Did you know that it takes the average person five to seven impressions to remember your brand?

This means businesses must pull out all the stops to ensure they make a lasting impression on potential customers. However, this is easier said than done for most businesses.

To create a successful business, you need to have a strong brand identity. This allows customers to know your company and what it represents. It also makes it easier for customers to easily identify your products and services.

One excellent way to improve your brand identity is by using the brand identity prism. We’re here to demystify it if you don’t know what that is.

Today’s post will discuss the brand identity prism and how businesses can use it to grow and improve sales.

What Is a Brand Identity Prism?

A brand identity prism is a tool that businesses can use to help them develop a strong and recognizable brand identity. Jean-Noel Kapferer developed this tool in the 1960s to help businesses understand and improve their brand identity.

The brand identity prism comprises six different elements, which we’ll discuss in more detail below. These elements are:

• Physique
• Personality
• Culture
• Relationship
• Reflection
• Self Image

All these facets come together to form the brand identity prism. Businesses need to understand all of these facets to achieve their branding objectives.

Let’s look at each of them one by one.

Physique

As the mane implies, physique denotes the physical appearance of a product. This is usually the first thing customers will notice about a product.

For example, the packaging, color, and design are all things that come under this category. When it comes to branding, businesses need to make sure their products stand out from the crowd and are easily recognizable.

One way to do this is by using distinct colors or patterns associated with your brand. For example, Coca-Cola is easily recognizable by its red and white color scheme. Similarly, Nike is known for its swoosh logo.

It’s important to note that the physique of a product goes beyond just its physical appearance. It also includes things like the packaging and presentation. Businesses need to make sure that their products are well-packaged and look appealing to customers.

Personality

Personality is the “oomph!” factor your businesses bring to the market.

It’s what sets you apart from your competitors and makes you unique. Customers should be able to identify your products based on their personality.

For example, if your brand is known for being fun and quirky, your products should reflect that. Similarly, if your brand is luxurious and sophisticated, your products should ooze luxury. Your products must match your brand’s personality, as this will help customers remember you.

One way to ensure that your products have personality is by infusing them with your brand’s values. This could be anything from using environmentally-friendly materials to ensuring excellent customer service. Whatever your values are, make sure they shine through in your products.

Self-Image

Self-image is how customers identify themselves with your brand. Is your product relatable enough, and does it trigger the right responses from customers?

For example, targeting young adults, your products need to be hip and cool. Similarly, your products need to be practical and affordable if you target working mothers. Customers must be able to see themselves using your product.

If you get your brand’s self-image correct, customers will feel like your brand is part of them. This will enhance brand loyalty and ensure you always stay ahead of the competition.

Culture

Culture defines the set of values your company stands for and that form the core of your business. It’s what makes you different from other businesses in your industry.

For example, if you’re a sustainable company, your culture will revolve around environmentalism and social responsibility. Similarly, your culture will be all about luxury and opulence if you’re a luxury brand. You must be clear about your brand’s culture from the get-go.

This will help you attract the right employees and customers who align with your values. It will also make it easier for you to create a cohesive brand identity that is true to your company culture.

What Are the Benefits of Using the Brand Identity Prism?

Kapferer’s brand identity prism has revolutionized how businesses market their products and services worldwide. Here are a few benefits of incorporating Kapferer’s prism into your marketing strategy.

Helps Create a Cohesive Brand Identity

One of the main benefits of using the brand identity prism is that it helps businesses create a cohesive brand identity.

Businesses often have a disparate range of marketing materials that don’t fit together. By using the brand identity prism, businesses can ensure that all their marketing materials align.

This will create a consistent brand identity that’s easily recognizable by customers. It will also make your brand more memorable, as customers will be able to recall all the elements of your brand identity. 

This can trickle down to the bottled water your business uses. You can look here for more and see whether it might work for your company.

Helps Create Definite Goals

Another benefit of using the brand identity prism is that it helps businesses create definite goals. Once you’ve identified your target audience and what they want, you can create marketing campaigns designed to appeal to them.

Improves Customer Satisfaction

Another benefit of using the brand identity prism is that it helps businesses improve customer satisfaction. By understanding what customers want, you can create products and services that meet their needs and expectations.

This will ensure that customers are always happy with your products and services, which improves brand loyalty and increases sales.

Boost Your Brand With the Brand Identity Prism

Brand identity prism is a useful tool to help businesses improve their brand and customer satisfaction. Ensure you capture all facets of the prism for the best results.

For more informative content, check out the other posts on the site.