Know-How Exchange : Taglines/Names

Well anyone can claim that they are selling a conflict free diamonds. We are the only ones that can prove it.

The slogan is for our brand. To show clients that buying a traceable and traceable diamond is better.

All great Ideas. Any slogans using the word "mark" or would that be too much. I'm not good at marketing , you guys are the experts

All great Ideas. Any slogans using the word "mark" or would that be too much. I'm not good at marketing , you guys are the experts

Diamonds that meet the ethical mark

The symbol of certified traceable diamonds

I like the symbol slogan. But canadamark has the slogan defining Symbol of diamonds.

Unless there are blood or conflict diamond issues in Canada the issue of proof may be moot. There are other suppliers that authenticate stones so this is not a competitive advantage. Consider: "Canadian Certified".

4-5 other brands in Canada that use Canadian Certifies. It's too bland.

We are trying to differentiate our selves

Differentiation is a good thing and a noble goal, but in order for it to be a successful strategy it needs to be based on something that is important to consumers.

To come up with an absurd (and extreme) example, you could differentiate yourself as the marketer of diamonds whose company name is alphabetically first. That's obviously not going to be a very effective approach unless you know that consumers care about, and value, a name that starts with the letter A.

There's a lot of evidence, across a wide variety of product and service categories, that unique and important benefits make for more effective (and ultimately more successful) marketing. And the most successful brands all focus on the most important benefits (or end-benefits) for their primary target audiences.

I know this because we've been challenged by clients to develop positioning strategies for their commodity-like products numerous times in my consulting career, and every success has gone back to the fundamental reason customers (or consumers) buy the product.

And catchy or cute slogans are not real differentiators. Effective differentiators are benefits that are perceived as important by customers/consumers.

We've been involved with (successful) positioning/branding of Nylon carpet fiber, industrial chemicals, polyester, insurance, electronic components, and other products typically considered undifferentiated. In each case we demonstrated the value added by smart positioning -- through increased market share, higher prices, and/or stronger customer loyalty.

You have identified the right objective. I don't think you've addressed that objective in the best possible way. Source-coding a diamond doesn't solve an important and obvious consumer problem.

Bland? There's nothing wrong with being Canadian certified and really, as a starting block it's head and shoulders above what you have at the moment, which is bupkis.

However, in order to differentiate yourself you must create "only" statements. A tag line or slogan alone will not do this. And really, here, you need far more clarity about what you want and about what you need. Do you need a slogan? Or do you need a tag line? These things are not the same.

Slogans connect to companies. Tag lines connect to specific advertising, position, and conditioning campaigns. The one you need may not be the one you want. The one you want may not be the one you need.

"Only ArcticMark diamonds offer ABC and 123." You'll need at least six of these statements and they must be true, they must not be a cliché, they must be quantifiable, and they must apply to you and only to you.

Next, you need to know what's important to your current buyers and customers. This will require you carrying out double blind surveys in which clients are asked to rank the qualities and traits they find most agreeable about doing business with you and about your stones, rough or cut.

Do not skip this step and resist the temptation to make these thins up, or to figure it out yourself. You are not your buyer. What matters to you is, in all likelihood, utterly meaningless or total hot air as far as your buyers are concerned.

So, who do you sell TO? Rough to the wholesale market? Micro to industrial? Cut to the trade? Rough or cut to wholesale? Rough or cut to boutique jewelers?

Who is buying your stones and WHY?

Do they buy from you on price? On consistency of supply? On consistency of quality? On consistency of size, weight, and color?

Or because of some other reason? Apart form the whole issue of blood diamonds, pretend for just a few moments that I'm a jeweler and that i've never heard of you. Give me 10 solid reasons for buying your stones, at your price, on your terms, from your Canadian mines—today. Go:

Wow. The last two responses were very educational and informative. Thank you. I will dissect every paragraph.

Last two are very good. Thanks.

The Mark of a true diamond is one sourced with love.

Thanks tcgren. Anything mentioning ethical sourcing.

Anyone can help me with a tag line about ethical sourcing.

Hi thanks for the great responses. We are so close. Can we have a few more

Regards