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It would inappropriate to call the face of your company as just the logo of your brand. It is the brand identity or the visual corporate image. The famous brands work on Brand Identity Guidelines to design their identity which is based on the Kapferere’s brand identity prism principle.
Any company small or big is known and identified by the identity of his brand. People recognize your products and services through this identity.
Just as your name differentiates you from other people, a brand identity keeps you distinct from other organizations.
It has been rightly said, “Brand is not just a logo. It is the impression and experience you give to your audience and customers. Your brand expresses the value you provide”
The identity should not be just limited to the name of the company. It should portray your business, business objectives, passion, its values, mission and the vision of your brand in a memorable way.
Designing a brand identity is definitely not an easy task. Let us take an example. When you buy clothes for yourself, you make sure that it suits you. It blends well with your attitude and personality.
Similarly, the brand identity should complement the principle and services provided by your organization. It’s you, you has to decide how you want to be discerned by your leads and customers.
Kapferere’s brand identity prism specifies all the aspects which are necessary to create a compact and a most appropriate identity for any organization.
It includes the following 6 aspects:
Physique — Commonly known as the physical visual appearance that forms the basis of your brand. It is like the first impression of the organization.
Personality — Personality is basically involved with the attitude and character. A sleek design with specific colors and content mirrors the personality of the brand.
Culture — A reflection of values, ethics, and principles followed by the organization. It is the behavior and the norms your brand follows.
Relationship — A relationship or the connectivity between the customer and the brand. The brand identity should act as a communication medium between you and your customer.
Reflection — Mirrors the image of your brand in the customer’s mind. What and how the customer perceives your brand is the reflection of your identity.
Self Image — How the customer relates himself with the brand is the self-image.