Everything is evolving. No matter what and no matter when. The only solution for businesses looking to grow is to keep on adapting and evolving alongside everything else. However, there are some things that always stay useful, old but gold, in other words. A method to truly question yourself, as a business owner, and get to know your brand better and that’s the brand prism, created by Jean-Noel Kapferer.
What is a Brand Prism?
A brand prism is essentially a hexagonal prism that represents the key elements that make up your brand’s identity. From how your brand presents itself on the outside to the values it has on the inside, Kapferer wanted to create a model that encapsulates the multidimensional nature of your brand. Its main purpose is for you to be able to visually breakdown and decode your brand and its impact on consumers. So, what are those key elements that make up your brand’s identity? Let’s dive in:
6 Elements of a Brand Prism
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Physique
Firstly, we have the first part of the externalization section, which is the physique of your brand. This basically refers to the tangible or outer appearance of your brand – your brand’s visual identity. This includes logos, colours, design elements, and packaging. It’s the first contact consumers get when they interact with your brand. Therefore, it’s what they would most likely remember.
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Personality
On the opposite side of the physique is your brand’s personality is how you’d humanize it. Just as all humans are unique, think of how your brand would be its own unique persona. Whatever it is from a unique set of characteristics, values to communication style. When your brand has a personality, it will create a connection with its target audience. Whether it’s playful, sophisticated, or adventurous, the personality shapes how consumers perceive and relate to the brand.
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Culture
Underneath the personality, we have your brand’s culture. This defines the internal values and beliefs of a brand. Whether it’s the process of your brand’s decision-making or employee behavior, the culture is your overall brand ethos. A brand’s culture should reflect its external actions, creating authenticity and resonating with consumers who align with those values.
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Relationship
On the opposite side of culture, we have the relationship section – how your brand interacts and communicates with its consumers. Building a meaningful relationship with consumers goes beyond transactions. It involves emotional connections, trust, and valuable customer experiences. To be successful as a business, brands should understand the importance of cultivating relationships that extend beyond a one-time purchase, fostering brand loyalty.
Source: Freepik
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Reflection
Below the relationship section, we have the reflection section. This element of a brand prism refers to how the brand sees itself. It involves self-awareness, understanding the brand’s strengths and weaknesses, and aligning internal perceptions with external portrayals. A brand that accurately reflects its essence can convey authenticity and build trust.
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Self-Image
As the brand reflects upon itself, brand should also consider the self-image, which is essentially how potential consumers perceive the brand or how the brand looks like to customers. Understanding customer perceptions allows for targeted adjustments, ensuring that the brand’s identity resonates positively with its audience.
Why is a Brand Prism Important in Branding
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Targeted Marketing Strategies
A well-defined brand prism serves as a compass for crafting targeted marketing strategies. By understanding all 6 elements, brands can tailor their messages to specific audiences, increasing the effectiveness of their campaigns.
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Differentiation in Competitive Markets
Almost every industry or market is crowded and highly competitive now. Therefore, standing out is crucial. A brand prism helps differentiate a brand by highlighting its unique combination of the elements within the prism, creating a distinct and memorable identity.
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Improved Customer Loyalty
Building strong relationships and understanding the consumer’s self-image fosters brand loyalty. When consumers feel a genuine connection with a brand, they are more likely to remain loyal, repeat purchases, and become advocates.
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Adaptability to Market Changes
Essentially, brands can use a brand prism as an anchor as the market changes. A dynamic market requires brands to be adaptable. The brand prism framework provides a solid foundation, allowing brands to navigate changes while staying true to their core identity. This adaptability ensures resilience in the face of market shifts.
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Enhancing Brand Consistency
Consistency is key to brand success. When brands change too much or too often, it can diminish any brand loyalty or trust. Therefore, a brand prism promotes consistency across all touchpoints, ensuring that the elements align seamlessly. This consistency builds trust and reinforces the brand in the minds of consumers.
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Building a Strong and Unique Brand Identity
Ultimately, a brand prism contributes to the creation of a strong and unique brand identity. By carefully shaping each element, a brand can establish a clear and memorable identity that resonates with its target audience, setting the stage for long-term success. A brand with a strong brand identity has the potential to stay strong.
A Sneak Peak Into Our Previous Successful Project
As an example of a complete brand prism for a rebranding we did, let’s take a look at Maha Berjaya. As a company who’s had more than a few decades up their sleeve, they were in need of a new image that resonated better with their target audience while staying true to their brand. After countless interviews and deeply understanding the brand, the brand prism that was built is now the strong foundation of their brand guideline:
Source: Maha Berjaya brand prism by CR8 Consultancy
Let’s Conclude
All in all, a brand prism can be a powerful tool for brands seeking to carve a niche in the market. Carefully thinking out and building those six elements and understanding their importance will help brands craft a compelling narrative that resonates with their audience, fosters loyalty, and sets the stage for enduring success in the competitive business arena.
If you’re still unsure of how you’d build your brand prism, fret not, we are always ready to lend a helping hand in building up your brand for success. Just give us a call!
