Trust builds over time.
When customer hear a claim, they want to see proof.
Give customers a reason to believe and they will trust you.
Reasons-to-Believe: Feature-level Communication
As a brand you want to paint the full picture.
Reasons-to-believe (RTBs) are the lifeblood. They permeate all of the above and fills it with life.
- Customer Need: I want to work out. I might need running shoes.
- Value Proposition (strong): We enable you to become the best athlete you can be. Here are our running shoes - designed to the exact specifications of the world's best athletes. Just do it.
- Reasons-to-Believe: [a] research and distribution collaborations with world-class athletes, [b] focus on material science, [c] regular updates to product lines to stay ahead of the curve.
RTBs are the bullet points to back up your value proposition.
Bottomline: Your Brand Should be Aligned from Top-to-Bottom
Brands are built through consistency.
Remain consistent by using a Brand Pyramid.
This post is an excerpt from my online course Fundamentals of Brand Strategy where you learn how to build successful brands.
The self-paced online course contains 5 hours of video material and teaches you how to use the Brand Pyramid.Learn the Fundamentals of Brand Strategy 🧰
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Short Excerpts from the Course
These posts are short snippets of the course curriculum 👇
- A Pragmatic Look at Branding: What Is a Brand?
- Touchpoints and Brand Strategy: How do We Build Associations?
- Positioning and Differentiation: How to Stand Out as a Brand?
- Brand Vision: What Is the World That Could Be?
- Brand Purpose: Why Bother?
- Brand Promise: How to Communicate in One Statement?
- Mission Statement: How Do You Do It?
- Brand Attributes: How Does the Brand Present Itself?
- Frame of Reference: Where Is the Brand Placed?
- Target Customer: Who Is Your Audience?
- Customer Need: What Is Their Real Job-to-be-Done?
- Value Proposition: What Are You Offering?
- Reasons-to-Believe: What Are Your Proof Points?