Claiming that gets to the heart of brands

In a nutshell

A claim can express everything for which a brand name offers too little space: Emotions. To do this, they must create a content and associative connection to the brand and be highly functional. Especially for start-ups, relaunches and repositionings, claims help the brand take a stand and establish the brand identity. In combination with the name, the claim conveys the brand promise. 

Lensing Media


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In detail

Claim ≠ Slogan

Your claim? Should be an essential part of your branding strategy. Why? Because at best it sums up your corporate philosophy and business model in a short, concise sentence. Why this is important? Because the market is complex and nowadays it’s all about one thing: standing out. Therefore, a lot of time should be taken in the search for a claim – because: the matter is not simple. And, as if that were not enough, the situation is aggravated by the fact that many formulations are already protected. A claim is good if it keeps its promise for a long time, because consumers prefer consistent brands. Oh yes: Creativity should of course not be missing from the claiming process.

A good claim is hard work

We help brands find a catchy claim that relates to the brand promise and has just the right amount of emotionality up its sleeve. We’ll make sure your claim becomes a growth driver within your branding strategy, helping your company get the exposure it deserves.


How we work


Research and analysis

We do not guess into the blue. We want to get to know and understand the company, its plans and goals – over a cup of coffee (it doesn’t have to be black). Together we evaluate the positioning, competition and architecture of the corporate brand. We first have to immerse ourselves in your corporate culture so that we can swim our lanes safely .


Conception and design

We give your brand personality an expressive face. So that you see your business as we see it, we create a concept that outlines colors, shapes, logo and typo. Your Go is our starting signal and we go into designing. No idea is lost: We record everything essential in our guidelines. So that you have a solid foundation on which to build excellent visualized brands.


Realization and communication

Thought locks are all well and good – we also want to bring outstanding concepts to the road. As digital natives, we support you in the rollout of your brand. Whether social media marketing, ad campaigns, website and more – individual goals require individual services. We give our all every day. Our unyielding sense of aesthetics and innovation allows nothing else.


Any questions?

What exactly is a claim?

Your claim summarizes your mission or brand promise and your corporate philosophy in a short, concise and emotional way.

No. A claim is a concise formula that you choose uniquely for your brand or product. So it should fit in the long run. A slogan, on the other hand, is more of a short-term advertising phrase. Sometimes, however, a slogan is so good that it can become a claim. However, the two terms are not actually synonymous.

Your claim is the ultimate brand promise of your brand and stands for all your products equally. Claims can also convey descriptive or emotional information and significantly increase the recognition value of your brand or positively influence your brand awareness.

Schwarz+Matt finds the right claim for your brand

As an agency for branding and digital design from Dortmund, our designers and brand strategists specialize in the development and design of outstanding brands. In order to meet the ever-changing market demands of our fast-paced times, we develop digitally powerful designs that are unique and stay that way. We never stop learning and are always on the lookout for new or better solutions to respond agilely to trends and new requirements.

Our brand strategy workshops serve as an essential foundation for our work, on which brand positioning, naming, claiming, brand architecture, brand values and everything else are built. Because brands only grow upwards successfully from the inside out. In addition, we support start-ups, medium-sized businesses, companies, brands and marketing departments but also in all tasks in the areas of corporate design, graphic design, communication design, motion design and print design.

Schwarz+Matt has made it its mission to transform communication through digitization. Our team bundles expertise in the field of design and provides support in sustainably improving the visual brand presence and increasing the brand value.

The focus of our work is on the implementation of integrative processes. We pursue the goal of working not only for, but with our customers. We want to be more than an external service provider – as part of our customers’ internal marketing department. This enables us to tap into new target group potential, intensify existing customer relationships and sustainably increase growth.