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The Identity Prism.

Define 3 keywords for each one of the sectors

What kind of
The tangible E PE person would it be
U RSO
characteristics SIQ NA
H Y if it were human?
of the brand. P L ITY
Brand

RELATIONSHIP

CULTURE
The relationship The heritage or
between the brand world shared
and the client. with the client.

Customer
RE N
FL I O
EC CT
TIO J E
O How does the brand make
The brands client type. N PR
the client feel about
himself ?
Brand Architecture

Define with one sentence


the pyramid sectors and
Brand Vision
place the products into Purpose
the base of the pyramid
Brand Values
Mission

Brand Personality
Tone and style

Strategic products common traits

The products

Outside the brand The core Outside the brand


territory products territory

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