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.
Here is my take on the 3 Rs of branding, especially when it comes to developing and evaluating customer-focused brand executions:
- 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?
- 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?
- 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.
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.
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.
Do you have your own 3 Rs for executing your brand? I’d love to hear about it.
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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For many organizations, those key metrics are Recognition, Reputation and Recall.What is research method of branding? ›
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October is “3Rs (Reduce, Reuse and Recycle) Promotion Month”!What are the 3 R's important principles in? ›
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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? ›
- Look for emotional and rational responses. ...
- Don't start with assumptions or bring your own views to brand research. ...
- Think of the best presentation methods. ...
- There is no one way to create the perfect brand research strategy.
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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.
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? ›
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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? ›
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- 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!