How to Use a Brand Identity Prism
“Having an identity means being your true self, driven by a personal goal that is both different from others and resistant to change.” Jean-Noel Kapferer
There are many models and frameworks for branding. Unilever created their own patented “Brand Key”, Proctor and Gamble developed the “Brand Asset Valuator” to assess the value of a brand. Any of these models might be useful, but we think the most useful of all for the small professional services business is The Brand Identity Prism, created by Jean-Noel Kapferer in 2008.
How to Use the Brand Identity Prism
The brand prism consists of six facets, some are under the control of you, the company, others are on the receiving side of your clients and customers. This is what it looks like.
On the right-hand side, we have the internalised facets. These are things below the surface of visibility but are within your organisation’s control.
The goal in developing the prism for your business is to add three or four (no more than four) words to each facet. No words should be used more than once.
