My brand plans contain a call to arms brand promise, atop three business winning proof planks. The planks must support the promise. Separately the planks are business building, together they are business winning – market share winning. This is the organizing principle behind banding and good marketing. It helps define and decide the way forward.
I often say “Marketing is simple. It’s all about claim and proof.” Organized proof. But sometimes brand planks are aspirational — there isn’t a lot of proof yet. In those cases it’s important to share the plank theory as well as the proof, limited though it may be. The theory sets up the plank goals and guides development of how one might productize, develop and pursue the proof. This is especially helpful in a services business.
Claim without proof is why advertising and marketing is often so porous. Claim and proof is how to win. See? Simple. Peace!