Slogan and claim are essential for your brand
A slogan and a claim are types of short texts that you use in marketing and branding. They have different purposes and functions, but they can also work together to create a strong and consistent image for your brand or product.
When it comes to marketing and branding, there are many terms that can be confusing or misunderstood. It happens to me all the time, I have to admit. Two of these terms are slogan and claim. Let’s dig into this… What are they and how do they differ from each other?
A slogan is a memorable and catchy phrase that is used to promote a brand or a product. It can focus on the benefits, features, or values of the brand or product, and it can appeal to the emotions or logic of the audience. A slogan can also be used to differentiate a brand or product from its competitors. For example, Nokia’s slogan “Connecting People” was/is a simple but powerful statement that encourages people to keep connected but, It also implies that Nokia devices can help them to do it.
On the other hand, a claim is a phrase that is used to support a specific advertising campaign. It is usually temporary and changes according to the message or goal of the campaign. A claim can reinforce the idea or promise of the campaign, or it can highlight a unique selling proposition of the brand or product. For example, the slogan for the Nokia 8200 was “Connecting with Style”, a smart move where they used the strength of the slogan to build a powerful message about the style USP of their new product in three designer colours.
The main difference between a slogan and a claim is that a slogan can be used for a long time and across different campaigns, while a claim is only relevant for a short period and a specific campaign. A slogan defines the essence and identity of the brand or product, while a claim supports the strategy and message of the campaign.
In the Nokia example, you can see how both are displayed in this Nokia magazine advert from 2000. They combine perfectly to announce the product, reinforcing its unique selling proposition and, at the same time, the brand’s core value: their products serve a purpose, to connect people. And now with style!
To sum up, a slogan and a claim are great copywriting combining elements we can use to position our brand and the product. They are ideal to connect with the audience and to make them understand the values attached to the product. One can be forever, the other one will serve a specific purpose and it will disappear (or not).
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