Claim development in marketing
The key to successful brand communication
by Sarah Günther
29.10.2024
Brand communication plays a central role in marketing. An important element of this is the claim, which is often decisive for the perception of a brand and its positioning on the market. In this blog article, we, as an agency for branding and design, explain what a claim is in the marketing world, why claim development is crucial for brand success, and provide practical tips for creating a convincing claim. We also highlight successful examples, the importance of claims in brand communication and present best practices and pitfalls to be aware of when developing a claim.
What is a claim?
A claim is a short, concise slogan or statement that communicates the central promise, values or benefits of a brand. It often accompanies the brand logo and is at the centre of advertising and communication. The claim summarises the essence of the brand in a few words and leaves a lasting impression on the audience. A good claim is easy to remember, speaks directly to the target group and conveys the brand’s core message.
A classic example is Nike’s claim ‘Just Do It’. This claim not only conveys a message, but also an attitude to life that is closely linked to the Nike brand: motivation, self-conquest and sporting success.
As a Branding agency, we are at your side and work with you to develop the perfect claim to attract the right customers.
Why is the right claim development so essential?
- Recognisability: A concise claim remains in the memory and can make the brand unmistakable.
- Differentiation: It helps to set the brand apart from competitors and emphasise its uniqueness.
- Brand identity: A claim reflects the values and character of the brand.
- Trust: A good claim can strengthen credibility and trust in the brand.
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Tips for developing a convincing claim
- Simplicity: A claim should be clear, understandable and easy to remember. Avoid overly long or complicated formulations.
- Uniqueness: The claim should emphasise what makes your brand special and set it apart from the competition.
- Emotional appeal: Emotions are the key to an unforgettable claim. It should evoke positive feelings such as joy, motivation or trust.
- Emphasise customer benefits: The claim should clearly communicate the benefits or promise of the brand.
- Long-term perspective: A claim should not just focus on short-term trends, but should work in the long term and convey the brand values.
Examples of successful claim developments
Red Bull – „Red Bull gives you wings”: this slogan has contributed significantly to the global success of the brand. It humorously conveys the energy and performance boost that the drink promises and is therefore firmly anchored in the minds of consumers.
Apple – „Think Different”: This claim emphasises the uniqueness and innovation of the brand and appeals to creative and visionary minds.
L’Oréal – ‘Because I’m worth it’: A slogan aimed at the self-esteem and self-confidence of the target group and appeals to them emotionally.
Haribo – ‘Haribo makes children happy and adults too’: The claim is simple, recognisable and evokes positive emotions. It appeals to both children and adults, which perfectly reflects the brand’s target group.
These examples show how a claim is not just a slogan, but becomes an essential part of the brand identity. We are your agency for claim development. Please feel free to contact us!
The importance of claims in brand communication
In modern brand communication, a claim is far more than just an advertising slogan. It is a strategic tool for communicating the brand’s values, personality and promise in a compact form. The claim is often used in adverts, on websites, in social media and in many other touchpoints with the customer. It helps to position the brand consistently and uniformly and to create a clear brand image.
How to create a memorable claim
- Target group analysis: Understand the needs and wishes of your target group. What motivates them? What problems do they want to see solved?
- Brand analysis: What are the core values of your brand? What makes it unique?
- Competitor analysis: What claims do your competitors use? What gap can you fill with your claim?
- Brainstorming and creativity: Develop different ideas, experiment with words and formulations. Also use emotional and unexpected elements.
- Testing: Before deciding on a claim, test different versions with your target group to ensure that it is well received.
Claim-Entwicklung: Do’s & Don’ts
- Consistency: The claim should fit in with the overall brand strategy and be used consistently in all communication channels.
- Flexibility: A good claim can also be integrated into different contexts and campaigns.
- Testing for internationality: If your brand operates internationally, you should ensure that the claim also works in other languages and cultures.
- Too generic: A claim that is too general or interchangeable will hardly be remembered.
- Complexity: A claim that is complicated or difficult to understand is unlikely to achieve the desired effect.
- Imitating trends: Claims that focus too much on short-term trends can quickly become outdated.
Conclusion
A well-developed claim can make the difference between a successful brand and one that is barely recognisable.
It is a central component of the brand identity and should be developed carefully and strategically. With the right tips, a clear focus on the target group and unique positioning, a claim can have a lasting impact on a brand’s image and significantly strengthen its communication.
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