Tagline & Slogan

A brand claim is the linguistic distillation of the brand strategy. It is not merely a creative idea, but the essence of identity, attitude and value proposition, condensed into a single, pithy sentence. Whilst a slogan is often tied to short-term campaigns, the brand claim serves as a long-term guiding principle. It defines the brand’s role in customers’ lives and secures its positioning amongst the competition. An excellent brand claim needs no explanation – it has an immediate, intuitive and lasting impact.

The strategic value: Why a slogan is indispensable

In a market characterised by interchangeability, the slogan serves as a communicative anchor. It transforms abstract brand values into a tangible message.

• Building a sense of identity: It gives the brand a clear voice and makes its stance unmistakable.

• Recognition: A slogan used consistently sticks in the memory and becomes synonymous with the brand promise.

• Emotional impact: It combines rational product features with emotional appeal, thereby creating a deeper connection with the target audience.

• Internal orientation: Internally, too, it serves as a guiding principle for staff by articulating the shared goal in just a few words.

Methods of claim development

The development of a slogan follows strategic patterns. Depending on the brand’s objectives, there are various approaches that can be taken to convey the core message.

Focus on benefits

The slogan focuses on the direct added value for the customer. It promises a specific result or a solution to a problem.

• Example: “Red Bull gives you wings.” (A promise of energy and performance)

Posture-based

Here, it is not the product but the brand’s philosophy and mindset that are communicated. This approach is particularly well suited to brands that want to transform markets.

• Example: “Think different.” – Apple (A manifesto for innovation and non-conformism)

Emotional charge

The focus is on the feeling the brand evokes in the customer. It reinforces the user’s self-image.

• Example: “Because I’m worth it.” – L’Oréal (an appeal to self-worth and treating oneself)

Differentiation & Exclusivity

The slogan clearly sets the brand apart from the competition and claims a leading position or uniqueness.

• Example: “The real thing.” – Warsteiner (a claim to authenticity and quality)

Target audience focus

The brand appeals directly to its ideal target audience and defines itself in terms of that audience’s needs and identity.

• Example: “Designed for drivers.” – Porsche (Focus on the driving experience for enthusiasts)

Visionary Meaning-Making

The slogan articulates an overarching social mission.

• Example: “Creating a better everyday life for the many people.” – IKEA (Democratisation of design)

The interface: claim and brand purpose

Claims and purpose are often confused, but they fulfil different strategic functions.

• The Brand Purpose describes the company’s ‘why’ – its core purpose and the positive contribution it makes to the world. It is often formulated internally and serves as a strategic guiding principle.

• The slogan is the external translation serving this purpose. It must be effective as advertising, easy to remember and sell products.

Strategic derivation:

The purpose does not have to be stated verbatim in the tagline, but the tagline must be derived from the purpose. If the purpose is the root, the tagline is the flower. A tagline that contradicts the purpose undermines credibility. A tagline that brings the purpose to life on an emotional level creates resonance.

Outcome: The result of professional claim handling

A strategically developed slogan is a valuable asset within the brand system. It provides:

1. Precision: The complex brand identity is distilled into a single, clear sentence.

2. Posture: Facts are complemented by emotional relevance, which makes the brand more approachable.

3. Consistency: It serves as a consistent thread running through all channels – from the website to sales meetings.

4. Ability to run campaigns: It provides a stable framework within which a succession of campaigns can be carried out in a logical manner.

5. Long-term focus: It ensures consistent communication performance over many years.