Finding the proof points for your brand.

What makes a company unique? What makes a brand stand apart from the others? In discussing brand positioning, flesh out a product's or service's attributes -- the features or functions that make it all work.

Some marketers like to call this the USP or unique selling proposition. Other marketing gurus refer to it as the reason to believe or RTB. But to put it in simple words, this is the proof needed to substantiate the claims made for a company or brand.

Let’s take an example, you may have a claim that no other brands can make something as the fact that your product helps lower cholesterol 10 percent. Maybe your product's brand has been the subject of more clinical studies or maybe it has been on the market for a longer period than others. A proof point can also be related to a unique ingredient or methodology like “¼ moisturizing cream” from Dove.

Whatever it is that you want your brand to be identified for make sure that you own it. In any category, products tend to have very similar functional features and benefits. Which makes it extremely hard to position and differentiate a product on facts alone. This is why an effective positioning statement should appeal to the emotional side as well.

Be creative while making a proof point. That's what the whole positioning exercise is about. Don’t just say your product is made from all-natural ingredients, or all Indian raw material. That’s not going to help you in positioning or differentiating the brand in any manner. Rather you should explain the process by which you search and curate the product's natural -ingredients and how you've uniquely blended them together. Now you're on your way to make your brand stand apart from all the other brands in its category.

And it's not enough to say that you have studies to back your claims. Elaboration on how the studies were uniquely conducted to shed light on the product's proprietary formula is required to make it work more effectively. Stay factual and accurate to what’s true and ethical. But at the same time highlight the features that make your product unique and that only you can claim.

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