Reasons-to-believe
Articulating what the fundamental truths and supporting factors are that make this Brand Definition right and true for your brand.
Look at your completed Worksheet (which will have your input from Step 3) and review what you wrote – have you captured all your Reasons-to-believe?
To remind you here are the guidance notes about Reasons-to-believe:
Your Brand Definition must be based in truth otherwise it will not work. Brand definition is not mere hyperbole but is a crafted and thoughtful expression of what makes your company different and special.
Underpinning your Brand Definition are what are called ‘fundamental truths’ – these are factors about your organisation that have allowed you to say what you have said. Many will be in existence already but some may be things that you are planning to introduce to ensure you can deliver your Vision. They can relate to any aspect of your brand or organisation – how you behave, what you do, what you have achieved, your processes, your people, your training levels, languages spoken, awards you may have won and so on.
Look back over the work you have already done including your strengths, your offer to your target audience and how you want to do things differently from the competition. The truths about your brand are why you can say these things and what has driven your Vision, Mission, Values and Proposition.
Create a long list before reviewing it and cutting it down.
Fill in the Reasons-to-believe section in Worksheet 3.
NB Reasons-to-believe will help form the basis of your key messages. They are the supports that make sure you are on the right track and will help you to promote your difference. As time goes on you will no doubt be able to add more.
The strongest brands all start with clarity — regardless of size.
The strongest brands all start with clarity — regardless of size.
