When I deliver a brand strategy the key components are a single claim and a three tined proof array. Each tine is what I more commonly call a plank; each plank supports the claim. They have to be in harmony. If your proof doesn’t support your claim your brand strategy is out of sync.
Typically, the proof planks make themselves known to me first. Mined from brand discovery, these 3 key clusters of customer care-abouts and brand good-ats are the values that determine brand preference and purchase. The proof planks then spawn the claim. This is the hard part. The creative part. The claim must be meaningful and as stated must be aligned with the proofs. But it must also be fresh. And when I say fresh, I mean it mustn’t feel tired or like something you’ve heard a thousand times. Unless it’s a phase that appears totally out of context. A common phrase in an uncommon place can make it fresh.
In the brand strategy world, the claim is not a tagline. That’s left up to the creative agency people. The campaign builders. But it is a de facto tagline. A tagline stand-in. (Campaigns come and go…a powerful brand idea is indelible.)
That said, if you want the creative people to take your strategy seriously, the claim must be meaningful and, by all means, fresh.
For examples of claims in your category, please write Steve@WhatsTheIdea.com.