What Is the Brand Identity Prism? (And How It Can Benefit a Company)

Kapferer’s Brand Identity Prism

What are the 6 components of the brand identity prism?

The six elements of the brand identity prism listed below work together to create a brand’s narrative:

1. Physique

The physical characteristics that contribute to a brand’s image are referred to as its physique. Colors, logos, packaging materials, and product design are a few examples of the tangible characteristics that can shape a brand’s appearance. Utilizing similar hues, patterns, or shapes across all of its products and marketing collateral can help a brand develop a cohesive narrative. As a result, it may be able to relate a story to other facets of the brand’s identity. For instance, a cutting-edge, futuristic business might use chic packaging and goods to produce a modern-looking physique.

2. Personality

A brand’s personality is how its consumers would characterize it. List the characteristics that a customer thinks a brand would have if it were a person to get a sense of its personality. Like a person, a brand can have a personality that includes its actions, manner of communication, and the feelings it arouses. Some typical brand personalities include the words enthusiastic, devoted, or diligent.

A brand may use a particular tone in its written and oral communications or concentrate on specific colors or images in its advertising efforts to create a consistent personality that matches the rest of its identity. A brand may also link its desired personality to goals and policies that affect consumers. For instance, a cheerful brand might advertise using cheerful colors and a upbeat tone while allocating funds to charitable causes or endeavors.

3. Culture

Culture is a brands internal identity. A brand’s culture can include elements like its history, values, beliefs, and purpose and mission. By asking employees about their day-to-day interactions with the company, including how the organization lives up to its values and accomplishes its mission statement, you can learn about a brand’s culture.

Although culture might be a more inward-looking metric than personality, it can be crucial for these elements to be in harmony. For instance, a company with a cheerful external personality might want to develop procedures like providing paid time off for workers or throwing holiday gatherings that make internal stakeholders happy. These policies can help develop a consistent identity for everyone who interacts with the brand, even if customers are unaware of them.

4. Self-image

Self-image is a metric that assesses how customers of a brand picture their ideal selves and how the brand tries to support them in achieving those objectives. By framing its goods or services, the brand may design marketing campaigns that appeal to specific aspects of a customer’s ideal self. This may advance the notion that a brand can assist customers in becoming their best selves For instance, a high-end clothing business may promote the notion that its products can help customers live more opulent lives through extravagant advertising campaigns.

5. Reflection

When a brand portrays its target audience in its advertising and marketing efforts, it is said to be reflecting. Reflection frequently involves brands using an idealized version of customers, much like self-image does. Self-image refers to a customer’s internal ideal of themselves, whereas reflection refers to how a brand believes its customers should appear, feel, and behave. By balancing these two metrics, a brand may be able to attract potential customers by reflecting their ideal selves in the goods or services it offers.

For instance, a company might present its clients as content and carefree A potential client who wants to be happier and more carefree might think about buying the company’s products. This idealized story can show how a brand affects prospective customers and what it conveys about the experience of using its products.

6. Relationship

The relationship metric characterizes a brands interactions with its customers. This may entail logistical considerations such as the goods or services the brand offers. Additionally, it may touch on more ethereal ideas like how customers interact with brands and what insights they can draw from those interactions. Through the development of efficient customer service procedures, retail settings, and customer-facing communications, a brand can forge its ideal consumer relationships.

The relationship metric, like the other facets of the brand identity prism, can contribute to a brand’s overall identity. For instance, a company that prides itself on being kind and considerate might emphasize providing pleasant customer service encounters with clear communication. In contrast, a company that wants to project an image of exclusivity might restrict customer service to a small number of people.

What is the brand identity prism?

The brand identity prism is a marketing framework created to aid brands in comprehending and enhancing all facets of their identities. This model, developed by marketing professor Jean-Noel Kapferer, divides brand identity into six separate but related segments. These segments can be combined to help a brand tell a compelling story to stakeholders like customers, employees, and partners.

The brand identity prism takes into account a variety of brand elements, including internal values and the impression it creates through material selection for packaging. Although a brand can give priority to certain parts of the prism depending on customer needs, every part of the prism is equally crucial. Learning how each segment functions and how they interact can assist brands in creating a thorough strategy for success.

Benefits of using the brand identity prism

The following are some advantages of knowing and utilizing the brand identity prism:

Cohesive brand identity

A brand can better articulate its desired identity and understand how each element of the brand identity prism contributes by understanding the prism. A brand can understand which aspects of the prism are most important for forming its identity by critically examining each one. This can also assist a brand in determining whether all elements are in harmony or whether some elements of its identity require improvement. A brand might realize, for instance, that its internal culture does not align with its public image. This may present a chance for the brand to improve both elements through focused strategies.


A brand can create a compelling, cohesive narrative that sets it apart from rivals by understanding its identity. This differentiated narrative can become stronger, clearer, and more visible to all stakeholders by strengthening this identity by concentrating on important aspects of the prism. For instance, a brand might appeal to a different kind of consumer than its industry rivals. With this information, the company can improve the strategies and practices it uses to attract the ideal type of customer.

Goal setting

A brand’s narrative can help it develop effective plans to enhance particular business areas by highlighting its strengths and areas for improvement. This can enable a brand to establish attainable, actionable goals like enhancing its internal culture or improving customer relationships. In addition, a brand can use the prism categories to rank policies or advancements according to their potential to shape the narrative.

Problem solving

A brand can use elements of the brand identity prism to develop enduring, story-based responses to issues or worries. For instance, it might be difficult for a brand to attract new customers. The brand might discover after using the prism that by creating more colorful packaging and connecting it to its obviously vibrant personality, it could attract new customers. This could expand the brand’s customer base in the near future and create a framework for customer engagement in the future.

Customer satisfaction

Consider the brand from the viewpoint of the consumer to see how consumers currently perceive it and its identity. Understanding how a brand defines and manages its customer relationships, for instance, can provide insight into what it’s like to be a customer. This could prompt the development of goals and policies aimed at enhancing this experience. These policies, if successfully implemented by the brand, can increase customer satisfaction and encourage them to keep doing business with that brand.

Employee satisfaction

Similar to this, viewing a brand from the viewpoint of a worker or other internal stakeholder can bring to light instances of the brand’s internal culture. This can highlight areas for improvement within an organization and give staff members a clearer understanding of the mission, values, and purpose of the brand. Additionally, uniting all staff behind a unified brand may increase their loyalty to the business, resulting in more motivated, satisfied staff.


A brand can develop effective strategies to attract new customers and encourage existing ones to buy more goods or services by developing a cohesive narrative. This can increase a brands profitability. A brand’s ability to tell its story more clearly will make it easier for customers to hear it, which could increase engagement. The combination of this higher engagement and more motivated staff can result in more fruitful and profitable interactions with stakeholders and customers.


What is a brand identity prism?

The brand identity prism, also known as the Kapferer Brand Identity Prism, was developed by Kapferer in 1986 as a way to describe a brand’s identity through its traits. The prism diagram is an effective tool for visualizing a brand’s key attributes as well as how they relate to one another.

How do you build a brand identity prism?

The following six characteristics make up the brand identity prism.
  1. Physique. The physical characteristics that consumers will notice, such as the brand’s logo, color, shape, and any additional symbols, are all represented by this aspect.
  2. Personality. …
  3. Culture. …
  4. Relationship. …
  5. Reflection. …
  6. Self-image.

What are the 7 steps to brand identity?

In the world of marketing, the Kapferer Brand Identity Prism model is widely used. Six facets of a brand’s identity are represented by the prism: a person’s appearance, personality, culture, sense of self, reflection, and relationship.

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