Brand development is a priority for businesses that want to grow. Although this endeavour makes a brand more recognisable, you have to admit that it is easier said than done. Establishing an identity for an enterprise is a broad and often complex subject. Where do you start? Where do you end? Is a logo not enough?
Thankfully, there is a platform for brand development that should make it easier for business owners to understand this endeavour. Jean-Noel Kapferer’s brand identity prism explains brand development in a way that is easy enough to understand.
Simplicity at Its Core
Kapferer’s six-sided prism may be a lot less intimidating to learn than other brand development models. Digital marketing agencies such as Bambrick Media employ this model, perhaps, in their marketing efforts. The sides of this prism are physique, personality, relationship, culture, reflection and self-image. It seems an exercise in vanity but that is the point; this is your business’ image, after all, and you want it to look as good and as accurate as possible.
Physique is what most people are familiar with. It includes your company’s logo and everything associated with it (font, packaging, etc.). It is your most visible representation and the one you hope your customers will associate with your product. Think action cams and GoPro or fizzy drinks and Coca-Cola; they are almost invariably associated with one another.
Personality and culture intertwine, as they involve your business’ principles and character. These two must be consistent so you build your unique identity in your industry. Apple is probably the best example of a company that has a personality (innovative) and culture (revolutionary) that complement each other perfectly.
Relationship is the social goal or what you want to become to your customers. Facebook aims to be the online identity for their users, while Coca-Cola seeks to create a sense of friendship and community.
Reflection and self-image are quite similar, as they are your company’s consumer equivalent. In short, reflection’s objective is to show you your stereotype buyer. As for self-image, this is who your company is. Side by side, you will see who your most common patrons are and who you are.
Hopefully, Kapferer’s prism has made brand development a little more specific in your eyes. To become instantly recognisable is a long process but it is well worth your time and effort.