Reason to Believe (RTB)

The proof and reasons why consumers should trust a brand mission, promise, or other emotional appeals. By having strong RTBs, the brand builds its reputation within the market.

Reason to Believe serves a distinct purpose separate from the Unique Selling Proposition (USP). USP, or Unique Selling Proposition, highlights the exceptional qualities that differentiate your product from competitors in the market. Interestingly, many individuals, unbeknownst to themselves, make purchasing decisions based on emotions rather than logical reasoning.

They are driven by irrational motives to buy a product and then seek justifications to validate their choice. Your role as a brand is to provide them with these justifications (Reasons to Believe), making it easier for them to embrace their own self-deception.

Reasons to Believe (RTB) serve as compelling proof that the brand can deliver on its Unique Selling Proposition (USP). Good RTBs are also characterized by their uniqueness and differentiation from others. To maximize brand promotion, it is crucial for companies to meticulously choose a handful of powerful RTBs. When faced with an extensive list of RTBs, an ingenious marketing approach is to consolidate them into a few  unforgettable themes.