Marketers often use the brand identity prism to measure the identity of any brand. But before applying any model, some obvious questions that come to mind are: –

What is it?

When should it be used?

How to use it?

Now suppose that if a product or brand (taking the liberty of equating product with brand) were a person, what would it look like? What features would it have? Would it be warm, cold, aggressive, approachable, or smart?

The brand identity prism helps us answer these questions.

Okay, so the next logical question is when to use it?

I would say practically everywhere. Understanding identity would help you better design your web presence, decide positioning, and have an effect on all marketing assurances.

The best way to understand the model is to call a meeting of all the department heads and ask questions, a lot of questions.

The model has 6 dimensions on which a brand is evaluated.

Physical facet He talks about what the product is, what it does, how it adds value to customers, how it fills the gap in the market.

Marked personality It is measured using those traits / characteristics of the consumer’s personality that are directly related to the brands. Due care must be taken not to confuse it with the consumer’s reflection. The personality of the brand is closely related to the image itself and the image of the consumer. The questions to ask are:

1) What are the characteristics of the consumer’s personality?

2) What are the characteristics of the brand if it were a person? This depends on the functional aspect of the product and the space it would fill.

Brand culture: As the name implies, it speaks to the culture of the brand. The values ​​and principles will be derived from the culture and it is these values ​​that will unite the clients. Remember HSBC’s “The World’s Local Bank”.

Questions to ask yourself: –

1) Is the brand culture global?

2) What are the values ​​that the brand represents?

3) How would customers take the values ​​of such a brand?

Brand relationships: There are no prizes for guessing what it would be about! Yes, after all, all brands must maintain healthy relationships with customers. All marketing warranties are intended to do just that. Therefore, to measure identity, this had to be presented.

1) How would Sales describe the relationship attributes for your customer management process?

2) How would customer service describe its approach to increasing customer satisfaction?

3) How does the brand want to be seen by customers in marketing communication?

Customer reflection: Each product is designed to meet the needs of the intended customer base. A consumer should be reflected in a way that shows how they might imagine consuming a particular good. For example, in India, anyone consuming Pepsi Cola would imagine themselves young and Thums up (another Coke stable cola drink) adventurous. To do this, ask the customer experience team questions about What would users imagine using the product?

Customer self image: Consumers are drawn to brands in which they see their own features, for example, a strong muscular man would smoke Marlboro. This goes hand in hand with the personality of the brand.

The physical facet, the relationship with the brand and the reflection of the client are externalization factors, while the rest represents internalization. I know it is a bit tedious, but I am sure that if applied correctly it can bring huge benefits for companies.