The Tool That Helps You Define Your Business’ Brand

Today will be a quick post because I’m going to pull from a company called Brand Amplitude and will just give an overview and then send you off to their resources. Brand Amplitude has an awesome tool for helping business owners figure out how they want to brand their businesses and they’ve made it so much more accessible than the original version that they based their tool off of.

That tool is called the Brand Identity Prism and here are the basics:

The prism is a hexagon with 6 pieces that come together to form a rallying cry for your business.

Part one is your capabilities – what your business can do and do well.

Part 2 is your internal values and culture – this is about who are as a company.

Part 3 is your noble purpose – this is why your business does what it does – what impact are you looking to have beyond making money?

Part 4 is personality – this is about your business’ style and how it presents itself and relates to its customers.

Part 5 is shared values and community – this goes beyond your internal values and culture because it’s about which of those values overlap with the values of the customers you serve.

Part 6 is aspirational self image – this is all about what your customers want their use of your brand to say about them.

All of that comes together to inform your rallying cry – the rallying cry often becomes the slogan of a business – it’s what all 6 of the parts add up to and summarizes the core of your brand.

This tool is fabulous to help you define who you are as a company and what that means in terms of how to brand your business – and we all know that a consistent brand is vitally important for you to form a lasting relationship with your customers and to thrive as a business.