PHYSIQUE

The first element refers to the physical characteristics of a brand. Namely, how we define the brand and how it will manifest, including its visual features—visual cues that help consumers identify the brand.

Soft Colors - The colors used for brand logos are beige and white which depicts subtle, soothing effects and has a pleasing consumer attraction. Also the Motif ‘H’ of the logo has the flexibility like our hair.

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PERSONALITY

The second element is the brand’s personality or character—the traits of the brand in the eyes of the consumer. One way of understanding this concept would be to imagine your favorite brand as a living thing. What kind of living thing is it? How does it behave?

To convey brand personality, brands may use a specific style of writing, tone, attitude, or colors.

Our brand depicts 100% natural hair as it is made of all natural ingredients used. The use of “Herlush” gives a very gentle and soft experience. The brand is user-friendly as the packaging is very convenient to understand hence communication between the customer and brand is very friendly.

CULTURE

According to Kapferer, culture is the set of values that feed into or set a foundation for the brand. In some cases, this will include the culture and values of the brand’s country of origin (e.g., Ferrari is associated with luxury and the Italian tradition of sports cars). In other cases, Culture may have little to do with the brand’s country of origin.

Our brand gives assurance and trust to the customer to build a healthy relationship, Universal- we cater to almost every corner of the globe, no stereotypes, easy to go with any kind of hair.

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SELF-IMAGE

Self-image relates to the way in which customers see themselves in a particular brand. Brands can use self-image to their advantage by incorporating it into their identities. Self-image is like a mirror the target group holds up to itself—by associating themselves with certain brands, they see themselves differently.

Confidence is what our brand wants to make our customers feel, they should feel empowered by using the product , beautiful, and inspired too.

It's all about feeling loved, confident and aspire people to go for it.

REFLECTION

While the terms sound similar, Self-image and Reflection differ in a noteworthy way: Self-image refers to the customers’ ideas of themselves, whereas Reflection refers to how a brand portrays its target audience. Reflection is a set of stereotypical beliefs or attributes of a brand’s target market, which is often highlighted in ads and other communications.

Basically, what our brand reflects is what we process internally that is all natural products with no usage of chemicals. ‘Natural’ is where we start with and ‘Natural’ is what we serve. This gives modern women a pride to groom within the society.

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RELATIONSHIP

The final element of Kapferer’s Brand Identity Prism is about the nature of the relationship between the brand and its consumers, including both abstract aspects of the relationship as well as more tangible aspects, like what specific services are offered. How a brand connects with its audience and the type of relationship it wants to build is entirely up to that brand.

Our brand is closely connected with their audience in all aspects right from serving them with authentic and natural product offerings. It gives no distinction between women, their hair type, skin type and lets them flaunt their beauty flawlessly.

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