You only have one tagline proposition and
you want it to stick in your customers' minds. BMW is the "ultimate
driving machine", Apple's "think different" and Nike's message "just
do it" -- is ubiquitous with the brand. We believe the need to be one
thing in the minds of your customers. It must have a clear message. The answer must
be a clear and should be your brand.
This week we will talk about the triangulation method. Triangulation method consists from concepts of customer perspective, internal perspective and the perspective of the market. Here, to create its brand message with these three essentials;
- The Customer Perspective; First, you need to know your customer's ideas. What matters to them? For this, you can do an interview with your customers, can follow them on social media, and can prepare special surveys. You should start thinking about what your customers most value and should use the keywords that you hear from them often.
- The Internal Perspective; The effective tagline must be true for a brand promise. What they say about your product or service makes it unique. Firstly, where do you create brand value? Talk to your customers and ask them. What does it remind them of your brand name? Do this an appropriate answer to your sales strategy? If it is appropriate, so far your brand image is true. If it is false you will need new taglines and advertising tools to refresh the image. This method will be an effective step to your targets.
- The Marketplace Perspective; One brand can own only a position. Where competitors are positioning themselves? Look at their tagline. You can read the "about us" copy on their websites. For example; Palmolive positions itself as the only dish soap that softens hands while you do dishes. Similarly, instead of writing a slogan, you can reveal a different aspect of your brand. It increases your competitive advantage.