The Three Cs of Branding

by William Arruda

Published on May 20, 2003

Tags: Brand Equity, Brand Positioning, Branding

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.

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William Arruda is founder of Reach Personal Branding, author of Career Distinction, and curator at Personal Branding TV, a premier multi-media resource for professionals interested in building their personal brand.

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