The Brand Identity Prism
- The Underdog
- May 30
- 1 min read
A Powerful Framework to Define and Shape Your Brand’s True Identity
The Brand Identity Prism is a simple yet powerful framework that helps you define exactly who you are, how you show up, and what you stand for.
Originally developed by Jean-Noël Kapferer, Professor of Marketing at HEC Paris and a renowned brand strategist, the Brand Identity Prism breaks down brand identity into six key elements — offering a clear, structured way to build and communicate a strong, consistent brand.
Why It Matters
A brand isn’t just a logo or a catchy tagline—it’s an experience, a feeling, a personality.
It’s what makes people recognize, trust, and connect with you
A clear identity helps you:
Stand out – No more blending in with the noise.
Attract the right people – Customers who truly resonate with your message.
Stay consistent – Every interaction reflects the same energy and purpose.
Example Airbnb Through the Prism
Key Takeaways:
More than a platform—Airbnb sells an experience.
Built on trust, emotion, and real human connections.
Consistency across design, messaging, and customer touchpoints.
✨ Ready to map your own brand? We’ve created a downloadable Brand Identity Prism template to help you get started. Grab it below and start shaping your brand!
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