Claiming

A good tagline is a powerful tool. It boosts brand awareness, makes complex products more accessible, and sets you apart from the competition. We’ll find the one sentence that says it all.

(Overview)

Using a Strategy from
: From Brand Essence to Brand Claim

A brand claim is a concise statement that people permanently associate with your brand. “Claiming” refers to the process of finding this phrase—also known as a claim or tagline. A good claim conveys your brand’s essence, makes your positioning tangible, shows at a glance what your brand stands for, and evokes genuine emotions in your customer base.

Claiming is a highly strategic process that depends on various factors: It requires a deep understanding of the target audience, a clearly defined brand essence, a well-thought-out positioning—and, ideally, a professional who can deliver all of that. We’ll guide you every step of the way—from analysis and brainstorming all the way to the final claim that really hits the mark.

Recent Case Studies with Strategy

audalis

Rebranding for a law firm network that operates on an interdisciplinary basis

ENSHUR

Rebranding for a software provider that digitizes security

work.mate®

Branding für ein finanziertes HR-Startup

conet

Rebranding for an IT digitization partner that supports critical infrastructures

Five Elements of a Strong Claim

Brevity & Conciseness

A powerful tagline doesn’t waste a single word. It gets to the heart of complex brand values in a matter of seconds. After all, the shorter the sentence, the faster the brain processes it. Examples: “Leading forward” (conet) or “Just do it” (Nike).

Memory capacity

Even the best tagline is useless if you’ve forgotten it after two minutes. Top-notch taglines use linguistic devices to stick in your memory. For example: “Advice that pays off” (Uniorg) or “I love it” (McDonald’s).

Clarity

A tagline should not be a puzzle. If the customer has to think outside the box to understand it, the tagline has failed. Example: “Connecting people” (Nokia) or “The world’s local bank” (HSBC).

Unique Differentiation

A good tagline fits only your brand—not your competitors’. If you were to remove your logo and the tagline would work just as well for a pharmaceutical company, a car brand, or a bakery, then it’s interchangeable. “Every feature has a reason” (Aagon) or “Think different” (Apple).

Emotional Resonance

People don’t buy products or services. They buy feelings, symbols, or solutions to problems. A strong tagline doesn’t focus on the product’s features, but rather on the lifestyle it represents or the benefits it offers customers. Example: “Taste the feeling” (Coca-Cola) or “Technology for Life” (Bosch).

(New business)

Contact person

Maximilian Kersten

Managing Director

What is a tagline, and why does every brand need one?

A brand claim is much more than just a catchy phrase beneath your logo. It is the distilled essence of your brand positioning —the one sentence that communicates your brand’s core before anyone visits your website, touches your product, or speaks with your sales team. The term “brand claim” is often equated with “slogan,” but there’s an important difference: A slogan is campaign-specific and short-lived, while a brand claim is strategic and long-term. It endures. The same applies to the tagline—it often describes what a company does in more functional terms, while the brand claim conveys an attitude. A company that hasn’t clearly defined its brand claim is communicating without an anchor, and the target audience will notice.

Developing a Claim in North Rhine-Westphalia: What the Process Really Involves

Developing a brand claim is not just a creative exercise; it’s strategic work. A good claim doesn’t come from brainstorming, but from a deep understanding of the brand, the target audience, and the competition. As a branding agency based in North Rhine-Westphalia, we support companies in Dortmund, Cologne, and Münster —as well as throughout the D-A-CH region—with claim consulting: from analyzing the brand essence to developing claim variations, all the way through to the final decision and legal review. Whether it’s a startup, a rebranding, or a repositioning —we develop taglines that don’t just sound good, but actually work. For brands that want to be heard.