Design2influece built its brand identity on Jean-Noel Kapferer’s brand identity prism. Kapferer developed the prism to help businesses identify core values to carry throughout their brand identity. The prism contains six elements that are positioned based on their relationship between business (sender) and client (recipient). The elements between these points are based on internal (personality, culture, self-image) and external (physique, relationship, reflection) concepts. Design2influence uses the brand prism as its primary focus when developing a marketing and brand strategy.