Checkpoint 11: How Do You Explain Yourself?
All brand communications should emanate from an internal positioning line, or “trueline.” A trueline is the one true thing you can say about your brand, based on your onliness statement. It must be something that your competitors can’t claim (or won’t), and something that your customers find both valuable and credible. Remember, it’s not what YOU say, but what THEY say, that counts. In a nutshell, your trueline is your value proposition, the reason your brand matters to customers.
An example of a trueline is what people might say about Southwest Airlines: You can fly just about anywhere for less than it costs to drive. Or for Mini: The small car for people who want a fun driving experience. Or for eBay: ...
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