Brand Identity Prism
The prism links physique, personality, culture, relationship, reflection and self-image.
Cheat sheet
The prism links physique, personality, culture, relationship, reflection and self-image.
What to check first
Map one observable cue to each facet and separate the depicted customer from how customers see themselves.
How to make the call
Pretest for coherent interpretation among target buyers.
OpenStax · Integrated marketing communications · further reading for brand & communications
Indian practice case
Fictional scenario
An Ahmedabad textile brand is deciding whether a new campaign reflects its maker-led identity.
Reveal the step-by-step solution
- Diagnose the problem.
Map one observable cue to each facet and separate the depicted customer from how customers see themselves.
- Work through the evidence.
Compare craft cues, tone and service behaviours against the six facets. Flag unsupported culture claims.
- Recommend and validate.
Pretest for coherent interpretation among target buyers.
More Indian cases
Interview question
How would you use brand identity prism to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Compare craft cues, tone and service behaviours against the six facets. Flag unsupported culture claims. Pretest for coherent interpretation among target buyers.