is McDonald’s consumers associate the bright red and yellow with Mcdonald.


Persona, tone, characteristics; these all take part in creating the personality of the brand.

The personality is how the brand communicates to the world. 

An example of this is coca-cola, they are seen as a happy-fun brand.


Culture is what the company insists on implementing internally. 

It’s a set of values or principles a company implies. 

Googles culture is the idea of fun, creativity and flexibility within the workplace.


The relationship is between the brand and the consumer. 

What does the consumer expect outside of just the product/service they offer?

Quite often a consumer can want trust from a brand. 

Companies then put in place warranties and refunds leaving a customer to have a respect and trust relationship.


Reflection is the ideal buyer persona; the target audience. 

There are plenty of personas most companies have but reflection is where a company focuses their message onto one persona. 

Apple has a range of products appealing to many but they primarily focus on providing a message to more energetic and adventurous consumers.


Self-image is indifference to reflection. 

This is how the customer sees their ideal self. 

Brands should look to create a message that relates to the idealistic customer self to achieve impact.

An example of this is Levi’s

Why is it important?

The brand identity concept is important, it’s been around for 20 years. 

If done correctly, it can provide an informative, well-defined and structured overview of a brand identity.

It is highly important to use as it allows a company to have a cohesive and in-depth brand identity that should be distinctive and unique.

If this is the case the business has a good shot at being long-lasting and successful.