This is the fifth instalment in our six part series on Kapferer’s Brand Identity. This blog series is a “How to” on using all 6 different facets of The Brand Prism to build cohesive and effective branding photography that leads to profitable marketing .
Our first two post of the series were Brand Personality and Brand Physique, which both deal exclusively with the brand and product that we as business owners are presenting. Essentially Personality, and Physique are all about the business provider. Brand Relationship and Brand Culture, which are the middle point of the prism, are where your brand and the customer meet and interact.
Our last two post are the bottom of the prism which is where we find clarity about our potential clients and how they see themselves both internally and externally in relationship to our brand. Brand Self Image is the description of how potential clients would like to see themselves inwardly as a result of interacting with your brand. It is important to note that this isn’t how clients do view themselves to begin with, but rather how they would like to view themselves as a result of using your product or service. Because Brand Self Image falls on the internal side of the prism, this view of themselves isn’t about their external features (e.g. the way their body looks, or the things they wear) but rather their own assessment of how they want to be (eg. kind, independent, powerful).
The best way to figure out the Brand Self Image for your own business is to use the following formula.
“Thanks to (your brand’s name here) I am …”
Apple’s Brand Self Image would be, “Thanks to Apple, I am young, fun and free thinking.” Your Brand Self Image is important to understand because it helps you communicate the self enhancement your customers can achieve through your product.
As a branding photographer I work with you to coordinate models who will resonate with the self image of your ideal customer. One of my clients is a well established local tavern who had a complete remodel of their premises and re-brand. They came to me to do a branding photoshoot, and through our discussion I identified that one of their favourite and most profitable market were the older retirees who came in regularly for a lunch special. If I had only taken branding images of young people at the bar drinking cocktails, then their brand message would exclude a huge part of their market. Their imagery would be saying to the market, we are only for those who want to be fun loving, partying- young people. Instead by having the owner organise for a couple of their regular lunch customers to come in as models, we were able to portray to the market that they offer their clientele a casual laid back lifestyle full of friendship, no matter the age. So what is your Customer’s Self Image and how can you better build your brand to communicate that to your customers? If you would like to build a visual story for your brand that represents your Brand’s Self Image, please give us a ring or fill out our contact form. If you haven’t downloaded the free pdf below yet, download it now and under Self Image fill out how you would describe your Brand’s Self Image, using the “Thanks to (your brand name here), I am…” formula!
In our last blog post of this series we will talk about the last facet of the brand prism called SELF REFELCTION. Self reflection is the external representation of how your customers want to view themselves as a result of interacting with your brand. Self reflection is the part of the brand prism that we work with most directly as a branding photography studio, and is where we pull all the other aspect of the prism together into imagery. Self Reflection is really where we connect the branding dots so you can reveal your brand picture to the world!
At Life as Art our mission is to captures the essence of our clients through artistic and emotionally engaging visual storytelling. Through this process they find an authentic view of who they are, and replace the stereotypes of how they think they should be.