The Identity prism is a six-section tool in helping to create brand of the tourism company. The tool consists of three self-concept contents that the tourism company defines:

1. Personality
2. Physical Features
3. Culture of Action

After defining the self-concepts, the tourism company reflects them to the three desirable customer images:

1. Customer relationship
2. Customer's image of service
3. Customer's self-concept

The process in defining the contents explains the tourism company's self-concept and its relation to the customer insight of the company