The Rule of Three
The Power of Three: Understanding the Rule of 3
The Rule of 3 is a powerful tool in brand communication, helping to craft messages that stick, engage audiences, and convey information effectively.
Glenn Burgess
Glenn Burgess

Glenn P Burgess Author, Speaker - UK's No1 Fintech & SaaS Marketing expert.

The Rule of Three

We all know about the Rule of 3, but how does it make a big difference in how brands and pictures talk to us? How do famous brands use it well? & how can you make it work for you?

The Rule of 3 is a simple idea in brand talk and storytelling. It says that information is easier to understand when it’s given in sets of three. This works because our brains like things in threes – they’re easier to remember and think about.

This idea is used a lot in different types of communication, like ads, speeches, and talks. Let’s see how some big brands use it:

1. Slogans and Taglines:

Lots of famous brands use the Rule of 3 in their catchy phrases to stick in our minds and make us think. Look at these examples:

  • Nike: “Just Do It”
  • McDonald’s: “I’m Lovin’ It”
  • LifeLock: “Lock. Alert. Restore.”

See how they boil down their main idea into three strong words? It makes them easy to remember and connect with the brand.

2. Product Features:

When talking about what a product or service can do, showing them in sets of three can work well. It keeps the message short and clear, which people are more likely to understand.

Take Apple’s ads for the iPhone 11, for example. They focused on three main things:

  • “All-day battery life.
  • A13 Bionic chip.
  • Advanced dual-camera system.”

By keeping it to three important features, Apple tells you clearly why their phone is worth it.

3. Storytelling:

The Rule of 3 is often seen in storytelling, making tales more interesting and easy to remember. In brand talk, it can show what a brand stands for or how a customer’s journey looks. Think about the “Hero’s Journey” we often see in movies and stories:

  • Setup: We meet the hero, learn about their normal life, and see what they want.
  • Confrontation: The hero has to deal with problems and tough stuff.
  • Resolution: The hero beats the problems and gets what they want.

Brands use this three-part idea to make stories that people really get into and remember.

4. Presentations:

In presentations or speeches, using the Rule of 3 can make a big difference. People often split their talk into three main parts, which makes it easier for the audience to follow & remember. Remember how Steve Jobs did it in those famous Apple launches? He’d show off a new product by talking about three big things it could do.

These examples show how brands use the Rule of 3 to make messages stick, get people interested, and share info well. When brands use clear and organised talk, they can really grab attention and make people remember them.

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