Chapter 2: Adding Some Flavor
What are Reasons to Believe (RTBs) in Brand Marketing?
It’s more prominent in product marketing but nonetheless, another solidifying factor for your employees, your most important asset. Reasons to Believe help set the stage for your culture. It’s the key piece of your “brand promise”.
We didn’t cover brand promise but your mission + vision statement are the internal team’s extension of your brand promise. Down the road, when you create brand positioning, that would be the external extension of your brand promise. The brand personality is the external and internal representation of the brand promise.
As a side note, RTBs or Reasons to Believe, can also apply to certain aspects of your business. For example, if you are an SaaS company with a couple different products, you may have RTBs for each product and the brand as a whole.
Ford F-150 RTB
Highest EPA-estimated fuel economy ratings of any full-size gasoline powered pick-up on the market
QuickBooks
4 million business run on QuickBooks
The main question your RTBs should answer…
Why should people believe in us?
You’re going to pull on your differentiators, data points, or any stories that tug on the heart strings. A lot of local companies will use their founder's “come up” story as the RTB.
This image is from a LinkedIn article published in 2016 by Graham Robertson and is my winning secret to creating RTBs.
You’ll need to ask yourself each of these questions and likely go outside of your company to perform additional research.
Quick Tips for Your RTBs
Don’t make any more than three unless you’re creating them for different products or sectors of your company.
Avoid jargon.