The benefits of having a strong brand are tremendous. Strong brands charge premium pricing; they thrive during economic downturns; they attract great employees, partners and customers; and they can extend into new business areas with ease.
In addition to being able to boast these enviable benefits, strong brands have something else in common. They all exhibit the “three Cs” of branding.
The three Cs are: clarity, consistency, and constancy. Does your brand pass the Three C Test?
Clarity
Strong brands are clear about what they are and what they are not. They understand their unique promise of value. And this promise of value sets them apart from their competitors.
It differentiates them and allows them to attract and build loyalty among a desirable set of consumers. Volvo, for example, is clear about their commitment to safety and security. They are not about speedy sports cars, or about small economy cars, or about luxury cars.
They build cars for families. Cars that are safe. And they clearly focus their communication activities on this differentiation.
Nordstrom's clarity is around unmatched customer service. And it is clear from the moment you step into the store. Nordstrom has been able to separate itself from other retailers through this unwavering commitment to customer service and satisfaction. There are several retailers who will sell you a black Armani suit; but only Nordstrom will turn it into an experience you will talk about with friends and colleagues.
This clarity guides Nordstrom as they build on their current business. When they developed their on-line store, they did so in a way to ensure that customers would experience the same level of service they have come to expect from the Nordstrom brand.
Consistency
In addition to being clear about who they are, strong brands are also consistent. They are always what they say they are.
For Volvo, they are always about safety. They don't change their focus from model to model. When new editions come out each year, they are safe too. And Volvo consistently communicates that.
Or look at Madonna. Madonna is the chameleon brand of entertainment. She reinvents herself with each CD that she produces. She didn't change for her first five CDs and then stay the same for the next two. She consistently changes.
And the one thing we can be sure of with regard to her upcoming CD is that it will be nothing like any of the others she has done before. Madonna's ability to change consistently throughout her career separates her from other entertainers, thereby strengthening her brand.
Constancy
It is not enough to be clear and consistent if you are not always visible to your target audience. Strong brands are constant; they are always there for their customers and prospects. They don't go into hiding.
For co*ke, the world is the target market. That is why you can't make it through a day without being exposed to their bright red color or familiar script logo. Vending machines, people carrying a co*ke as they walk down the street, restaurant menus, product placement in TV shows and movies, billboards and print and TV advertisem*nts all scream co*kE.
co*ke is a constant in our lives. And co*ke is the world's strongest brand.
Chances are, your brand's target market is a lot smaller than co*ke's. And that is good news, making it easier (and a lot less expensive) for you to remain constantly connected to your target audience.
In building and nurturing a strong brand, you have a lot more to think about than these three C's. But no brand is truly a strong brand if it doesn't pass the Three C Test.
How does your brand do?
FAQs
The three Cs are: clarity, consistency, and constancy. Does your brand pass the Three C Test? Strong brands are clear about what they are and what they are not. They understand their unique promise of value.
What are the 3 C's of brand positioning? ›
The 3 Cs of Brand Development: Customer, Company, and Competitors.
What are the 3 C's of marketing strategy? ›
One of these fundamental principles is the three C's of marketing. The three C's – customers, competition, and company – are essential to creating a marketing strategy that will resonate with your target audience, differentiate your offerings from your competition, and effectively communicate your brand's value.
What are the 3 rules of branding? ›
Three golden rules of brand management: Differentiation, innovation and communications | CEIBS.
What are the 3 P's of branding? ›
Whether you're starting out with a new brand or you're looking to define who you are as a business, we recommend defining your 3 P's: Purpose, Promise, and Personality.
What are the 3 C's of its brand? ›
The three Cs are: clarity, consistency, and constancy. Does your brand pass the Three C Test? Strong brands are clear about what they are and what they are not. They understand their unique promise of value.
What does the three C's stand for? ›
In credit the three C's stand for character, capacity and capital. Typically, these factors of credit are used to determine the creditworthiness of a business or an individual before giving them loan.
What is the 3C strategy? ›
This method has you focusing your analysis on the 3C's or strategic triangle: the customers, the competitors and the corporation. By analyzing these three elements, you will be able to find the key success factor (KSF) and create a viable marketing strategy.
What is the 3C concept? ›
Using 3C concept of completeness, correctness, and consistency to ensure that the quality of product is meet the expectation its required.
What are the 3 C's of content marketing? ›
Well, that's where we focus in on the fundamentals of communication as the basis for a checklist to success; we have defined communication as the relevant 3C's – Content, Channel and Context. It's about giving the right communication (3C's) at the right time.
As those eager students head back to school to build their skills in reading, (w)riting and (a)rithmetic, it may be a good time for you to review your own branding 3 Rs. For many organizations, those key metrics are Recognition, Reputation and Recall.
What is the 3 brand rule? ›
The Rule of 3 is a simple yet powerful concept that marketers can leverage to create compelling advertising campaigns. By simplifying communication, enhancing memorability, and creating emotional appeal, this principle allows brands to effectively connect with their target audience and leave a lasting impression.
What are the 3 goals of branding? ›
The 3 main goals of branding for a business are to influence people's associations and feelings about the brand, to create a distinct identity and to build loyalty over time.
What is the rule of three branding? ›
The Rule of 3 is a principle used in brand communication and storytelling that suggests information is more effectively conveyed when presented in groups of three. It is based on the idea that people have a tendency to remember and process information more easily when it is organized in threes.
What are the three points of branding? ›
Branding can simply be broken down into just 3 points; brand Strategy, brand identity and brand marketing.
What are the three keys to branding? ›
Successful branding relies on three crucial elements: strategic positioning, compelling messaging, and impactful visual identity design.
What are the 3 P's of positioning? ›
For breakaway positioning to be effective, the essential P's of marketing must be on the same page. The price, promotion, place and the product must complement the brand's efforts to sway the product's category perception.
What are the three pillars of brand positioning? ›
The 3 Essential "Ps" of Branding for Startups: Positioning, Purpose, and Personality. Every brand is built on a set of foundational pillars - what you do, why you do what you do, and who you are. These are your Brand Positioning, Brand Purpose, and Brand Personality.
What is 3C in strategy? ›
This method has you focusing your analysis on the 3C's or strategic triangle: the customers, the competitors and the corporation. By analyzing these three elements, you will be able to find the key success factor (KSF) and create a viable marketing strategy.
What is the 3 part positioning statement? ›
The positioning statement revolves around 3 key elements – audience, competitors, and the differentiator. Audience: who do you target with your messages and what do they expect/want. Competitors: who are they, what are they doing, why, how, and how well.
