Kapferer's Brand Identity Prism

Summary

This video tutorial introduces Capera's Brand Identity Prism, a diagrammatic tool used by graphic designers and agencies to better understand a company's brand and its connection with customers. The hexagonal diagram divides the brand's identity into six facets: physique, personality, culture, relationship, self-image, and external factors. Through a detailed example using Apple, the video shows how these facets shape brand perception and customer interaction. It also demonstrates how the prism can be applied to create a strong brand identity for a new company, emphasizing the importance of values, visuals, and customer connections in design.

Takeaways

• 😀 The Brand Identity Prism is a diagrammatic tool used by graphic designers and agencies to understand a brand's identity and customer needs.
• 😀 The diagram is a hexagon divided into six sections, each representing a different facet of a brand’s identity.
• 😀 The top two facets of the prism focus on describing the brand or company itself, while the bottom two focus on understanding its target customers.
• 😀 The right-hand side of the prism represents internal values, while the left-hand side represents external factors.
• 😀 Physique represents a brand’s outward appearance, including design, shapes, colors, and its overall visual identity.
• 😀 Personality refers to the brand's voice, the way it communicates with its audience, and how its culture influences communication.
• 😀 Culture encompasses a brand’s internal values and core beliefs that shape its behavior and decisions.
• 😀 Relationship represents the external values customers expect from a brand, such as trust and connection beyond just products.
• 😀 Self-Image looks at how customers perceive themselves, helping brands understand how to resonate with their audience.
• 😀 Reflection represents the ideal customer that a brand aims to target, based on values, lifestyle, and market positioning.
• 😀 The prism can be used diagnostically to analyze existing brands (e.g., Apple) or to build a new brand from scratch (e.g., a family bakery).

Q & A

What is Capera’s Brand Identity Prism?

Capera’s Brand Identity Prism is a diagrammatic tool used by graphic designers and agencies to better understand the identity of a brand. It helps analyze various facets of a company, including its internal values, customer relationships, and external perceptions.

How is the prism structured, and what are its main sections?

The prism is a hexagonal diagram split into six sections. The sections are divided into two categories: internal values (physique, personality, and culture) and external perceptions (relationship, customer self-image, and customer perception). These sections provide a comprehensive understanding of a brand.

What is the significance of the 'physique' facet in the prism?

The 'physique' facet refers to the outward appearance of the brand, including its logo, design elements, typography, and color scheme. It represents how the brand visually presents itself to the public.

How does 'personality' differ from 'physique' in the prism?

'Personality' is about how the brand communicates with others, including its tone, voice, and messaging. Unlike 'physique,' which focuses on visual aspects, 'personality' involves the emotional and cultural communication style of the brand.

What role does 'culture' play in the brand identity prism?

'Culture' refers to the internal values and behaviors that shape the brand’s actions. It encompasses the principles that guide the brand's decisions and interactions with both employees and customers.

What is meant by 'relationship' in the context of the prism?

'Relationship' pertains to the emotional connection that customers feel with the brand. It reflects the bond built through shared values and experiences, often extending beyond the products themselves.

How does 'customer self-image' influence brand identity?

'Customer self-image' is how customers view themselves in relation to the brand. Understanding this helps companies tailor their messaging to align with the values and identity that their target customers hold.

What is the importance of 'customer perception' in brand analysis?

'Customer perception' is how the brand sees its ideal customer. It involves understanding the demographic and psychographic characteristics of the customers the brand aims to target.

Can you explain how Apple’s brand fits into the prism?

Apple’s brand is a great example of the prism’s application. Its physique includes clean, minimalist designs with white and silver elements. The personality is friendly and approachable, reflecting modernity and innovation. Its culture emphasizes empowerment through technology, and its relationship with customers is one of connection and loyalty. Apple targets stylish, tech-savvy individuals, and its customers view themselves as creative and important.

How can the prism be used in creating a new brand, like a family bakery?

For a family bakery, the prism helps define the brand’s identity by analyzing its physique (warm colors, ethical packaging), personality (welcoming and reliable), and culture (family values and consistent quality). It also defines the target customer as mid- to high-income families who value reliability and quality, and it considers how these customers see themselves in relation to the bakery (valued, familiar, and deserving of quality products).