This is important to understand where your product fits in the market place and how to speak to your customer through your funnels and marketing.

There are 3 components to the Brand Belief Statement…

1. What is the OPPORTUNITY? What is the solution you are bringing to the market?
2. What is the biggest customer DESIRE?
3. What is your UNIQUE MECHANISM?

Let’s take Invisalign as an example…

1. The opportunity for you to align your teeth without braces.
2. The desire is to get the smile you always wanted without disrupting your life.
3. The unique mechanism is the Invisalign proprietary technology.

Invisalign’s statement could be:

Aligning your teeth without ugly braces is how you get the smile you want without disrupting your daily life, and it's achievable only through the Invisalign proprietary technology.

Or the P90X workout program…

1. The opportunity is helping you to avoid the plateau effect when it comes to making gains.
2. The desire is building muscle quickly.
3. The unique mechanism is the P90X Muscle Confusion training principle.

The belief statement for P90X could be:

The key to building muscle is to avoid the plateau effect, and this is only achievable through the P90-X “muscle confusion” system.

Define your own Belief Statement

What is the opportunity you are offering the market?

What solution are you offering your customers? What makes it unique?

What is your customer’s key desire?

What do they want more than anything else?