For the Brand Identity Prism to work as a whole, we have to start with its individual parts. We're excited to share our journey with you through each facet of the prism and then show you how to put these blocks together in your own brand.
Physique describes the physical characteristics of your brand—that is, everything your customers can visually perceive about you. Logo, typography, color palette, style, layout, imagery, iconography, and the presentation of the product itself all fall into this category.
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.
Personality embodies everything from name, message, or slogan choices to the tone of any communication. This is sometimes described as a brand's "human characteristics." It should answer the question "who are you?" If a person was sitting in a room with your brand, what would they see, hear and discuss with you?
Culture is your brand's core and origin story. How was your brand born? Where does it live? What are the beliefs and values it ascribes to, and why?
"Culture" is a much discussed facet of the most innovative companies. It has 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.
The essential question to ask to determine your company culture is: what does my brand stand for? Your brand's culture gives your brand a purpose beyond its product and service.
Relationship is the engagement between a brand, company employees and consumers.
This is about more than a monetary transaction: think of how your brand maintains a stable relationship with its customers from initial contact, to the sale process, to after-sale service.
A relationship emphasizes seamless familiarity, offering customers a product or service tailored to their needs, and converting the buyer into a satisfied customer.
Reflection describes who you want your ideal customers to be. Consumer specificity is key here.
For a company that sells biodegradable bags and footwear, it could be women in their 20-35s who live in cosmopolitan areas. They dress elegantly but simply, they care about the environment, and maybe adhere to a vegan diet.
Once you get specific about your ideal customer and their specificity, you can confidently pivot your brand identity towards that group.
How customers visualize their ideal selves, services or products. Understanding this allows your brand to detect and cater to its customers more effectively. Consider how their purchases and interactions with your brand make them look and feel better or improve their lives.
Customers aspire to see themselves as ideal and superior, and your brand can strive to help them realize their ideals.