The Model Identification Prism is a widely known advertising and marketing mannequin, additionally known as Kapferer’s Model Identification Prism. It’s a hexagonal prism that represents the six key components that make up model id.
The Model Identification Prism was a serious contributor to our understanding of the function of storytelling in branding. It stays an indispensable assist for companies trying to reinforce their model in methods which can be persistently reflective of their origins and core values.
On this article, we are going to break down the 6 components of the Model Identification Prism and show you how to implement them into your model as an entire.
What’s the Kapferer Model Identification Prism?
The Model Identification Prism is an idea developed in 1986 by Jean-Noel Kapferer, a professor of promoting technique, with the intention to visualize how a model is expressed via particular sides. Kapferer honed in on six very important traits of brand name id and determined that one of the best ways to signify how they work together as components of a complete was by placing them in a prism type.
A model has very particular traits that determine it past its emblem and different visible design supplies. Based on Kapferer, the manufacturers that handle to completely harmonize and specific these traits are those that reach constructing a robust and distinctive model id. The prism’s goal is for manufacturers to acknowledge the components of their id and make them work collectively to inform the model’s story.
The 6 components of the Model Identification Prism defined
For the Model Identification Prism to work as an entire, you must begin with its particular person components. We’re going to stroll you thru every aspect of the prism after which present you tips on how to apply these constructing blocks to your personal model.
Airbnb’s “Dwell there” marketing campaign speaks to what Airbnb is thought for, properties away from dwelling. by way of Airbnb
1. Physique
Physique describes the bodily traits of your model—that’s, every part your clients can visually understand about you. Brand, fashion information, iconography, colour palette, and the presentation of the product itself all go into this class.
Airbnb, for instance, has a service instead of a bodily product. This implies their physique is necessary to emphasise as a result of a tangible visible is way simpler for his or her viewers to know than an idea. So as a substitute of a product, their advertisements present the top results of utilizing their service: folks comfortably current in areas that aren’t their properties however could as nicely be.
Collectively, all of the visible components create one constant, enticing look that makes up their model’s physique.
2. Persona
If physique is the face of your model, character is the voice. Your model character not solely addresses what you say however the way you say it, and it isn’t restricted to verbal communication.
Persona embodies every part from font decisions to the tone of any communication. That is typically described as a model’s “human traits.” It ought to reply the query “who’re you?” If an individual was sitting in a room along with your model, what would they see, hear and focus on with you?
Nike’s model character is well recognizable as assured, inspiring and fearless. by way of Nike
Nike’s model character, for instance, is constant from its well-known “swoosh” to the way in which athletes are positioned in a body alongside assertive textual content. It’s assured, aggressive, risk-taking and athletic. The story it tells is one in every of triumph, irrespective of the rating. Nike achieves consistency in its model character with the athletes they select to painting, the positions they take, their font alternative and their sparse, commanding language.
3. Tradition
Tradition is your model’s origin story. The place was your model born? The place does it reside? What’s the perception system and values it ascribes to and why?
“Tradition” is a a lot mentioned aspect of newer revolutionary firms. It has a method of expressing how an organization lives its mission assertion day-to-day, and it touches on the individuals who work there in addition to the purchasers who work together with the product.
The important query to ask to find out your organization tradition is: what does my model reside for? Tradition brings a goal past the product to your model.
4. Relationship
Relationship is the engagement between a model and shoppers.
That is about greater than a financial transaction: take into consideration how your model maintains a wholesome relationship with its clients from the preliminary interplay to the after buy interval.
Who’re you hoping to succeed in along with your model? Illustration by Musique! by way of 99designs by Vista.
Relying on the character of your model, a superb relationship might vary from social media engagement to diligent in-store help. On the finish of the day, a robust relationship is no matter meets buyer expectations and earns you model loyalty.
Apple is a good instance of a model that acknowledges and nurtures their relationship with clients. Not solely is the interface centered on usability however the Apple shops are designed to be locations the place it’s straightforward to search out help in addition to merchandise.
The connection emphasizes seamless familiarity, assembly the wants of shoppers and growing with out isolating the purchasers.
5. Reflection
Reflection describes who you need your buyer to be. Who would you ideally like to succeed in? Specificity is vital right here. For a corporation that’s promoting biodegradable cosmetics merchandise, it might be working girls of their 20s who reside in cosmopolitan areas and cling to a vegan weight loss program.
When you get particular along with your ultimate buyer, you possibly can confidently pivot your model id in direction of that individual when contemplating all the opposite traits of the prism.
6. Self-Picture
Ralph Lauren clients can really feel that they’re a part of the storyline. by way of Ralph Lauren
Self-image is how clients visualize their ultimate selves. Understanding this permits manufacturers to cater to their clients extra successfully. Take into account how their purchases and interactions with you enhance their lives.
Self-image serves as aspirational for each the model and the viewers. The buyer needs to view themselves a super method, and your model can attempt to assist them obtain their beliefs.
Ralph Lauren’s model famously focuses on constructing a storyline wherein the purchasers can really feel like characters: upscale, wholesome People having fun with the outside as depicted of their advert campaigns.
Placing the prism collectively
In whole, there are six sides of the Model Identification Prism: Physique, Persona, Tradition, Relationship, Reflection and Self-Picture. These are separated on the prism however grouped collectively within the following bigger classes.
Image of Sender refers back to the method the model presents itself. Physique and Persona fall underneath this group.
Image of Receiver refers to how clients see the model. Reflection and Self-image belong to this class.
The opposite two classes are Internalization and Externalization. Externalization addresses all of the output by the model seen to clients resembling the emblem, promoting, merchandise and repair and subsequently is represented by Relationship.
Internalization consists of values, human sources insurance policies, administration and so forth and straight addresses Tradition.
Although these posters are completely different, a stable model basis has led to a constant id: vibrant crimson paired with jubilant imagery. Design by goopanic by way of 99designs by Vista.
All collectively, these classes full the Model Identification Prism and supply a roadmap on your model to successfully talk along with your viewers.
use the Model Identification Prism
The Model Identification Prism works its magic while you chart your model via every of its sides. As you progress via the prism, ask your self questions like: What’s my mission assertion? Who would I choose to signify my model? What impressions do I would like folks to go away my retailer with? Remember that your primary objective is to create consistency in your persona, and your solutions ought to reinforce each other.
When you’ve created a personalised Model Identification Prism, contemplate summarizing your model right into a unifying model idea, describing who you’re as a enterprise. Make sure to maintain your prism useful as a reference to information every part from every day communications to monumental selections. Revisit and replace it commonly as nicely in order that it stays related to modifications in what you are promoting objectives.
See your model in an entire new mild
The Model Identification Prism is a technique to develop your model in order that clients can immediately acknowledge its character and its worth of their lives. The prism is a useful and clear method so that you can craft a branding technique that’s aligned along with your mission.
With the prism as your information, you possibly can develop in keeping with this technique and monitor how your personal prism sides change over time, ensuring each persistently helps your model for years to come back.
Writer: Zeynep Lokmanoglu
