Several years ago, I was helping a health care system reposition its brand. After rigorous research, we discovered that their unique presence of a level one trauma center in the rural communities that they served signaled that they were uniquely set up to handle the toughest and most complex medical situations. This together with some other proof points would lead potential patients to believe that they were the best health care system to use to handle any medical problem ultimately leading to the greatest peace of mind. As a logical extension of this, patients should choose this health care system first every time rather than choosing it only for the most difficult medical situations. We tied the most important patient benefits together with their proof points and reasons to believe.
But here was the big 'aha' in our whole repositioning effort. The most important proof point related to the level one trauma center proof point was their two heavily branded Medevac helicopters that were often seen flying around the area. In your efforts to position or reposition a brand don't forget to identify the critical brand benefit cues or triggers that have the greatest potential to reinforce the brand's unique promise.
Here is another blog post I have written on the topic of brand triggers.