In a nutshell, my framework for brand strategy can be described as “one claims and three proof planks.” What’s a proof plank? It’s a series of like-minded examples or proofs. Tangible, intelligible evidence. If I make a claim I am strong, proof of that claim is me picking up 300 pounds. When a restaurant says the food tastes good, you trot out the James Beard Award of its chef. A proof plank is tied inexorably to the brand claim and contains a list of proofs.
This is where most brand building falls down. Lack of proof.
Many brand nerds will tell you that brand success lies in understanding and promoting brand “Values” and/or “Attributes.” Values and attributes are the false Gods of branding. They sound good in meetings. Present well in analytics presentations. They are even measurable for infatuated data heads. Don’t get me wrong, I’ve build brands by doting on research report attributes. But the fastest way to positive attribute movement is through proof. The advertising business is infected with copy that is insubstantial. Copy filled with sing-songy value blather. Filled with empty adjectives.
Stick to proof, find your claim and proof array, and then you will have a real marketing job.