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Having trouble developing a branding message?

June 19, 2013

Daily ReadHaving trouble developing a branding message?

If you are in the process of developing a branding message, you probably know you want to be one thing in the minds of your customers. You want your message to be ubiquitous with your brand, but how do you decide what the one clear message should be? Follow these three tips to identify your branding message:

  1. The customer perspective: First, you need to get into your customer’s head. What matters to them? Don’t presume. Interview customers, survey them, and pay attention to them on social media.
  2. The internal perspective: For a brand promise to be effective it must be true. What is it about your product or service that makes it unique? Where do you create value?
  3. The marketplace perspective: Only one brand can own a position. How do your competitors position themselves? Look at their tag lines. Read the “about us” copy on their websites. You want to make sure your value proposition is distinct.

What next? Once you have your insights written down, divide them on a Venn diagram — using three overlapping circles to determine where these perspectives intersect and how. Look for the intersection of three perspectives to identify your promise: the customer perspective, internal perspective and marketplace perspective.

Read entire article for more details and examples at:



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