The Triple Diamond model provides a framework for systematically developing communication strategies and measures. It contains work steps and tools to find a suitable way for the respective communicative challenge. Each step in the process is tested so that concrete feedback is available before strategic decisions are made. During the course of the model, various communication management tools are used as needed, such as benchmarking, the development of personas, or brand development tools.
The model is particularly applicable in digital times, as many classic communication models have been found to no longer work with today’s rapid changes. Digitization plays an important role here, but so do other many social developments.
The Triple Diamond model was inspired by the Double Diamond approach known from Design Thinking. It combines each development step with an extensive test that verifies and condenses the intermediate results
The Double-Diamond model gets its name from its graphic representation. It consists of two diamonds arranged side by side, representing the four phases of the principle. Since this representation is on diamonds, it is called the double-diamond principle. The Triple Diamond model has one more diamond, which indicates the character of the method by the addition of “Triple” in its name. The biggest difference to the Double-Diamond-Principle is the respective test phases, which provide for timely price corrections already in the analysis and in the definition of the strategy.
The individual diamonds are:
- Diamond 1: Analysis
The analysis in Diamond 1 consists of five levels. It includes the company, the stakeholders, the organization, the actors involved and the technology to be used for the implementation. These levels are carefully analyzed, using different tools. - Diamond 2: Strategy
The development of the strategy takes place in the second diamond. This includes developing the brand, finding a central idea, defining goals and developing a content strategy. The starting point is the main challenge that emerged from the analysis. The strategic guiding idea and verifiable goals are then defined. - Diamond 3: Measures and tactics
In the third diamond, measures for the real implementation of the defined strategy are discussed. Ideas can emerge beforehand, but it is not until this step that the necessary decisions are made about specific measures and communication channels. Diamond 3 includes the levels of topic planning, selection of appropriate tools, definition of workflows, and governance. Formats for content design are developed, as are editorial plans and SEO strategies. Decisions on responsibilities and workflows are also made here.