In advertising, there’s one part of a creative brief that is very important in convincing your target audience to take the intended action. That is what we call “the reason to believe.” Why should the person care about the product or service you are trying to sell to them? Why choose your brand vs. the other one that may be cheaper and gets the same job done?
The reason to believe is what drives your brand to be more superior than the other one. It’s about the emotions and connections that may come from interacting with your product or causes someone to reminisce on a simpler time. It could be something tangible or abstract.
We all have different reasons to believe in our path forward. Sometimes our reasons change while we’re on the journey. But we always believe that there’s a destination ahead of us. Having faith is what will get us there.