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The 3Cs of a successful brand

A brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.
— Micheal Eisner, Former Disney CEO

Every brand is a player in the Experience Economy — either to deliver experiences tangibly through products/services or intangibly through emotions. To succeed, brands need to establish trust with their key stakeholders. Most companies think they are doing this, but in reality, few do it well and are able make the most of this prized connection.

To establish trust, companies need to foremost invest in a meaningful brand strategy that connects with its audience through the 3Cs of customer interaction:

3C Graphic.jpg

The process is rigourous but payouts are generous. Here are three of our favourite 3C-compliant brands. What are some of yours?

IKEA

The entire IKEA range of products work together like an overarching system. Their Swedish heritage and charm reflects in the choice of colours, visuals, naming and style — all of which reinforces the identity.

Muji

Muji's premise and allure is represented strongly by its reserved design aesthetic and palette. Being committed to solving everyday challenges, they undertake research to fix to everyday problems — and have won over millions of fans in the process.

Pret A Manger

From the walls right down to the packaging, design helps tell stories about Pret's food, coffee and people in ways that are fresh and human. Having won Brand of the Year 2016, Pret A Manger demonstrates how well they listen to their customer base and act on the insights.