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Reasons-to-Believe: What Are Your Proof Points?

When customer hear a claim, they want to see proof. Give customers a reason to believe and they will trust you.
Reasons-to-Believe: What Are Your Proof Points?

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.

The big picture is the general direction. Your vision of the future. Your brand's purpose. You brand promise. Your mission statement.

The meat and bones are your brand attributes, the frame of reference, your target customers and their needs, as well as your corresponding value proposition.

Reasons-to-believe (RTBs) are the lifeblood. They permeate all of the above and fills it with life.

Nike

  • 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.

Stripe's Brand Pyramid in action

This post is an excerpt from my Brand Strategy Workshop 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.

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