Yesterday I wrote that the “proofs” from my brand strategy framework are like results in the OKR (Objective and Key Results) school of management. See post here. Claim and proof are my thing; it’s what makes What’s The Idea? different from all the other brand strategy shops.
Proofs are evidence. Tangible things that explain a brand claim.
Proof helps me reverse engineer the claim. But it assumes the business has been around a while. You can’t really be a start-up. Ish. During discovery, mining proof to determine the key claim of a product is a backward-looking pursuit. Yet the beauty of this approach is, once configured, the strategy looks forward. It helps in decision making and productizing for the future. Why? Because the claim and proof array is alive. And it is the day job of the brand manager (and every other employee) is to invent new proofs to support the claim. Daily.
Lots of brand planners are rearview mirror planners. It’s best to also look beyond the dashboard. And encourage every stakeholder to do the same.
It’s a total branding approach.