Brand Identity Prism Template

• The Brand Identity Prism, developed by Jean-Noel Kapferer, is a framework for defining a company’s brand
identity that includes six elements: physique, personality, culture, relationship, reflection, and self-image.
Expressing the brand consistently across all six elements creates brand coherence, which strengthens the
connection between the brand and the consumer. Each element can be generally defined as follows:
• Physique: These are the fundamental physical and tangible aspects that differentiate your company’s products, such as
their functional characteristics, colors, logo, and packaging. Being able to quickly identify a brand based on these
elements is a good sign that it has a strong identity.
• Personality: A brand is personified through marketing materials and communications.  The quality and feel of those
communications reflect the type of personality consumers will come to associate with the brand.
• Culture: Tying the brand to a specific culture or geography, whether it is national or local, can help encourage loyalty and
pride in the brand.
• Relationship: Fostering a connection between the brand and the consumer such that the consumer feels a relationship,
or has an experience with the brand that is meaningful beyond the transaction alone, also creates ongoing brand loyalty.
• Reflection: The brand should reflect the profile of the target demographic so that consumers feel a natural fit between
their lifestyle and the company’s image.
• Self-image: Associating with a brand through the purchasing of its products can reinforce one’s desired self-image as well
as convey how one wants to be perceived by others.

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 Brand Identity Prism Template
Constructed Sender
1 Physique Personality 2
• •
Muscular, Sporty, Futuristic Confident, Youthful,
and Bold Passionate and Stylish

3 Relationship Culture 4
• •
Externalization

Internalization
Exclusive, Next Generation, Firm, Standout, Environment
Companion and Adventure Brand Friendly and Modern

5 Reflection Self-Image 6
•

Trend Setter, Early Adaptor, •

Eco Friendly, Young, Connected and
Tech Savvy and Responsible Style
Constructed Receiver
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