Positioning Guide #11

While a brand should have one, and only one, unique brand benefit, it may have many benefit supports.

Benefit supports to some advertising people are called “permissions to believe.”  They are specifics to which marketers can point to make their claim of a brand benefit believable to target end-users.  They may be product features/advantages/benefits, endorsements, testimonials … anything that makes your unique brand benefit believable to your target customers.  Recall from Positioning Guide #7 that you should constrain yourself to only one unique brand benefit; however, you can list as many benefit supports as you wish.

Most marketers find it difficult to constrain themselves to one unique brand benefit.  If something is good, they want to claim it for their brand.  Be disciplined and focus on only one unique brand benefit.  Shift the urge to claim more than one unique brand benefit to your benefit supports and develop compelling supports that make your unique brand benefit believable to your target customers.