Claims handling

What is claim handling?

The Claims handling is a strategic process for formulating a concise core message – the claim – which summarises a brand’s identity, values and unique selling point in just a few words. The aim is to create a lasting and recognisable message that becomes firmly embedded in the target audience’s consciousness and clearly distinguishes the brand from its competitors.

A brand proposition is more than just an advertising slogan; it is the verbal hallmark of the brand strategy. Whilst a slogan is often campaign-specific and temporary, a brand proposition is characterised by its longevity and universal applicability across the entire brand.

Why is a strategically developed slogan crucial?

In saturated markets, where consumers are bombarded with a flood of advertising messages, differentiation is no longer an advantage but a necessity. A professionally developed slogan fulfils several key functions in this regard:

• Building a sense of identity: It distils the brand identity down to an easily understandable core. This not only creates brand recognition externally, but also provides clear guidance to all staff internally.

• Emotional resonance: An effective slogan not only appeals to the intellect, but also creates an emotional connection. It conveys a feeling or attitude with which customers can identify (e.g. Nike’s ‘Just Do It’, which embodies a proactive approach to life).

• Competitive differentiation: It clearly positions the brand and highlights what makes it unique. Without a clear tagline, a brand often remains interchangeable and generic.

• Increasing brand recall: A concise and memorable slogan increases the likelihood that consumers will remember the brand at the crucial moment.

The process of claim development: from analysis to formulation

Developing a tagline is not merely a creative exercise, but a structured process based on in-depth analysis. Typical mistakes, such as devising a tagline in a vacuum without any strategic basis, often result in meaningless or interchangeable phrases.

A tried-and-tested process comprises the following steps:

1. Brand analysis (brand audit): First of all, the brand’s core values, vision, mission and positioning are analysed in detail. What is the brand’s core? What promise does the brand make to its customers?

2. Target audience and competitive analysis: Who is the claim intended to appeal to? What are the target group’s needs, desires and pain points? At the same time, we analyse how competitors position themselves and what messages they communicate, in order to ensure a clear differentiation.

3. Definition of the key message: Based on the analyses, the key message that the slogan is intended to convey is defined. Should it convey innovation, safety, simplicity or a particular lifestyle?

4. Creative phase and text development: During this phase, various linguistic approaches are developed. Different stylistic devices, such as metaphors, alliteration and wordplay, are tried out in order to convey the core message as effectively as possible.

5. Testing and selection: The proposals put forward will be assessed on the basis of pre-defined criteria:

• Conciseness: Is the slogan short and easy to understand?

• Uniqueness: Does it stand out from the competition?

• Relevance: Does it appeal to the target audience?

• Credibility: Does it genuinely reflect the brand and its products/services?

• Durability: Is it timeless enough to stand the test of time?

• Legal protectability: Can the slogan be registered as a trade mark?

The impact of a major claim on the company

Investing in professional claims handling pays off in several ways and has an impact on measurable business indicators:

• Marketing and Communication: A strong tagline serves as a common thread running through all marketing activities. It simplifies the creation of promotional materials and ensures a consistent brand message across all channels – from the website and social media campaigns right through to print adverts. This can lead to greater Click-through rate (CTR) lead to digital adverts and improved campaign performance.

• Brand perception and value: A catchy slogan plays a key role in building brand awareness and a positive brand image. A brand that clearly communicates what it stands for is perceived as more trustworthy and valuable.

• Customer loyalty: By evoking an emotional response, a slogan creates a deeper connection to the brand. Customers do not simply buy a product; they identify with the values conveyed by the slogan. This fosters loyalty and reduces price sensitivity.

Conclusion: A claim is not a matter of chance, but a strategic asset

Claim development is a strategic discipline that goes far beyond simply writing a nice sentence. A professionally developed slogan is the result of an in-depth analysis of the brand, the market and the target audience. It is a crucial tool for gaining visibility in a world overwhelmed by stimuli, for building an emotional connection and for setting oneself apart from the competition in the long term. Companies that recognise the importance of this process and invest in it lay the foundations for a memorable and commercially successful brand presence.