1. 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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2. Brand Identity Prism Template
Constructed Sender 1
Physique
Personality 2 3
Relationship
Culture 4
Externalization
Brand
Internalization 5
Reflection
Self-Image 6
Constructed Receiver
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