Direct answer
A proof-led claims ledger is a working document that ties every public claim to evidence, caveats, owner, and publishing status. It exists to stop vague brand language, reduce legal and reputational risk, and make copywriting faster because the proof is already organised.
If your brand says things like “premium”, “trusted”, “award-winning”, “results-driven”, or “best”, a ledger forces a harder question: what exactly supports that claim, how current is the proof, and how would a reasonable reader interpret it?