Understand Brand Identity Prism and How It Helps Your Company

thecoalshed is the one to look for when you need direct response advertising services J. Kapferer coined the concept Brand Identity Prism in 1986; according to his theory, a brand is identifiable by certain characteristics. This represents distinct characteristics of brands illustrated by a hexagonal prism.

Thecoalshed, a company that focuses on direct response advertising services, cites the following traits that are a part of the prism.

Physical Representation

This is the packaging or the actual physical product; it is the visible qualities seen by your customers, these include colours, logo, shape and anything that a customer can associate with your brand. This is an opportunity for you to create positive associations with your company.

The Personality

This defines the values and personality of your brand and how you want your target audience to perceive you. This is where you build a persona that represents your brand; this also displays the traits and characteristics that your audience relates to. This allows you to connect with your target market in a personal way, and understand their concerns and wants.

Brand Culture

The culture your brand represents is one of the most important characteristics; as it allows you to convey a relatable message. This embodies what principles your company stands for; if you have a motto of eco-friendliness, this should encompass all aspects of your organisation, from the cars you use to the method of production to advertising.

Customer Relationships

This part of the prism is the relationship you have with customers; this is the communications strategy you implement and how you interact with your audience. This is also about the influence you have over your target market.

Reflection of Customers

This is how a customer reflects on your brand; this is different from customers’ perception. This involves consumers who have been using a certain product rather than the brand itself.


This is how your customers perceive themselves when they use your brand. One way to explain this is how genders differentiate brands as something feminine or masculine.

When you understand the prism and its concepts; you are able to build a stronger brand and focus your message in a way that improves conversion rates and connects with your audience.