What is a claim?

What does it mean

A claim, often referred to as a slogan, is a short and concise text that expresses the main idea or message of a brand. It is a phrase that summarizes the values, vision, or advantage of a product or service, and at the same time serves to better remember the brand. A claim is usually part of advertising campaigns, visual identity, or marketing communication, and its goal is to quickly capture attention and leave a strong impression in the minds of customers.

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An effective claim should be simple, memorable, and clearly communicate the essence of the brand or product.

There are several basic characteristics that a good claim should meet:

• Clarity and Conciseness: The claim should be short and easily understandable. The goal is for the customer to immediately know what the company offers or what benefits they gain.

• Memorability: A claim is successful when it "engraves" itself into the customers' memory and automatically associates with the brand. Therefore, simple words, rhythm, or rhymes are often used to make the phrase as catchy as possible.

• Uniqueness: The claim should differentiate the brand from the competition and reflect its specific advantage or value. The aim is to highlight what makes the company or product exceptional.

• Emotional Charge: Many successful claims appeal to customers' emotions. It can be a feeling of joy, trust, security, or a desire for something better. A claim has the power to leave an emotional impression that strengthens the relationship with the customer.

Why is a claim important?

A claim is a key element of brand communication. It helps the company quickly and effectively convey its message to a wide audience. When a claim is well-designed, it can become a significant tool for building brand awareness and its values. Additionally, a claim can serve as an element that strengthens customer loyalty. If customers believe in the claim and identify with its message, they are more willing to choose the brand repeatedly.

How to create a good claim?

Creating an effective claim requires a thorough understanding of the brand's identity, target audience, and the main competitive advantage of the product. The claim should reflect the key value the company offers and should be simple enough to be easily remembered. A good claim arises from strategic planning and often goes through several iterations before the company finds the right one that fully captures its character.

Examples of successful claims

Many world-renowned brands are associated with their claims, which have become iconic. For example, Nike with its claim "Just Do It" communicates determination and the desire to surpass oneself. McDonald's with the claim "I'm lovin' it" creates a feeling of joy and satisfaction from food. These claims are simple yet significantly contribute to brand recognition.

A claim is a powerful marketing tool that can add value to a brand and create a lasting impression in the eyes of customers. A well-formulated claim can be the difference between whether customers remember the brand and return to it or not.