Defining Services: Reason to Believe

Adriana Lima, W Magazine

The formidable Reason to Believe.

While technically simple (problem/aspiration + how your brand solves for this = how this benefits your consumer), crafting a succinct and direct yet nuanced Reason to Believe can seem like an insurmountable hill to climb. But having the clearest, most unfluffed, can’t-be-questioned way to define your brand, what it does, and how it differentiates is critical.

We recently had the opportunity to craft and revitalize brand strategy for a notable skincare company. Developing their foundational Reason to Believe was the core of our work and fundamentally guided the rest of our brand strategy development. It guaranteed that the brand’s identity, positioning, mission, vision, and future campaigns would resonate with its audience and propel brand loyalty. 

What’s our recipe?

*Authenticity - Ensuring the Reason to Believe is genuine, solves a real problem, aligns with brand values, and resonates with your tried-and-true audience experience.

*Proof - Your Reason to Believe serves as indisputable proof that you deliver on your promise. Incorporating incontestable evidence into your RTB bolsters your brand’s credibility.

*Emotion - An unforgettable Reason to Believe is born from an emotional connection with your audience. Acting as a bridge between your brand messaging and the audience’s trust, your Reason to Believe must have emotional appeal.

*Consistency - A potent Reason to Believe acts as a north star. Ensuring consistency between your RTB, your brand architecture, and your ongoing messaging strategy is crucial.

Is your Reason to Believe the most succinct, direct definition of your brand and what it does? Are you struggling with crafting a Reason to Believe that defines your brand’s primary differentiation in the tightest possible way? If so, reach out. We’d love to guide you.