How to develop winning claims for your brand

Your brand claims bring your reasons to believe in life, with creativity that backs up your main consumer benefit.

Brands have four choices: be better, different, cheaper, or else not around for long.

If you do not define your brand, then you run the risk of the possibility that your competitors will define your brand. And you might not like it.
Four elements make up a brand positioning statement, including who you serve, where you play, where will you win, and why consumers should believe you. These are the consumer target, marketplace definition, the consumer benefit, and support points. Claims fit in with the support points.

Reasons to believe

The elements of the brand positioning statement

1- Who is your consumer target? What slice of the population is the most motivated by what your brand offers? Do not just think about who you want, but rather who wants your brand.

2- Where will you play? What is the competitive set that defines the space in the market where your brand competes? Positioning is always relative to the other brands your brand competes against.

3- Where will you win? What is the main consumer benefit promise you will make to the consumer target to make your brand stand out as interesting, simple, unique, motivating, and ownable? Do not talk about what you do (features); instead, talk about what the consumer gets (functional benefits), and how the consumer feels (emotional benefits).

4- Why should they believe us? Understand what support points and features you need to back up your main promise. These support points should close any possible doubts, questions, or concerns the consumer has after hearing your main promise.

Support points

I took one logic class at university, and the only thing I learned was “premise-premise conclusion.” It was an easy class, but a life-long lesson that has stuck with me. Here is a classic logical argument statement:

All fish live in water (premise)
Tuna are fish (premise)
Therefore, tuna live in the water (conclusion).

Our brand positioning statement model follows a traditional logic model, with the main consumer benefit as the conclusion and a need for two support points as the premises. The difference with brands is you start with the benefit to draw in consumers.

https://beloved-brands.com/2014/07/07/brand-claims/

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