In an April post I wrote “To really understand truths you must uncovering proof.” And it is as valid today as it was earlier this year (hee hee.) Yesterday I shared the view that proof, or three proofs and a claim, undergird brand strategy at What’s The Idea?.

Tell a small business owner or multinational board chairman they must organize their product/service offering under one claim and three values and they will feel constrained. “What about the future?” “What if the market changes?” “What about competitors?” To them I say, stop it. America was built — the declaration of independence was built — upon “life, liberty and the pursuit of happiness.” I think we can build a brand on three values.

But the word values, especially in branding, is overused and under-supported. I prefer proof. Proof is foundational. Proof is building material. Proof makes brands tangible. I do discovery around values, but I mine the proof. When you’re talking about things tangible, you can be clear and concise. When you talk about values, it’s easy to be unspecific and verbose.

Proof well told is the key to building brands. Organize that proof and tether it the mother of all claims and you become nearly bulletproof.

Peace.