Brand identity prisms are used to identify all the key aspects of a brand. They can help to inform the information that is built into a strategy that you can develop with a Brand Strategy Agency such as www.reallyhelpfulmarketing.co.uk/specialist-services/brand-strategy-agency/. The concept of a brand prism was developed in 1986 by Jean-Noel Kapferer and it has remained an important part of branding ever since. The prism is a six-sided hexagon that looks at the following elements:
This is the physical characteristics of your brand and will include elements such as the logo, colours, iconography and typography that you use. When all of the visual aspects are combined together they help to build a recognisable brand. It is important when looking at these elements that you think about what might appeal to your target audience, rather than what you like as an individual. You should also think about how the colours might be interpreted in different cultures if you are thinking of taking your business to an international audience.
This is the voice of your company and what you say. This includes the tone of voice that you use in your written communication as well as the language that you use. The way in which you ask your staff to greet customers also falls into this category, as does email signatures.
A company’s culture is very much about how it embodies the mission and vision that you have laid out for the brand as a whole. It is how you interact with those around you and what purpose your business has. Culture is a very new aspect of branding but it is one that is becoming more and more important and consumers are much more conscious of the culture of businesses that they purchase goods and services from.
This is how your company builds relationships with its clients and customers. This will include the monetary transactions but also looks at ways that you build connections. It could be the information that you share on social media and the community that you build on these platforms as well as how you allow your customers to interact with your business.
Reflection is looking at who your ideal client and customers are and what their characteristics are. Once you know who your ideal customers are you can work on your marketing to help you target these people specifically. The more detailed you can be about your audience the better.
This is how the customers view themselves in relation to your brand and whether you are providing goods and services that are high end and aspirational and the way that this makes your clients feel.