The Reason to Believe provides proof that the brand delivers the benefits that it promises to deliver, that benefits are true and credible.

The reason to believe can include:

• Technical reasons to believe/superiority claims (e.g. 30% faster, or;
• Functional benefits that help prove the emotional brand benefit (e.g. provides superior coverage)

Each benefit will not necessarily have a separate and distinct reason to believe, but the reason to believe collectively should prove to the consumer that the brand does, indeed, deliver its benefits as claimed.

Also referred to as “Brand Proof Points,” “Proof Points,” or “Support”

Criteria for evaluating Reasons to Believe/Proof Points:

• Does it provide a chain of evidence for your key benefit?
• Is every link substantiated?
• Does it state simply the reason WHY the benefit is true?
• Does it cement the link between your product and your key benefit in the mind of your target?

  brand – what is it?
  positioning statement
  point of difference
  pain point
  target audience
  frame of reference
  essence defined
  portfolio architecture
  commoditization