Iain McInnes of WeBuildBrands explores the rationale that the number three is so prolific and important in all aspects of strategic marketing, branding and corporate communications…

There are many aspects in life that involve the number three, from the triple jump in athletics, demands of an ironman triathlon, to featuring in ‘The Magic Number,’ a defining 1990 single by hip hop trio, De La Soul.

But certainly, more pertinent, is the number’s relationship to marketing in the form of strategic marketing, branding strategies, and corporate communications.

Objectives, strategies and tactics

Separating elements of the marketing planning process into threes helps focus the mind on building an effective plan that can be implemented, measured and adapted according to needs and changing market dynamics. The defining of objectives, building of strategies and the implementation of tactical campaigns, underpins all marketing.

This is where marketing agencies are often defined, in their ability to understand and embrace the commercial reality of a brand through this process. The brand is your company’s promise, it’s what you stand for, what you believe in and what your customers say about you when you leave the room.

A strong, considered brand enables you to engage with diverse audiences on different levels and you must ensure your message is clear, meaningful and consistently delivered. Managed well, it can change customer perception and build long-term relationships and yet must integrate with other business process.

Whether it’s advertising, packaging design, printed literature, or social media there’s an opportunity to inject personality into any brand by blending intelligent positioning with impressive creative. From start-ups to household names, the goal is to create stronger brands and better businesses for today and tomorrow.

Think, create and communicate

Think, create and communicate is very much the mantra of WeBuildBrands and like all the other ‘threes’ identified in this column, has been proven to help deliver impressive commercial returns for clients. The vast majority in our portfolio are either market leaders, or fast growing in their sector, a testament to the way in which we deliver powerful and influential campaigns for the long-term.

With a considerable understanding of the market, we can accurately analyse competitors in terms of their position and ensure that client campaigns stand out, elevate the brand and deliver profit and growth. It is often the most exacting detail that can make a difference, whether that’s just a few words or a carefully positioned graphic and these elements come to fruition during the creative process.

Without a plan in place there is no direction and no way in which to map out the months and years ahead. With clearly defined objectives, carefully thoughout strategies and polished tactical campaigns, brands can be catapulted to the dizzy heights of success.

Our team of three

WeBuildBrands is a team of three including Wayne Leith and Amaris Grey and supporting this we have a further team of three part-timers too. While the creation of a structured and objective led campaign doesn’t necessarily guarantee success, it is the way in which it is delivered and implemented that will do that with aplomb and we have proven this time and again.

Brands can be communicated through PR, newsletters, thought leadership articles, social content, blog copy for websites or even by means of distribution to an entire media database of bloggers and journalists. Each of these elements have a role to play in building brands and their considerable success and it has also been a fundamental part of our DNA to think outside the confines of the glass and glazing industry too.

Collectively, we have shaped and delivered some of the most successful marketing campaigns in this industry over the last decade. Our collaborative working and adoption of marketing’s magic number has helped ignite greater commercial returns for clients, as the success of Endurance Doors, Kömmerling and Unique Window Systems has shown for example.