Research & Design

Brand Identity Prism Canvas

Brand Identity Prism Canvas is developed based on Jean-Noel Kapferer’s Brand Identity Prism. This model purposely helps businesses build strong, enduring brand identities that reflect their core values.

Why use Brand Identity Prism Canvas?

It proposes that a brand’s success is driven by a company-wide utilisation of the following elements:

  1. Physique — the physical attributes or extrinsic qualities, such as logo, color palette, website design, storefront aesthetic, etc.

  2. Personality — a brand’s character shaped by the way it communicates with its audience.

  3. Relationship — the relationship consumers have with the brand’s product or services that is cultivated beyond consumer transactions.

  4. Culture — a system of values and principles that drives the behaviour, decision-making, and growth of a company internally, while influencing the customer experience externally.

  5. Reflection — how a brand promotes or reflects the values of the ideal customer, not necessarily the target customer.

  6. Self-image — how a customer sees him or herself related to the brand.

Brand Identity is the visible elements (such as logo, name, symbol) of the brand by what the organisation makes a promise to consumers. It determined the position the brand occupies in consumers’ minds. That why, companies need to create a brand identity in adequacy with their values. Use Brand Identity Prism Canvas when you think the brand image (how customers see) isn't aligned yet with your brand identity (how you want to be seen) to reshape or strengthen your brand.


Indra Kusuma  image
Indra Kusuma
Business Mentor & Educator@Apple Developer Academy Indonesia
Business Development Professional who has passion on nurturing startups’ ecosystems, product innovation, and helping people to scale up their digital skills for the future of work.

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