If You Say It, You Need to Back It Up

A good brand promise means nothing without evidence.
Proof points validate your value pillars. Differentiators explain why you’re not just another option. Both are essential to turning awareness into trust and trust into action—especially in competitive or crowded markets.

Why it's Important

Makes your brand believable, not just aspirational
Sets you apart from competitors in meaningful ways
Gives your sales and marketing teams persuasive content
Helps overcome skepticism from customers or investors
Reinforces consistency across messaging and product experience

How to Implement

Review your value pillars and positioning
Identify 2 to 4 key differentiators that matter most to your audience
Focus on benefits customers can feel or measure, not features alone
For each differentiator, list proof points, specific facts, features, or outcomes
Examples: case studies, customer quotes, metrics, awards, certifications
Use the formula:
“We’re different because [differentiator], and here’s why [proof point].”
Validate that your differentiators are truly unique and hard to copy
Train your team to use these in pitches, demos, and onboarding
Keep them updated as your product, traction, or market position evolves
Integrate into landing pages, decks, investor materials, and sales content

How You Know You Got It Right

Prospects repeat your differentiators back to you
Your sales team uses them confidently to close deals
Customers reference your proof points in testimonials or referrals
Competitors can’t easily replicate your strengths
Your website clearly shows why you're not just another tool
Your brand story feels grounded in reality, not fluff
Investors cite your traction and value as key reasons for interest

Real-World Examples

Webflow

Differentiator: Full design control without code

Proof Point: 3M+ users and major brands like Dell and TED use it to design production-grade sites

Airtable

Differentiator: The power of a database with the simplicity of a spreadsheet

Proof Point: 400,000+ organizations use Airtable to build custom workflows

Loom

Differentiator: Async communication for speed and clarity

Proof Point: 200,000+ businesses using Loom to reduce meeting volume and increase productivity

Make It Better

Focus on what your customer actually values, not just what’s novel
Use metrics and stories together—emotion plus logic converts best
Keep a library of updated proof points your team can access anytime
Use language your audience already believes and understands
Validate differentiators through real customer interviews and lost-deal analysis

Don't Make These Mistakes

Using vague claims like “best-in-class” with no backup
Listing features without explaining why they matter
Choosing differentiators that are easy to replicate
Relying on vanity metrics without clear impact
Making your proof hard to find or overly technical