Brand prism is a branding framework developed by marketing expert Jean-Noel Kapferer. It is a visual representation of the brand's identity and helps in defining the brand's core values, personality, and positioning. The brand prism consists of six dimensions: 1) Physique - The physical aspects of the brand such as its design, packaging, and logo. 2) Personality - The brand's human characteristics, such as its tone of voice and values. 3) Culture - The brand's underlying values and beliefs that inform its actions and decisions. 4) Relationship - The relationship between the brand and its customers, as well as how the brand is perceived by its target audience. 5) Reflection - The brand's own perception of itself and how it wishes to be perceived by its customers. 6) Self-image - How the brand's customers see themselves reflected in the brand. By using the brand prism framework, companies can create a consistent and compelling brand identity that resonates with their target audience, fosters customer loyalty, and drives business growth.

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Compiled by: Vineet Shukla
Brand Prism

2. What is Brand
Prism?
The Brand Prism is like a puzzle
that helps us understand what a
brand is all about.
Just like a puzzle has different
pieces that fit together, a brand
has different parts that all work
together to make up what it is.
SMP - BL10

3. What is Brand
Prism?
In 1996, Jean Noel Kapferer aimed
to conceptulise what he considers
the six elements of a Brand's
identity.
According to Kapferer: “Strong
brands are capable of weaving all
aspects [of the prism] into an
effective whole in order to create a
concise, clear, and appealing brand
identity.”
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Image credit: https://www.slidesalad.com/product/brand-identity-prism-powerpoint-template-diagrams/
Brand Identity Prism

5. Puzzles of Brand Prism SMP - BL10
Physique describes the physical characteristics of your brand—
that is, everything your customers can visually perceive about you.
Logo, style guide, iconography, color palette, and the presentation
of the product itself all go into this category.
Personality: If physique is the face of your brand, personality is
the voice. Your brand personality not only addresses what you say
but how you say it, and it is not limited to verbal communication. It
is brand’s “human characteristics.” It should answer the question
“who are you?”

6. Puzzles of Brand Prism SMP - BL10
Culture: It is your brand’s origin story. It is also a way of expressing
how a company lives its mission statement day-to-day, and it
touches on the people who work there as well as the customers
who interact with the product.
Relationship: It is the engagement between a brand and
consumers. This is about more than a monetary transaction: think
about how your brand maintains a h
ealthy relationship with its
customers from the initial interaction to the after purchase period.

7. Puzzles of Brand Prism SMP - BL10
Self-image: It is how customers visualize their ideal selves. “What
do I feel when I use the brand” i.e. as a consumer, what is the
feeling that you get when you use a particular brand. Brands
generally help in achieving certain aspirations that consumers
have.
Reflection: It describes who you want your customer to be. Who
would you ideally like to reach?

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Image credit: https://www.youtube.com/watch?v=ht3F090Rx3E

9. Image Credit: https://www.pitschy.com/post/how-to-nail-down-your-brand-positioning
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10. When to use
Brand Prism
Brand development
Define / Refine Marketing strategy
Define / Refine Brand messaging
Brand management
Improve Employee engagement
Maintain / Revive Customer
relationship

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How Brand
Prism helps
Provides a clear brand identity
Enhances brand differentiation
Enables better communication
Guides product development
Facilitates brand extension

12. What a 50 yrs old
Org learn from
Brand Prism
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Revisit the brand's identity
Identify new areas for
growth
Develop more effective
communication strategies
Find newer ways to enhance
customer loyalty

13. Is the brand's logo visually appealing and memorable?
Does the brand's packaging stand out on store shelves?
Is the product design aligned with the brand's personality and values?
Physique:
If there are any areas where the brand's physical attributes do not align with its
identity, this may indicate a gap in the physique element.
How to find gaps in each section of the Brand Prism SMP - BL10

14. Does the brand's personality resonate with its target audience?
Are the brand's personality traits consistent across all marketing channels?
Does the brand's personality reflect its core values and mission?
Personality
If there are any areas where the brand's personality traits do not align with its
identity, this may indicate a gap in the personality element.
How to find gaps in each section of the Brand Prism SMP - BL10

15. Are the brand's values aligned with those of its target audience?
Are the brand's values reflected in its products and services?
Does the brand communicate its values effectively to its customers?
Culture
If there are any areas where the brand's values and beliefs do not align with its
identity, this may indicate a gap in the culture element.
How to find gaps in each section of the Brand Prism SMP - BL10

16. The brand should evaluate how it interacts / touch-points with customers and
how customers perceive these interactions.
The brand should ask questions such as: Is the brand responsive to customer
needs and concerns?
Does the brand foster positive and lasting relationships with its customers?
Relationship
How to find gaps in each section of the Brand Prism SMP - BL10

17. The brand should assess how it is perceived in the market and how well it
differentiates itself from competitors.
The brand should ask questions such as: Is the brand's positioning unique and
compelling to the target market?
Does the brand effectively communicate its competitive advantage to
customers?
Reflection
How to find gaps in each section of the Brand Prism SMP - BL10

18. The brand should evaluate how it's Customers perceive themselves when they
use / engage with the product.
Is the brand aligning with Customer's aspirations ?
How the should ask questions such as: Does the brand have a clear sense of
its identity and purpose?
Does the brand's self-image align with its overall positioning and messaging?
Self-image:
How to find gaps in each section of the Brand Prism SMP - BL10

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Image credit: https://www.slidesalad.com/product/brand-identity-prism-powerpoint-template-diagrams/
Quick re-cap

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Hope it helped.
Compiled by: Vineet Shukla