The Brand Identity Prism and how it works

Raffaele Felaco

The Brand Identity Prism works as a diagram that help understand all the elements of a brand and how they relate to one another.

The elements of a successful brand are:

1. Physique

2. Personality

3. Culture

4. Relationship

5. Self-image

6. Reflection

“Strong brands are capable of weaving all aspects into an effective whole in order to create a concise, clear, and appealing brand identity.”

The Brand Identity Prism places these six elements in relation to each other by taking into consideration their position between the business (The one who send a message) and customer

(The recipient of the message ), and vice versa.


The first element refers to the physical characteristics of a brand. Namely, how we define the brand and how it will manifest, including its visual feature that help consumers identify it.

Common elements of physique include colors, logos, and packaging.


The second element is the brand’s personality,the distinguishing quality of the brand in the eyes of the consumer.

One way of understanding this concept would be to imagine your favorite brand as a living thing.

To convey brand personality, brands may use a specific style of writing, tone, attitude, or colors.


Culture is the set of values that set a foundation for the brand.

In some cases, this will include the culture and values of the brand’s country of origin,or way of doing things in a specific way.


Self-image relates to the way in which customers see themselves in a particular brand. Self-image is like a mirror for the target group , by associating themselves with certain brands, they see themselves differently.


Reflection refers to how a brand portrays its target audience. Reflection is a set of stereotypical beliefs or attributes of a brand’s target market, which is often highlighted in ads and other communications.


The final element is about the nature of the relationship between the brand and its consumers.

How a brand connects with its audience and the type of relationship it wants to build is entirely up to that brand.

The six elements of the Brand Identity Prism, when working in sync, can help inform a well-defined, structured brand entity.

If the identity is unique, different, and clear about what the brand is trying to communicate, it can become the foundation of a long-lasting brand.

Creative Digital Touch-points

Published by Raffaele Felaco

I am an enthusiastic leader with strong background in direct and indirect sales with an exten- sive experience in both retail and wholesale business. I have been fortunate to have worked alongside teams in structured environments both in Italy and abroad over the last 20 years, en- abling me to develop strong leadership skills, a natural approach in effective communication, the ability of positively influencing others and master complex business negotiations.

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