The Law of Credentials

The Law of Credentials

Hey everyone, welcome to Digital Branding with LEAD, where we bring you valuable information, tips, and opportunities to assist you in building your brand. Today’s topic in relation to digital branding is, “the law of credentials.”

When building your brand, the number claim that takes precedence over every other claim is the claim to authenticity. It is the brand’s credentials.

Credentials are the collateral you put up to guarantee the performance of your brand. When you have the right credentials, your prospect is likely to believe almost anything you say about your brand. Leadership is the most direct way to establish the credentials of a brand. Do you see how everything comes back to leadership?

When you don’t have the leading brand, your best strategy is to create a new category in which you can claim leadership. Many companies run branding programs almost devoid of credentials. Ads that make claims like “tastes great”, “saves money”, etc., are generally ignored since they lack credibility. We usually dismiss it by saying, “That’s what they all say.”

When the benefits, however, are structured around some aspects of a brand’s credentials, they carry much more weight. Never forget leadership. No matter how small the market, don’t get duped into simply selling the benefits of the category early in the branding process. We can’t assume that people know which brand is the leader. Most new prospects have no experience with the category and little knowledge of available brands, so they naturally gravitate to the leading brand.

That’s all we have today on Digital Branding with LEAD. Remember with LEAD it is all about turning your business into a leading brand. Make sure you visit to book a consultation with us and learn how you can grow your brand within the digital world today.