Let’s Talk About Brand Benefits and a Reason to Believe (2024)

FAQs

What is an example of a brand reason to believe? ›

RTB statements are short, concise, to-the-point statements that serve as a sound bite to the buyer. Trident gum's “4 out of 5 dentists” is a simple example of an effective RTB. The use of reasons-to-believe can apply to any person, product, service, or business.

The Reason to Believe is the tangible evidence or compelling argument substantiating a brand's promises to its consumers. It serves as the bridge between the brand's messaging and the audience's trust.

Simply put, the reason to believe (RTB) is why your customer should believe you. What makes your claims and promises credible and trustworthy? Your RTB could be anything from your experience in the field, to proven results and testimonials, to products backed by extensive research or science.

Great examples of brands that enjoy brand belief are Nike and Apple. Customers simply buy the latest Nike Air Max's or Jordans even if they have a closet full of trainers – some of which have not been worn at all.

Dettol's focus on making hygiene accessible to all has undoubtedly saved lives across the world. Its brand purpose, 'to create a healthier world built on the foundation of good hygiene', is realised through its work in education, research and innovation in hygiene products and healthy hygiene habits.

The foundational principle is that people “hire” products and services to deliver three basic needs: functional value (e.g., it will save you time), social value (e.g., it will impress your friends), and emotional value (e.g., it will bring you joy).

Functional benefits include what your brand does for your customers – its performance, ease of use, reliability, flexibility, and many other attributes.

Comfort – such as earphones that you barely notice you are using. Convenience – a product or service that saves the customer time or makes things easier, such as grocery delivery. Cost – a product that saves the customer money. The same functional outcome as an alternative, but cheaper.

What is the reason to believe brand promise? ›

Justify your promise

RTB come in two types, emotional and functional. Emotional reasons focus on how an audience will feel fulfilled. Functional reasons present desirable, tangible proof points of the brand's value, such as product features, quality, attitude, influence and uniqueness.

I have often said that their are four types of brand benefits: (1) functional, (2) emotional, (3) experiential and (4) self-expressive. In addition to this there are values that the brand might share with its customers.

It can help you build trust with customers, increase your market share, and drive sales. A strong brand can also improve your company's overall value, attract top talent, and create a sense of unity among your employees.

Consumers want comfort, happiness, and satisfaction in their lives, and they get it in part through the products they buy. If the brands they use consistently deliver a positive experience, consumers form an opinion that the brand is trustworthy, which gives them peace of mind when buying.

RTB Meaning

In the context of brand positioning, RTB stands for Reason-to-Believe. A brand's credibility depends heavily on the links between its benefits and each of its reasons to believe. Weak RTBs translate into a lack of credibility, which hampers the effectiveness of the promise.

For example, in skincare, you might have a product with a unique combination of a certain number of moisturizers. Process or source could be how something is developed or where it comes from. In this case, a consultant has a trademarked workshop process that's unique to them. That would be an example of a process RTB.