BRAND IDENTITY PRISM
Our unique Brand Identity Prism evaluates brand identity from six perspectives. Brand as person; partner; experience; organisation; status and symbol. Each perspective provides new insight as to how and why the consumer engages with the brand.
BRAND AS SYMBOL | Evaluates the visual characteristics consumers have assimilated from their interactions with the brand and it’s communication. We look at how these semiotic codes have ascribed their meaning.
BRAND AS PERSON | How does the consumer describe the brand when asked to bring it to life? What personalities do they associate with the brand’s character and what expectations does this create?
BRAND AS PARTNER | We know that many consumers have relationships with brands that reflect their style and attitude towards its consumption. Brand flings, brand love, brand as mentor and many others reflect the spectrum and diversity of consumer brand interactions.
BRAND AS EXPERIENCE | How does the brand experience live up to the brand promise? What are the most defining moments of the brand experience and how does this affect perceptions. Is the experience solo or shared and does this have implications for peer influence?
BRAND AS ORGANISATIONS | Consumers no longer view brands as islands. They understand brand ownership and evaluate brand owners and their brands as one. What affects one affects the other. When corporate reputations are sullied brand perceptions will suffer. Conversely when brand organisations demonstrate commitment or are seen to stand for aspirational ideals their brands will benefit.
BRANDS AS STATUS | Symbolic consumption is nothing new. However the advent of the internet has created a culture where the sharing of brand experiences and self-definition through brands has been elevated to a new level. Recognising the role of brand identity within self-identity construction and esteem management is critical and is likely to become ever more important as a driver of growth.