Claim marketing: what it is, types, how to do it, and more

What is a claim in marketing?

A claim in marketing is a statement or assertion used by brands to highlight a characteristic, benefit, or unique value of their product or service. The objective of this statement is to capture the consumer’s attention and differentiate the product from the competition. Claims are part of brand communication and contribute to building a specific image in the minds of consumers.

To achieve its objective, the claim must be clear and concise, but also relevant to the target audience, as it aims to create a connection. It must be able to convey the characteristics that make the product or service special or superior to the competition. However, exaggeration must be avoided; the message must be truthful, otherwise the brand’s reputation could be damaged and it could even face legal issues due to misleading advertising.

To create an effective marketing claim, it is first necessary to have a thorough understanding of the product, the market, and the needs and desires of the target consumers. A good claim must be informative, but also persuasive, in order to motivate the audience to choose the product over other similar alternatives.

Types of claims

A claim in marketing does not have a single definition, as we can find three main types. These are category-controlling claims, category-differentiating claims, and contextual claims. Let’s look at them in detail.

Category-controlling claim

A category-controlling claim refers to a statement that positions a product or service as the undisputed leader within its category. This type of claim highlights the product’s superiority compared to competitors and suggests that it is the best or most popular in its segment. 

Brands use these claims to establish a strong presence in the market and create a perception of authority and trust among consumers. For example, a statement such as “The number one detergent in sales” seeks to persuade customers that they are choosing the best product.

Category-differentiating claim

Category-differentiating claims are those that highlight the unique and distinctive features of a product or service. These are specifically what set it apart from others in the same category. These claims focus on specific aspects that make the product special, such as exclusive technology, a unique ingredient, or a particular benefit. Their objective is to help consumers understand why they should choose that product over others. An example of this type of claim would be “The only moisturizing cream with seaweed extract,” which highlights an exclusive feature not offered by competitors.

Contextual claim

A contextual claim focuses on placing the product or service within a context that the consumer can relate to. In this way, it connects its benefits with specific situations or needs. This type of claim aims to show the audience how the product can improve their life or solve a particular problem in a specific context. For example, “Perfect for your summer gatherings” is a claim that places the product in a specific situation and helps consumers visualize its use and value at that moment.

Differences between claim, slogan and tagline

In marketing and brand creation, there are three concepts that can be confusing: claim, slogan, and tagline. All of them are part of the vocabulary of advertising design. However, there are important differences between them. Let’s look at them separately.

Claim vs slogan

The claim and the slogan are marketing tools used to communicate important messages about a product or brand, but they differ in their purpose and application. A claim is a specific statement that highlights a characteristic, benefit, or unique value of a product or service. It is designed to be persuasive and to give clear and concrete reasons for consumers to choose it over other alternatives. For example, “Reduces cholesterol by 20%” is a claim that offers a specific and measurable benefit.

A slogan, on the other hand, is a more general phrase that captures the essence of the brand or an advertising campaign. Its objective is to create an emotional connection with consumers and be easily remembered. Slogans are usually shorter and focus on conveying the personality or spirit of the brand. A well-known example is “Just Do It” by Nike, accompanied by its logo, which does not describe a specific product benefit, but rather evokes an attitude and a lifestyle. It is part of the branding strategy.

Claim vs tagline

We already know what a claim in marketing is. A tagline, however, is a short phrase linked to the long-term identity of a brand. While a claim may change across different campaigns or products, a tagline is more consistent and is used to reinforce the brand’s image and positioning in the consumer’s mind. An example is “The Ultimate Driving Machine” by BMW, which focuses on the brand’s overall identity and promise, rather than a specific benefit of an individual product.

How to create an advertising claim

For it to be effective, an advertising claim must meet certain characteristics in its creation. First, it must be original and creative. It also needs to be catchy and attention-grabbing. However, the most important factor for it to work is that it is designed with the target audience of the product or service in mind. Otherwise, no matter how persuasive it is, it will go unnoticed because it will not resonate with its audience.

To create it, it is necessary to seek inspiration, but at the same time understand what customers are looking for. The best way to do this is to ask them directly about their impressions and discover why they choose the brand and its products, as well as what made them prefer them over competitors.

Another option is to conduct surveys to understand the interests of the target audience, especially when launching a new product or entering a new market or category. Simple but well-formulated questions can help identify the most outstanding aspects of the brand or product, which are key elements in creating a marketing claim. In any case, it is important not to lose sight of what the competition is doing, as it can also be an additional source of inspiration.

3 examples of advertising claims

Mastercard

An example of a marketing claim is Mastercard, with the well-known “There are some things money can’t buy. For everything else, there’s Mastercard.” This claim has stayed in consumers’ minds and is effective because it highlights both the usefulness of the card and its value in special and emotional situations. It emphasizes the idea that Mastercard offers practical solutions for everyday life, while also acknowledging that the most valuable experiences go beyond the material.

Fairy

Fairy is known for its cleaning power in dishwashing products, but also for its claim “the grease-cutting miracle.” This claim focuses on Fairy’s exceptional ability to tackle grease, which is a common problem. By using the word “miracle,” it suggests that the brand has an almost magical formula, superior to competitors and their products. Beyond highlighting performance, it creates a positive and trustworthy image in consumers’ minds, positioning Fairy as the ideal option for effective and effortless cleaning.

M&Ms

The famous M&M’s claim, “Melts in your mouth, not in your hand,” highlights a unique and practical feature of the product: its special coating prevents it from melting when held. This claim is appealing because it solves a common problem with chocolate and offers a cleaner consumption experience. With this advantage, M&M’s positions itself as a smart choice and a favorite among chocolate lovers.

With a successful marketing claim, it is possible for consumers to immediately identify the product or service just by hearing it. It can also capture their attention and even influence them to consider purchasing it. So, if you want to attract your audience’s attention and gain customers, create the ultimate marketing claim!