Proof points are one of the four elements of a classic brand positioning, and are important for making points of difference believable. They provide credibility and support for the Key Points of Difference. They are sometimes referred to as Reasons to Believe or Claims.
Proof points can encompass a variety of ideas:
- Proof of performance
- Case studies and testimonials
- Patents or other Intellectual Property
- Evidence of leadership
- Customer ratings or feedback
This is just a partial list. Some proof points are less tangible, such as heritage or reputation for design and innovation.