The 3 Rs of Branding - Vernon Research Group (2023)

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. While these are often critical goals from a brand’s perspective and excellent metrics to use in measuring an ad campaign, I believe it is always smarter to think about what is most compelling from your customers’ perspectives.The 3 Rs of Branding - Vernon Research Group (1)


Here is my take on the 3 Rs of branding, especially when it comes to developing and evaluating customer-focused brand executions:

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  1. Real. Does it fit with what customers know about the brand? Can they quickly and easily understand the message? Does the message have credibility? Can it be believed and trusted?
  2. Relevant. Does it speak to a customer need or interest? Is the tone and delivery authentic? Does it tap into a truth – a fact, a feeling, an experience that your customers know in their core?
  3. Refreshing. Does it present the brand or message in a new and interesting way? Is it something people might talk about or share? Does it spark a strong emotional response?

Your engagement with customers and prospects will reveal what you need to know to make sure your executions are real and relevant. Use your social media, sales calls, website analytics, market research and other data and customer connections to deeply understand their needs, values and life experiences. Insights should come from all areas of your organization, not just marketing.

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Understanding your customers is key. But it is also important to understand your competitive environment and how your customers perceive all of their options. Make sure you are regularly monitoring your market and the competition, especially their brand positions and messages.

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Then unleash the creativity of your staff or marketing partners to develop standout refreshing ideas! Don’t take the conservative approach and do the same old thing you have always done. But also don’t execute on something different just for novelty’s sake – make sure it is real and relevant, too.

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Do you have your own 3 Rs for executing your brand? I’d love to hear about it.

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Vernon Research Group can help you gain the insights you need to excel at branding’s 3Rs. Contact us to learn more about your research or insights options. Or, for more information about your market research options,you can download our free eBook,How Much Does Market Research Cost?

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The 3 Rs of Branding - Vernon Research Group (2)

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The 3 Rs of Branding - Vernon Research Group? ›

The Three R's of Branding: Relevance, Resonance and Relationships.

What are the 3 R's of branding? ›

For many organizations, those key metrics are Recognition, Reputation and Recall.

What is research method of branding? ›

What is Brand Research? Brand research is a process of formal data collection and empirical analysis that explores both your reputation and your visibility to help you better understand the marketplace and your firm's role in it.

What do the 3 R's stand for? ›

October is “3Rs (Reduce, Reuse and Recycle) Promotion Month”!

What are the 3 R's important principles in? ›

The Three Rs principle was launched in the early 1960s by two English biologists, Russel and Burch in their book “The Principle of Humane Experimental Technique”. The 3 Rs stand for Replacement, Reduction and Refinement. Replacement alternatives refer to methods which avoid or replace the use of animals.

What are three branding strategies approach? ›

The three brand strategies commonly used amongst large firms for deciding which products will contribute to which brand names are Multi-product Branding, Multi-branding, and Private Branding.

What are the 4 steps of the branding process describe in detail? ›

Determine your target audience. Position your product and business. Define your company's personality. Choose a logo and slogan.

How to do brand strategy research? ›

You can often find that by asking simple questions people open up and explain in greater detail.
  1. Look for emotional and rational responses. ...
  2. Don't start with assumptions or bring your own views to brand research. ...
  3. Think of the best presentation methods. ...
  4. There is no one way to create the perfect brand research strategy.

Which of the 3 R's is most effective? ›

Reducing is the most effective of the three R's. The second most effective strategy for environmental stewardship is to reuse. Before throwing something in the garbage, it helps to think about how that item might be reused.

Who came up with the 3 R's? ›

The 3Rs: Replacement, Reduction and Refinement, formulated by William Russell and Rex Burch, have become synonymous with the measures to improve the welfare of animals used in research and are now used as an ethical framework for improving laboratory animal welfare throughout the world.

Why was the 3 R's created? ›

The principles of the 3Rs (Replacement, Reduction and Refinement) were developed over 50 years ago providing a framework for performing more humane animal research.

What are the 3 C's of branding marketing? ›

The 3 Cs of Brand Development: Customer, Company, and Competitors.

What is trinity of brand strategy? ›

As a result, Value Proposition, Brand Identity and Positioning are all essential components of a comprehensive brand platform.

What are the 4 R's of branding? ›

The 4 key aspects of retail marketing are the relationship with the client, relevance, reward and the reduction of costs.

What are the 4 C's of branding? ›

The 4 C's of Marketing are Customer, Cost, Convenience, and Communication. These 4 C's determine whether a company is likely to succeed or fail in the long run. The customer is the heart of any marketing strategy.

What are the 4 Ps of branding? ›

And from that definition, it was derived that marketing is rooted in four core areas: price, promotion, place and product, also known as “the four P's of marketing.”

What is the basic strategy of branding? ›

Focus on who your customer is (their identity), what they want (their goals), and how they behave and belong in the community. Figure that out first, and then align your brand with your customer. Reduce complexity, increase simplicity, and strive for clarity. That's what brand strategy is all about.

What are the 3ps of branding and marketing? ›

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 major strategies for branding a product? ›

The three brand strategies commonly used amongst large firms for deciding which products will contribute to which brand names are Multi-product Branding, Multi-branding, and Private Branding.

What are the 3 C's of branding clarity? ›

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 3Ps in the 3P framework? ›

The 3Ps. The “3P” paradigm—prosecution, protection, and prevention—continues to serve as the fundamental framework used around the world to combat human trafficking.

What are the 3Ps in quality management? ›

The “3 P's” of TQM (Total Quality Management) are People, Process and Product. When looking at any business, we can apply this methodology to help identify areas for improvement and change.

What are the 3 C's? ›

  • Decision-Making Handout.
  • Youth Advisory Council.
  • Types of Decision-Making.
  • The 3 C's of Decision-Making.
  • Clarify= Clearly identify the decision to be made or the problem to be solved.
  • Consider=Think about the possible choices and what would happen for each choice.
  • Choose=Choose the best choice!


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