Where was your brand born? Where does it live? What is the belief system and values it ascribes to and why? This site is protected by reCAPTCHA and the Google Privacy Policy and Google Terms of Service apply.Ĭulture is your brand’s origin story. Nike achieves consistency in its brand personality with the athletes they choose to portray, the positions they take, their font choice and their sparse, commanding language.īy completing this form, you agree to our Terms of Service and Privacy Policy. The story it tells is one of triumph, no matter the score. It is confident, competitive, risk-taking and athletic. Nike’s brand personality, for example, is consistent from its famous “swoosh” to the way athletes are positioned in a frame alongside assertive text. This is sometimes described as a brand’s “human characteristics.” It should answer the question “who are you?” If a person was sitting in a room with your brand, what would they see, hear and discuss with you? Nike’s brand personality is easily recognizable as confident, inspiring and fearless. Personality embodies everything from font choices to the tone of any communication. Your brand personality not only addresses what you say but how you say it, and it is not limited to verbal communication. If physique is the face of your brand, personality is the voice. Together, all the visual elements create one consistent, attractive look that makes up their brand’s physique. So instead of a product, their ads show the end result of using their service: people comfortably existing in spaces that are not their homes but may as well be. This means their physique is important to emphasize because a tangible visual is much easier for their audience to grasp than a concept. Logo, style guide, iconography, color palette, and the presentation of the product itself all go into this category.Īirbnb, for example, has a service in place of a physical product. Physique describes the physical characteristics of your brand-that is, everything your customers can visually perceive about you. Airbnb’s “Live there” campaign speaks to what Airbnb is known for, homes away from home.
We’re going to walk you through each facet of the prism and then show you how to apply these building blocks to your own brand. The 6 parts of the Brand Identity Prism explainedįor the Brand Identity Prism to work as a whole, you have to start with its individual parts. The prism’s purpose is for brands to recognize the parts of their identity and make them work together to tell the brand’s story. According to Kapferer, the brands that manage to perfectly harmonize and express these characteristics are the ones that succeed in building a strong and distinctive brand identity. Kapferer honed in on six vital characteristics of brand identity and decided that the best way to represent how they interact as parts of a whole was by putting them in a prism form.Ī brand has very specific characteristics that identify it beyond its logo and other visual design materials. The Brand Identity Prism is a concept developed in 1986 by Jean-Noel Kapferer, a professor of marketing strategy, in order to visualize how a brand is expressed through specific facets. What is the Kapferer Brand Identity Prism? In this article, we will break down the 6 elements of the Brand Identity Prism and help you implement them into your brand as a whole. The 6 elements of the Brand Identity Prism It remains an indispensable aid for businesses looking to reinforce their brand in ways that are consistently reflective of their origins and core values. The Brand Identity Prism was a major contributor to our understanding of the role of storytelling in branding. It is a hexagonal prism that represents the six key elements that make up brand identity. The Brand Identity Prism is a well-known marketing model, also referred to as Kapferer’s Brand Identity Prism.