Kapferer's Identity Prism:
- Building a strong brand identity is the foundational step and key factor in every brands success story!
- In 1986 a professor named?Jean Noel Kapferer's designed and developed hexagonal prism with six key elements.
- The 6 Characteristics are segregated into
- Internal- Physique, Relationship, Reflection
- These are the characteristic traits designed & developed by an organization with an aspiration to make audience inclined towards our brand
- External- Personality, Culture, Self-image
- These are the perceptions developed by an individual or pools of customers towards a brand against those characteristics & traits
- Every Brand& Marketing team primary goal is to conduct a thorough research, build identity framework, communication strategy and ensure the same message is being communicated to customers and if there are still any gaps which needs to be addressed, redesign communication and marketing messages.
- Physique- It describes physical characteristics such as Logo,?Style, iconography,?Colour palette.
- It emphasizes on tangible visuals which is much easier for their audience to grasp than a concept and develop a belief system towards the brand.
2. Personality- It is voice of your brand and it is not just limited to verbal communication
- It emphasizes on the tone of your brand- not just what you say but also focuses on how you say.
3. Culture- It is your brand’s origin story. Where was your brand born? Where does it live? What is the belief system and values it ascribes to and why?
- It emphasizes on the purpose beyond the product of your brand and how a company could able to lives its mission statement in day-to-day life.
4. Relationship- It is the healthy relationship built between brand & consumer beyond the monetary transaction where a seamless familiarity is built through meeting needs of customer.
- It emphasizes on building building a good relationship where it could range from social media engagement to diligent in-store assistance.
5. Reflection- Reflection describes the ideal customer persona, the specificity of customer base, who you want your customer to be. Who would you ideally like to reach??
- It considers all the other characteristics of the prism and confidently pivoting your brand identity towards that person
- It emphasizes on every minute detail of ideal customer persona - age group, gender, area of location, food habits, lifestyle
6. Self-Image- Self-image is how customers visualize and believe about their ideal selves.
- It emphasizes on researching and understanding the customer aspects which allows brands to cater to their customers more effectively.
