How can you see your brand in a completely distinct light?
How can you see your brand in a completely distinct light?
Brand Prism
A brand has very specific characteristics that identify it beyond its logo and other visual design materials. According to Kapferer, brands that manage to perfectly harmonize and express these characteristics are the ones that succeed in building a strong and distinctive brand identity. A prism's purpose is for brands to identify and recognize the pieces of their identities and integrate and coordinate them to tell their story.
The Brand Prism (also brand identity prism, sometimes called the Kapferer Brand Identity Prism), is a concept for defining and describing a brand's identity (brand core, brand style and brand themes) through its characteristics. The prism diagram is a useful visualization for identifying not only a brand's core characteristics, but how they relate to one another.
The Brand Prism (also brand identity prism, sometimes called the Kapferer Brand Identity Prism), is a concept for defining and describing a brand's identity (brand core, brand style and brand themes) through its characteristics. The prism diagram is a useful visualization for identifying not only a brand's core characteristics, but how they relate to one another.
Apple is a shining example of a brand that recognizes and nurtures its relationship with customers. Not only is the interface focused on customer- centerd design, and a clear and consistent image and message at all brand touch points from website to stores, but the Apple stores also are designed to be places where it is easy to find assistance as well as products.
The relationship emphasizes seamless relevance, a consistent image and message at all brand touch points, and meeting the needs of customers.
There are six facets of the Brand Identity Prism: Physique, Personality, Culture, Relationship, Reflection and Self-Image. These are separated on the prism but grouped together in the following larger categories.
Picture of Sender
The picture of the sender refers to the way the brand presents itself. Physique, message, and personality fall under this group.
Picture of Receiver
The picture of the receiver describes how the customer sees the brand. Reflection and self-image belong to this category.
The other two categories are internalization and externalization.
Externalization
The externalization of the brand includes all its outputs visible to customers, including the logo, color, company design, advertising, campaign, products, and service, and is therefore represented by Relationship.
Internalization
Internalization includes values, human resources policies, management and so on and directly addresses culture.
All together, these categories complete the Brand Identity Prism and provide a roadmap for your brand to effectively communicate with your audience.
Challenge
Consumers' expectations have changed. Both consumers, employees and company owners like to be proud of their brands. The closer a brand's appearance is to its values, the more attractive the brand is.
But "values" can be a loaded and often misunderstood term.
. What does it mean for a brand to truly carve out values that are both distinct and applicable?
. What does it mean for these values to define, show up—and be measured—across every facet of the brand experience?
. And ultimately, what impact does this have on a brand's relationships with its internal and external stakeholders?
But "values" can be a loaded and often misunderstood term.
. What does it mean for a brand to truly carve out values that are both distinct and applicable?
. What does it mean for these values to define, show up—and be measured—across every facet of the brand experience?
. And ultimately, what impact does this have on a brand's relationships with its internal and external stakeholders?
Solution
Research shows that consumers expect brands to meet higher standards than ever before. They expect to see a brand's values reflected in everything the brand looks and feels like. On the other hand, brands are struggling to articulate and communicate their values with consumers.
But, how can you see your brand with a completely updated look and feel?
But, how can you see your brand with a completely updated look and feel?
For the Brand Identity Prism to work as a whole, we have to start with its individual parts. We're excited to share our journey with you through each facet of the prism and then show you how to put these blocks together in your own brand.
1. Physique
Physique describes the physical characteristics of your brand—that is, everything your customers can visually perceive about you. Logo, typography, color palette, style, layout, imagery, iconography, and the presentation of the product itself all fall into this category.
2. Personality
If physique is the face of your brand, personality is the voice. Your brand personality not only addresses what you say but how you say it.
Personality embodies everything from name, message, or slogan choices to the tone of any communication. This is sometimes described as a brand's "human characteristics." It should answer the question "who are you?" If a person was sitting in a room with your brand, what would they see, hear and discuss with you?
3. Culture
Culture is your brand's core and origin story. How was your brand born? Where does it live? What are the beliefs and values it ascribes to, and why?
"Culture" is a much discussed facet of the most innovative companies. It has a way of expressing how a company lives its mission statement day-to-day, and it touches on the people who work there as well as the customers who interact with the product.
The essential question to ask to determine your company culture is: what does my brand stand for? Your brand's culture gives your brand a purpose beyond its product and service.
4. Relationship
Relationship is the engagement between a brand, company employees and consumers.
This is about more than a monetary transaction: think of how your brand maintains a stable relationship with its customers from initial contact, to the sale process, to after-sale service.
A relationship emphasizes seamless familiarity, offering customers a product or service tailored to their needs, and converting the buyer into a satisfied customer.
5. Reflection
Reflection describes who you want your ideal customers to be. Consumer specificity is key here.
For a company that sells biodegradable bags and footwear, it could be women in their 20-35s who live in cosmopolitan areas. They dress elegantly but simply, they care about the environment, and maybe adhere to a vegan diet.
Once you get specific about your ideal customer and their specificity, you can confidently pivot your brand identity towards that group.
6. Self-Image
How customers visualize their ideal selves, services or products. Understanding this allows your brand to detect and cater to its customers more effectively. Consider how their purchases and interactions with your brand make them look and feel better or improve their lives.
Customers aspire to see themselves as ideal and superior, and your brand can strive to help them realize their ideals.
1. Physique
Physique describes the physical characteristics of your brand—that is, everything your customers can visually perceive about you. Logo, typography, color palette, style, layout, imagery, iconography, and the presentation of the product itself all fall into this category.
2. Personality
If physique is the face of your brand, personality is the voice. Your brand personality not only addresses what you say but how you say it.
Personality embodies everything from name, message, or slogan choices to the tone of any communication. This is sometimes described as a brand's "human characteristics." It should answer the question "who are you?" If a person was sitting in a room with your brand, what would they see, hear and discuss with you?
3. Culture
Culture is your brand's core and origin story. How was your brand born? Where does it live? What are the beliefs and values it ascribes to, and why?
"Culture" is a much discussed facet of the most innovative companies. It has a way of expressing how a company lives its mission statement day-to-day, and it touches on the people who work there as well as the customers who interact with the product.
The essential question to ask to determine your company culture is: what does my brand stand for? Your brand's culture gives your brand a purpose beyond its product and service.
4. Relationship
Relationship is the engagement between a brand, company employees and consumers.
This is about more than a monetary transaction: think of how your brand maintains a stable relationship with its customers from initial contact, to the sale process, to after-sale service.
A relationship emphasizes seamless familiarity, offering customers a product or service tailored to their needs, and converting the buyer into a satisfied customer.
5. Reflection
Reflection describes who you want your ideal customers to be. Consumer specificity is key here.
For a company that sells biodegradable bags and footwear, it could be women in their 20-35s who live in cosmopolitan areas. They dress elegantly but simply, they care about the environment, and maybe adhere to a vegan diet.
Once you get specific about your ideal customer and their specificity, you can confidently pivot your brand identity towards that group.
6. Self-Image
How customers visualize their ideal selves, services or products. Understanding this allows your brand to detect and cater to its customers more effectively. Consider how their purchases and interactions with your brand make them look and feel better or improve their lives.
Customers aspire to see themselves as ideal and superior, and your brand can strive to help them realize their ideals.
Featured Project
Holtmann
Holtmann Group (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) has been an integrated service provider for trade shows and events since 1950, headquartered in Langenhagen, Germany. Holtmann is one of the leading trade fair and event service providers in Germany and around the world.
Holtmann Group (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) has been an integrated service provider for trade shows and events since 1950, headquartered in Langenhagen, Germany. Holtmann is one of the leading trade fair and event service providers in Germany and around the world.
Challenge:
An absence of an integrated brand strategy and identity
It seems that traditionally-born companies formed before the digital age, despite their valuable achievements, focus more on company development than on a brand that fits their position in the market. The problem is compounded when, over the years, other companies are created or acquired. Lack of distinct or related identities between the parent company and sister companies. Holtman was no exception to the rule.
As Holtmann Design- and Brand Consultant, along with rebranding and brand strategy transformation, the definition and design of a distinct image and identity for Holtmann and Holtmann Group Companies (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) was a priority on the agenda.
The first step was to audit Holtmann and Holtmann's sister companies and their position in the company, customers and competitors.
In the 360° brand audit, more than 50 factors in 3 phases, Brand Strategy, Design and Communications such as brand name, message and claim, brand mission, brand vision, brand values, brand architecture, Logo, colors, corporate design, typography, imagery, visual language, website, social media channels, E-mails, company presentations, catalogues and brochures, exhibitions, campaigns were reviewed and revised.
After three months of deep research and analyzing more than 100 international trade fair and event companies in Germany and worldwide we found about 30 companies that use the word Messe+Event in their subclaims, title or slogan. More than twenty companies also use black and white as corporate colors.
Solution:
Transforming Holtmann's Brand with brand architecture and distinctive Corporate Design:
One of the key solutions implemented for Holtmann was the creation of distinct sub-brands under an umbrella brand architecture. This approach allowed each subsidiary, such as Mesomondo and Expomondo, to maintain its own uniqueidentity while still being connected to the overarching Holtmann brand. This strategy not only addressed the lack of a distinct identity among the sister companies but also provided clarity and consistency for customers and stakeholders. Also proposed using the company's defining feature, the year of establishment, as its USP in addition to its distinctive corporate design as a slogan.
"Holtmann Since 1950," was born by leveraging its heritage and legacy, highlighting its decades of experience and expertise in the industry, as well as other sister companies as sub-brands under an umbrella brand architecture with a refreshed identity design. This not only reinforced Holtmann's credibility but also distinguished it from competitors, setting the stage for future growth and success.
Holtmann's rebranding efforts extended to its corporate design, including its logo, colors, and typography. The decision to move away from traditional black and white to a combination of anthracite, silver for Holtmann and orange and white was a strategic choice aimed at creating a distinctive and innovative brand image for Holtmann since 1950. This bold color scheme helped Holtmann stand out in a crowded market and signaled its commitment to creativity and forward-thinking.
Recognizing the need for a refreshed brand identity, Holtmann underwent a transformation with an entirely newapproach.
There were no other trade fair and event companies in Germany at that time using such a corporate color combination. The goal was to create an innovative, relevant brand with an emphasis on design rather than construction.
Results:
Market Impact and Growth
With above and beyond by creating custom brand identity, such as a bespoke logo, corporate design, font, and brandarchitecture to further differentiate Holt This attention to detail reinforced Holtmann's dedication to excellence and quality, establishing it as a leader in the industry.
As a result of these strategic initiatives, we successfully created two distinct brand personas that resonated with its target audience. The serious and experienced image represented by anthracite and white symbolized the company's seventy years of experience and appealed to current clients, while the vibrant and ambitious orange and white combination attracted new market segments. This dual approach not only helped Holtmann expand its market share but also solidified its position as a forward-looking and innovative leader in the trade fair and event industry.
In summary, Holtmann's market positioning strategy involved a comprehensive rebranding effort aimed at differentiating itself from competitors, clarifying its brand architecture, and appealing to both existing and potential customers. By leveraging its heritage, custom design elements, and strategic brand messaging, Holtmann successfully positioned itself for continued growth and success in the market.
An absence of an integrated brand strategy and identity
It seems that traditionally-born companies formed before the digital age, despite their valuable achievements, focus more on company development than on a brand that fits their position in the market. The problem is compounded when, over the years, other companies are created or acquired. Lack of distinct or related identities between the parent company and sister companies. Holtman was no exception to the rule.
As Holtmann Design- and Brand Consultant, along with rebranding and brand strategy transformation, the definition and design of a distinct image and identity for Holtmann and Holtmann Group Companies (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) was a priority on the agenda.
The first step was to audit Holtmann and Holtmann's sister companies and their position in the company, customers and competitors.
In the 360° brand audit, more than 50 factors in 3 phases, Brand Strategy, Design and Communications such as brand name, message and claim, brand mission, brand vision, brand values, brand architecture, Logo, colors, corporate design, typography, imagery, visual language, website, social media channels, E-mails, company presentations, catalogues and brochures, exhibitions, campaigns were reviewed and revised.
After three months of deep research and analyzing more than 100 international trade fair and event companies in Germany and worldwide we found about 30 companies that use the word Messe+Event in their subclaims, title or slogan. More than twenty companies also use black and white as corporate colors.
Solution:
Transforming Holtmann's Brand with brand architecture and distinctive Corporate Design:
One of the key solutions implemented for Holtmann was the creation of distinct sub-brands under an umbrella brand architecture. This approach allowed each subsidiary, such as Mesomondo and Expomondo, to maintain its own uniqueidentity while still being connected to the overarching Holtmann brand. This strategy not only addressed the lack of a distinct identity among the sister companies but also provided clarity and consistency for customers and stakeholders. Also proposed using the company's defining feature, the year of establishment, as its USP in addition to its distinctive corporate design as a slogan.
"Holtmann Since 1950," was born by leveraging its heritage and legacy, highlighting its decades of experience and expertise in the industry, as well as other sister companies as sub-brands under an umbrella brand architecture with a refreshed identity design. This not only reinforced Holtmann's credibility but also distinguished it from competitors, setting the stage for future growth and success.
Holtmann's rebranding efforts extended to its corporate design, including its logo, colors, and typography. The decision to move away from traditional black and white to a combination of anthracite, silver for Holtmann and orange and white was a strategic choice aimed at creating a distinctive and innovative brand image for Holtmann since 1950. This bold color scheme helped Holtmann stand out in a crowded market and signaled its commitment to creativity and forward-thinking.
Recognizing the need for a refreshed brand identity, Holtmann underwent a transformation with an entirely newapproach.
There were no other trade fair and event companies in Germany at that time using such a corporate color combination. The goal was to create an innovative, relevant brand with an emphasis on design rather than construction.
Results:
Market Impact and Growth
With above and beyond by creating custom brand identity, such as a bespoke logo, corporate design, font, and brandarchitecture to further differentiate Holt This attention to detail reinforced Holtmann's dedication to excellence and quality, establishing it as a leader in the industry.
As a result of these strategic initiatives, we successfully created two distinct brand personas that resonated with its target audience. The serious and experienced image represented by anthracite and white symbolized the company's seventy years of experience and appealed to current clients, while the vibrant and ambitious orange and white combination attracted new market segments. This dual approach not only helped Holtmann expand its market share but also solidified its position as a forward-looking and innovative leader in the trade fair and event industry.
In summary, Holtmann's market positioning strategy involved a comprehensive rebranding effort aimed at differentiating itself from competitors, clarifying its brand architecture, and appealing to both existing and potential customers. By leveraging its heritage, custom design elements, and strategic brand messaging, Holtmann successfully positioned itself for continued growth and success in the market.
Let's talk about your brand
How can a brand prism help you build a better brand?
We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
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