Going beyond the logo

“Branding is what people say about you when you’re not in the room,” said Jeff Bezos , the founder of 亚马逊 , highlighting how important it is for a brand to create a positive and lasting impression. Customers constantly seek clues about what your brand stands for, what it communicates, and how it will make them feel if they commit to it. For example, when thinking about buying furniture or a drink, the first brands that come to mind usually have a strong and clear identity.

To consistently show these brand values in a way that stays true to your business, one effective tool is the Kapferer Brand Identity Prism. Created in 1986 by marketing professor Jean-Noel Kapferer, the Brand Identity Prism helps visualize how a brand expresses itself through six key elements. These elements consider how the brand communicates with both the business (the sender) and the customer (the recipient). Here’s a breakdown:

• Physique: The physical or visual aspect of your brand, like Nike's swoosh logo or Apple's sleek product design.
• Personality: The tone and character of your brand’s communication, such as Coca-Cola's friendly and playful vibe.
• Culture: The values and principles that guide your brand, like Google’s focus on creativity and innovation.
• Relationship: The interaction between your brand and its customers, such as John Lewis’s reliable customer service.
• Reflection: The typical user of your brand, like how Apple is often associated with creative and adventurous individuals.
• Self-image: How customers see themselves when they use your brand, which helps tailor your brand messaging to their aspirations.

By focusing on these elements, businesses—whether new or established—can effectively communicate their brand values and identity. In today’s fast-changing world, a brand can quickly lose its shine, and the prism serves as a helpful tool to highlight strengths and address weaknesses. It’s also a great way to build a brand’s identity from the ground up, guiding your marketing messages and strategic planning.

At Wishmakers, we use the Kapferer Brand Identity Prism principles to create meaningful and engaging experiences for our clients. We guide our partners through each part of the prism, showing them how to apply these building blocks to their brand. The Brand Identity Prism is a key part of our approach to storytelling in branding and event management.

By leveraging these elements, we help businesses build strong brands that communicate clearly and leave a lasting impression. Our goal is to ensure that every event and experience we curate not only reflects the true essence of the brand but also creates a memorable impact that resonates long after the event is over.

Cheers

Rishika C.