As marketers, we are entrusted to tell a client’s story and bring their brand to life. But while we may aim to stay true to a business and what they wish to convey, we have a responsibility to grow a brand based on the needs of the audience or consumer.

Brands are a living capsule of ignited feelings that encapsulate the perception a customer has of a business or even an individual. It is important to create an impression with the target audience’s needs in mind, as this will dictate their experience with the brand, far before an advertisement has made their way to them.

Brand Identity Crisis?

World-renowned expert on brand management, Jean-Noël Kapferer, created a concept for what he believes are the six most important elements of brand identity. He illustrated this concept in a Brand Identity Prism, to show the relationship between the elements and convey their importance in brand development. The key elements, physique, personality, culture, relationship, self-image, and reflection work harmoniously to create a well-rounded and self-sustaining brand.

Have It Their Way

Think of your favorite brand and all it encompasses. Are the elements in the prism taken into consideration? If the brand has captivated you and made a customer out of you, chances are they have. Now it’s your turn to hit the ground running and use these elements to your advantage. If you leverage these tools, you’ll develop a brand that has the potential to captivate an audience and turn them into profitable customers – and, as the saying goes, the customer is always right.

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