Brand Identity Prism

What is Brand Identity Prism? – Its elements, importance are explained with examples


The entrepreneurship world is expanding at an unimaginable rate. We hear success stories and overnight dreams coming true daily in media.

Every beginner wants to earn profit and fame with the help of his revolutionary idea. The success of a startup depends upon multiple factors and concepts, each step taken in the right direction culminates in a successful endeavor.

Startups that work on each and every aspect of these foundational steps of running a startup end up in better places with high scalability and a wider network having a hold over a flourishing network.

One such thing that is essentially the backbone of your business development is marketing.

There are a plethora of concepts that work in marketing to make it efficient. One such concept is the brand identity prism. It is extremely important for any startup to come up with an effective brand identity prism to get the most out of your marketing experiments in a shorter duration.

In this article, we have shared with you the basics of a brand identity prism with the help of examples. Let’s dive in to get a hold of the brand identity prism and help your company by creating one!

Meaning of a Brand Identity Prism

Each brand needs to make its presence in the market while explaining its purpose and letting the market know how the brand solves a major problem of the masses.

Marketing plays an important role in achieving such goals. Brand identity prism is one such model used in marketing that helps brands to form their identity.

It helps brands to create a customer base on a large scale and attract a massive market.

There are six elements associated with brand identity prism. The six phases of the prism match the six elements hence the name brand identity prism. The brand identity prism is often called Kapferer’s brand identity prism.

A brand identity prism helps you to get hold of the market and enables you to tell your stories to people. Companies can increase their reach and can build a brand of their own with the use of a brand identity prism.

 Elements of a Brand Identity Prism

A brand identity prism constitutes six elements and each element plays a crucial role in defining the efficacy of the identity prism.

As the name suggests, it is a six-faced model that helps a brand to create an identity in the marketing world. The six elements/faces of a brand identity prisms are:

Physical/ Physique

This is one of the first elements of a six-faced brand identity prism. The physical or physique element deals with the physical aspects of your product. In this section, you need to describe your product to the customer in an effective and engaging manner.

The physical attractions that will catch the eye of the customers should be mentioned here. The physical element of a brand identity prism deals with the aesthetic part of the product. It is the first aspect that can help you to connect with the customer.

Aura/Personality

Branding is all about making people fall in love with your brand. The major thing that helps you to establish a connection with your potential buyers or customers is the brand personality.

You need to personify your brand in the market by building a trustable personality of your brand. The aura of your brand should signify trust, reliability, and durability.

The second aspect of a brand identity prism deals with the process of describing or assigning a personality to your brand. Here you need to talk about the benefits of your products, their qualities, and some salient features that stand you apart from your competition.

Work Environment/ Culture

The next and major thing that is an element of brand identity prism is the work environment of your startup or the culture. It deals with many aspects including how your team is in sync with each other and with the customers.

A company having a positive and relaxed work environment and a sense of ease in the work infrastructure can bring the most out of its staff. This also sends a positive message in the market and helps in bringing credibility and trust.

 Creating a Self Image

Another major element of brand identity prism is describing how your product assigns an image to yourself. In this section, you need to talk about what are the values that your product adds to the self of the individuals or your customers.

If you are a deodorant brand you must assign an image of a person smelling nice, spreading happiness, and catching eyes wherever he goes.

Reflection in the Market

Reflection is a very exterior thing in the brand identity prism. It is the way in which the external market perceives your brand. It talks about how the market reflects back to your self-image.

There is a slight difference between self-image and reflection. The self-image is assigned by the company itself and the reflection is generated by how the market reacts to your self-image.

In an effective brand identity prism, there should be very little difference between the self-image and the reflection received for that image.

Suppose a food brand tries to create a self-image as a “tasty and mouthwatering food corner” but the reflection generated in the crowd is of “unhealthy fast food”.

In this example, there is a sharp divide between the self-image and the reflection received by the food brand. This is harmful to any brand and each brand must try to bridge the gap between the self-image and the reflection of your brand.

Connect between brand and customers- Relationship

The relationship or connection between your brand and the customers is the last and the most crucial aspect of a successful branding endeavor.

This factor depends on multiple things but the most essential ones are the quality of your product/service, the response to customer queries and needs, and building a system that helps the customer to easily connect with your brand. The trust is generated in a long time by delivering quality products and services to the customer.

Examples of brand identity prism

Perfectly crafted and well-executed brand identity prisms have helped many companies to evolve into top leaders in their respective fields. Two such examples are given below that will help you to understand the importance of brand identity prisms.

The brand identity prism of Coca-Cola

The brand identity prism of Coca-Cola helped the soft drink giant to rule the market for many years. The brand identity prism of Coca-Cola works on many levels to build a relationship between the families of India and the soft drink.

Major advertisements show the drink being drunk by families on special occasions to celebrate. Their aim was to make Coca-Cola a brand that is your family’s partner, a part of your life.

The brand identity prism of Swiggy

The name Swiggy is so common that there is hardly anyone who is unaware abbot the brand. There are high chances that you have often ordered your food from Swiggy.

The major reason for Swiggy’s success in recent years is its advertising campaign. The brand identity prism of Swiggy. The brand identity prism allowed the company to create an unmatchable identity with clear effective strategies and well-executed plans.

Summing it up!

Brand identity prism is an effective strategic tool that helps your brand to establish itself in the market. It is a basic framework that helps you to give direction to your marketing strategies in such a way that your brand gets credibility and trust in the market.

A brand identity prism is the need of the present and you need a well-structured and effective identity prism for your brand. Create one for your brand and lead your brand to success and newer heights!

Reader’s Insight

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