Best Slogans: 54 Startup Marketing Examples
- Charley Arrigo
- Sep 22
- 26 min read
Updated: Oct 28
The best startup slogans don't create customers out of thin air.
They steal them.
Winning slogans use marketing messaging to go for the throat of the status quo with everything it has to offer.
The best startup slogans and positioning statements do three things:
They double down on the niche they're serving.
They acknowledge the customer needs that have long been ignored.
They position the brand as "The Not Your Grandfather's Product."
If successful, slogans give startups the chance to go mainstream in their marketing.
If you can write a slogan that's both niche and of universal appeal? Well then, you've discovered the secret sauce that few founders or marketers get the opportunity to enjoy.
Keep reading for 54 stupidly smart slogans in the startup world today (new and old).
54 stupidly smart slogans & positioning statements from the world's hottest startups.
1. Athletic Brewing Co.
PRODUCT: Non-Alcoholic Craft Beers
SLOGAN: Fit for All Times®
REASONS TO BELIEVE:
Brewing high-quality.
Great tasting NA craft beer.
Crafted for today's modern adult.
POSITIONING STATEMENT: Here at Athletic Brewing Co. we’re dedicated to crafting delicious non-alcoholic beer you can enjoy anytime and anywhere, with no worries and no hangovers.
2. DASH Water
PRODUCT: Fruit-Infused Sparkling Water
SLOGAN: Finally, a drink to feel good about.
REASONS TO BELIEVE:
No sugar.
No sweeteners.
No worries.
POSITIONING STATEMENT: We infuse our super tasty waters with real, wonky fruit. That’s bent, crushed, curved, knobbly, misshapen fruit which others say no to. By accepting the misfits we are helping to fight food waste.
3. Beam
PRODUCT: AI-Powered Welfare Services
SLOGAN: Giving everyone access to human-centred welfare services.
REASONS TO BELIEVE:
AI tools that transform frontline productivity: "Magic Notes" uses AI to save support workers a day a week on average.
With Beam, people can focus on delivering human-centred support rather than admin. Finally.
100 government partners.
Award winning innovation.
POSITIONING STATEMENT: We’re bringing AI to welfare services, on a mission to give everyone access to human-centred welfare services.
4. Anthropic
PRODUCT: AI Research Company
SLOGAN: Making AI systems you can rely on.
REASONS TO BELIEVE:
Safer
Reliable
interpretable
Steerable AI systems
POSITIONING STATEMENT: Anthropic is dedicated to building systems that people can rely on and generating research about the opportunities and risks of AI.
5. Once Upon A Farm
PRODUCT: Clean Baby Food & Kids' Snacks
SLOGAN: Farm-Fresh Taste Grows Here™
REASONS TO BELIEVE:
We take sourcing seriously.
We believe clean is more than heavy metal testing.
We intentionally craft every recipe with your little one in mind.
We know the importance of early childhood bites.
We will provide A Million Meals to kids in need.
We aspire to drive improvements daily in childhood nutrition.
POSITIONING STATEMENT:
We’ve made it our mission to make doing better—and eating better—easy by offering delicious and nutritious, cold-pressed snacks and meals for babies to big kids. Co-founded by Jennifer Garner, Once Upon a Farm is creating the next generation childhood nutrition company. We are now sold in more than 13,000 stores nationwide with a growing product portfolio of organic, farm-fresh snacks and meals.
6. Who Gives A Crap
PRODUCT: Toilet Paper
SLOGAN: Good for your bum. Great for the world.
REASONS TO BELIEVE:
Super soft.
100% bamboo & recycled toilet paper helps reduce deforestation.
50% of profits donated to help build toilets.
Marketing leans into comedic tones of toilet paper marketing.
POSITIONING STATEMENT: As one of Australia's fastest-growing social businesses, Who Gives a Crap sells beautiful, forest friendly toilet paper, paper towels and tissues. And we donate 50% of our profits to help build toilets for those in need.
7. Bloom & Wild
PRODUCT: Online Flower Delivery Service
SLOGAN: Care wildly.
REASONS TO BELIEVE:
The UK’s most-loved online florist.
Re-inventing the $60B global flower industry: such as inventing letterbox flowers, and focusing on improving low industry satisfaction.
Sustainability: Sourcing flowers from responsible growers, packaging is 100% recyclable or compostable.
The Thoughtful Marketing Movement: Campaigns like the "Valentine's Day: No Red Roses" break from cheesy consumerism.
POSITIONING STATEMENT: As Europe's #1 online flower company, our core belief is that you can never care too much or be too thoughtful. From inventing letterbox flowers to founding The Thoughtful Marketing Movement, we don't just send gifts. We help you care wildly.
8. Ramp
PRODUCT: Financial Operations Platform
SLOGAN: Time is money. Save both.
REASONS TO BELIEVE:
Easy-to-use: Corporate cards, bill payments, accounting, and a whole lot more. All in one place.
Fast set up: Connect your ERP in five minutes. Upload your policy in two minutes.
Get comfortable: Connect to HRIS, email, and 200+ apps. Issue cards to employees.
Makes you ask why you didn't switch years ago: Intake-to-pay 8.5x more. Efficient checkBooks close 75% faster.
POSITIONING STATEMENT: The all-in-one financial operations platform designed to save businesses time and money. Trusted by 45,000+ teams.
9. Too Good To Go
PRODUCT: Food Waste App
SLOGAN: Save good food from going to waste.
REASONS TO BELIEVE:
Access quality food at affordable prices.
Make a positive impact on the planet.
Collect your meals hassle-free at a preset time.
Enjoy a diverse selection of local foods and renowned takeaway brands.
POSITIONING STATEMENT: Too Good To Go is a global social impact company that connects users with partners to rescue unsold food and stop it from going to waste. With over 120 million registered users and more than 180,000 active partners across 19 countries in Europe, Australia and North America, Too Good To Go is a certified B Corp company that operates the world's largest marketplace for surplus food.
10. Stripe
PRODUCT: Payment Processing Software
SLOGAN: Help increase the GDP of the internet.
REASONS TO BELIEVE:
Join the millions of companies that use Stripe to accept payments online and in person, embed financial services, power custom revenue models, and build a more profitable business.
Reduce costs, grow revenue, and run your business more efficiently on a fully integrated, AI-powered platform.
Accept and optimize payments, globally: Increase authorization rates, offer local payment methods to boost conversion, and reduce fraud using AI.
POSITIONING STATEMENT: Stripe builds programmable financial services. Millions of companies—from the world’s largest enterprises to the most ambitious startups—use Stripe to accept payments, grow their revenue, and accelerate new business opportunities.
10. Givebutter
PRODUCT: Nonprofit Fundraising Software
SLOGAN: Givebutter: Raise more. Pay less. Give better. 💛
REASONS TO BELIEVE:
Not another fundraising tool. All of them. Givebutter brings together everything you need for smoother fundraising, marketing, and donor management under one roof.
100% transparent tip-or-fee model.
Givebutter is the only platform that lets you do it all for free.
Rated #1 for ease of use.
Trusted by millions of changemakers at nonprofits like yours.
POSITIONING STATEMENT: Givebutter is the most-loved nonprofit fundraising platform, empowering millions of changemakers to raise more, pay less, and give better. Nonprofits use Givebutter to replace multiple categories of tools, including donation forms, fundraising campaigns, events, auctions, donor management (CRM), email, texting, and more—all for free, thanks to a 100% transparent tip-or-fee model.
As the #1 rated nonprofit software company on G2 across multiple categories, Givebutter is on a mission to power the next billion changemakers.
11. Huntress
PRODUCT: Managed Cybersecurity
SLOGAN: Cybersecurity for All, Not Just the 1%.
REASONS TO BELIEVE:
Shattering the barriers to enterprise-grade cybersecurity: Huntress is for ALL businesses, not just the 1%.
Headache-free endpoint detection and response (EDR).
Simplify cybersecurity with one-click remediation.
Fully managed by our 24/7 Security Operations Center (SOC) with an industry-leading 8-minute MTTR.
POSITIONING STATEMENT:
At Huntress, we believe every business deserves enterprise-grade cybersecurity, not just the 1%. That's why we deliver a powerful suite of managed protection, detection and response capabilities—backed by a team of 24x7 AI-assisted Security Operations Center (SOC) Analysts —to protect your business from cyber criminals.
12. DuckDuckGo
PRODUCT: Online Search Engine
SLOGAN: Protection. Privacy. Peace of mind.
REASONS TO BELIEVE:
Designed for data protection, not collection: such as ad tracker blocking and cookie blocking.
Built-in search engine never tracks your searches.
Available on Mac, Windows, iOS, and Android.
POSITIONING STATEMENT:
We’re the independent, free browser that actively protects your personal information. With DuckDuckGo, you can search and browse privately, watch YouTube with fewer ads, and keep your information to yourself — away from hackers, scammers, and privacy-invasive companies. That's why millions of people choose DuckDuckGo over Chrome and other browsers.
13. Whatnot
PRODUCT: E-commerce marketplace app
SLOGAN: Shop, sell, and connect around the things you love.
REASONS TO BELIEVE:
Join in the fun: Take part in fast-paced auctions, incredible flash sales, live show giveaways, and so much more.
We've got it all: Explore 250+ categories, including fashion, coins, sports & Pokémon cards, sneakers, and more.
Market leader: Largest livestream shopping platform in the US, UK, and Europe.
POSITIONING STATEMENT:
As The Live Shopping Marketplace, Whatnot is the largest livestream shopping platform in the US, UK, and Europe—bringing millions together to shop, sell, and connect around the things they love. We’re innovating in the fast-paced world of live shopping from bags to beauty, comics to coins, sneakers to streetwear, and vintage to vinyl.
With over 250+ categories, including electronics, sports and Pokémon cards, fashion, plants, jewelry and more—we’ve got it all!
14. SpaceX
PRODUCT: Astronautics
SLOGAN: Making Life Multiplanetary.
REASONS TO BELIEVE:
Market leader: World leader in launches.
Reliability: Building reliable, reusable rockets.
Innovation: Developing fully and rapidly reusable rockets necessary to transform humanity’s ability to access space into something as routine as air travel.
POSITIONING STATEMENT:
SpaceX designs, manufactures and launches the world’s most advanced rockets and spacecraft. The company was founded in 2002 by Elon Musk to revolutionize space transportation, with the ultimate goal of making life multiplanetary.
15. Calm
PRODUCT: Meditation & Sleep App
SLOGAN: Calm your mind. Change your life.
REASONS TO BELIEVE:
Hundreds of hours of original audio content available in seven languages.
Supporting users in more than 190 countries.
Rated #1 app for sleep, meditation, and relaxation.
Over 180 million downloads.
3M 5-star reviews.
LeBron James uses it.
POSITIONING STATEMENT:
Calm is the leading mental wellness brand with the #1 App for Sleep, Meditation and Relaxation™, designed to help you manage stress, sleep better and live a happier, healthier life.
16. Airbnb
PRODUCT: Vacation Property Rentals
SLOGAN: Belong Anywhere.
REASONS TO BELIEVE:
Global community access: Travel the world, stay like a local. The anti-hotel experience.
8M+ active listings worldwide.
220+ countries and regions with Airbnb listings.
2B+ Airbnb guest arrivals all-time.
Easy everything: Booking, checking-in, canceling, etc.
POSITIONING STATEMENT:
Airbnb was born in 2007 when two hosts welcomed three guests to their San Francisco home, and has since grown to over 5 million hosts who have welcomed over 2 billion guest arrivals in almost every country across the globe. Every day, hosts offer unique stays, experiences, and services that make it possible for guests to connect with communities in a more authentic way.
17. OLIPOP
PRODUCT: Prebiotic Soda
SLOGAN: A New Kind of Soda™
REASONS TO BELIEVE:
Healthy meets delicious: classic soda flavors with functional ingredients, like prebiotic and fiber—to support microbiome and digestive health.
Only 2-5g of sugar and 50 calories or less in each can.
Hate Big Soda? You'll hate OLIPOP less.
POSITIONING STATEMENT:
OLIPOP is a new kind of soda that's good for you and tastes good, too. It's deliciously crafted with prebiotics, botanicals and natural plant fiber to support your microbiome and benefit digestive health. We're on a mission to provide an affordable, delicious alternative to soda that delivers leading edge health benefits to mainstream consumers.
18. Slack
PRODUCT: Cloud-Based Team Communication Platform
SLOGAN: Where work happens.
REASONS TO BELIEVE:
Collaboration: Communicate in countless ways from one place.
Project management: Manage projects and move work forward faster.
Integrations: Tap into the tools you already use.
Slack AI: Do more with AI that works where you do.
The most innovative companies run their business in Slack.
POSITIONING STATEMENT:
Make work life simpler, more pleasant and more productive. Slack is the AI-powered platform for work bringing all of your conversations, apps, and customers together in one place. Around the world, Slack is helping businesses of all sizes grow and send productivity through the roof.
19. Heura Foods
PRODUCT: Mediterranean Plant-Based Meat
SLOGAN: Alternatives. Successors.
REASONS TO BELIEVE:
More Nutritious: High in protein, source of fiber, 0% cholesterol.
More Sustainable: -83% CO2 vs meat products
Just as Delicious: WOW flavors live and breathe Mediterranean heritage and cuisine with high-quality ingredients like olive oil, which have a clean label, and high nutritional values.
The Good Rebel Revolution: Inspiring Food Changers to join the movement to help transform the current food system together.
20. ClickUp™
PRODUCT: Project Management Platform
SLOGAN: The everything app, for work.
REASONS TO BELIEVE:
Get more done faster—together: Save time with the all-in-one productivity platform.
Bring teams, tasks, AI, and tools together in one place.
Helped more than 10 million users and 2 million teams lead a more productive life and save at least one day every week.
POSITIONING STATEMENT:
ClickUp is on a mission to make the world more productive. We're the world’s only all-in-one productivity platform that flexes to the way people want to work. It replaces all individual workplace productivity tools with a single, unified platform that includes AI, project management, document collaboration, whiteboards, spreadsheets, and goals.
21. Cribl
PRODUCT: Data Platform for IT & Security Operations
SLOGAN: Your telemetry data, your rules.
REASONS TO BELIEVE:
Have choice, control, and flexibility to adapt to data needs that are always changing.
Fortune 1000 companies around the world depend on Cribl’s innovative products.
Cribl Stream is industry’s leading telemetry pipeline.
Cribl Search is industry’s first search-in-place solution.
POSITIONING STATEMENT:
As the Data Engine for IT and Security, Fortune 1000 companies around the world depend on Cribl’s innovative and proven product suite. Our mission is to empower enterprises to unlock the value of all their data. We built our data processing engine specifically for IT and Security and made sure our Cribl product suite is vendor-agnostic.
Our data engine is the heart of a potent data management solution that collects data from any source, processes billions of events per second, automatically routes data to optimize storage, and analyzes any data, any time, anywhere.
22. Mercury
PRODUCT: Online Business Banking for Startups & Small Businesses
SLOGAN: Powerful banking. Simplified finances.
REASONS TO BELIEVE:
Mercury is the fintech more than 200K ambitious companies and entrepreneurs trust with their finances.
Speed without compromise: Efficiently manage banking and financial operations from a single dashboard.
Send and receive payments seamlessly: Set auto-transfer rules and send free USD wires.
Unlock credit cards earlier with industry-low deposit minimums.
POSITIONING STATEMENT:
Mercury is the fintech ambitious companies use for banking and all their financial workflows. With a powerful bank account at the center of their operations, companies can make better financial decisions and ensure that every dollar spent aligns with company priorities.
That's why over 200K startups choose Mercury to confidently run all their financial operations with the precision, control, and focus they need to operate at their best.
23. Glean
PRODUCT: Project Management Platform
SLOGAN: Work AI for all.
REASONS TO BELIEVE:
An easier way to find answers at work: Giving every employee an AI Assistant and Agents that put your company’s knowledge to use.
Reimagine your everyday work: find & understand information, create & summarize content, automate your work.
The world’s most advanced AI-powered enterprise search.
Employees around the globe rely on Glean.
POSITIONING STATEMENT:
Glean is the Work AI platform connected to all your data—so you can find, create, and automate anything. Glean was founded by a seasoned team of former Google search engineers and industry veterans who wondered why we don’t have an easier way to find answers at work. So they built the world’s most advanced AI-powered enterprise search. That was just the beginning.
Today, employees around the globe rely on Glean’s AI assistant and Work AI platform to find answers, generate content, and automate work with AI.
24. Lumos
PRODUCT: Autonomous Identity Platform
SLOGAN: The Future of Identity is Autonomous.
REASONS TO BELIEVE:
Industry-leading identity solutions.
Cybersecurity made simple: Secure all apps and identities in one platform on autopilot.
Enhanced visibility.
Lower security risks.
Boosted productivity.
Optimize license spending.
POSITIONING STATEMENT:
Lumos is the first Autonomous Identity platform to automatically discover and manage access across all your apps. Instead of being overwhelmed by the sprawl of apps and access, Lumos empowers organizations with one unified solution that controls access on auto-pilot. With Lumos, gain full visibility, enhance security, and boost productivity — all in one platform. Trusted by hundreds of Fortune 500 and emerging companies including Pinterest, Github, and Roku: Lumos powers millions of access requests across global companies.
25. Chomps
PRODUCT: 100% Grass-Fed Beef Jerky Sticks
SLOGAN: All stick without the ick.
REASONS TO BELIEVE:
Nutritious snacking.
Made with real ingredients.
Better bites: No added sugar, artificial preservatives or colors, MSG, and free from the top 9 allergens.
Eliminating waste: We donate meat sticks with “cosmetic defects” and ones nearing expiration dates to partners who serve their communities.
POSITIONING STATEMENT:
Chomps is a best-for-you meat snack brand with products made from high-quality proteins. Chomps meat snacks never contain added sugar, artificial preservatives or colors, MSG and are free from the top 9 allergens. Our mission is to inspire a healthier way of snacking by providing high-quality, protein snacks with simple ingredients. At Chomps, there are no compromises or cutting corners - our products are delicious and nutritious.
26. Braze
PRODUCT: CRM (Customer Relationship Management)
SLOGAN: There’s never been a better time to be a better marketer.™
REASONS TO BELIEVE:
The Braze advantage: All your channels, data, and experiences—all connected on one platform.
Scale without compromise: Integrate, use, and optimize with ease. Grow with our technology, trust in our team.
Thousands of innovative brands (GrubHub, HBO Max, Peacock) across the globe are using Braze to drive value and be Absolutely Engaging.™
POSITIONING STATEMENT:
Braze is the leading customer engagement platform that empowers brands to Be Absolutely Engaging.™ Braze allows any marketer to collect and take action on any amount of data from any source, so they can creatively engage with customers in real time, across channels from one platform. From cross-channel messaging and journey orchestration to Al-powered experimentation and optimization, Braze enables companies to build and maintain absolutely engaging relationships with their customers that foster growth and loyalty.
27. Policygenius
PRODUCT: Online Insurance Marketplace
SLOGAN: The simple way to buy insurance.
REASONS TO BELIEVE:
Smart tools: Easily to compare personalized quotes and policies from top-rated insurers.
Human support: Licensed experts answer your questions, handle paperwork, and help you make decisions with confidence.
Fully independent: We work for you — not for the insurance companies.
We value the security of your data: Your security is our priority.
POSITIONING STATEMENT: Policygenius combines cutting-edge tools with the expertise of real licensed agents to help you protect your family, property, and finances with confidence. From making it easy to explore your coverage options through our insurance marketplace to assisting with policy adjustments as your life changes, Policygenius is your independent advocate at every step.
Since 2014, we’ve helped over 30 million people shop for insurance and placed over $150 billion in coverage.
28. Allbirds
PRODUCT: Project Management Platform
SLOGAN: Better things in a better way.
REASONS TO BELIEVE:
Better Things: We work with—not against—Mother Nature, favoring both recycled and natural materials like responsibly-sourced Merino wool, tree fiber, and sugarcane.
Better Ways: As a certified B Corp, we use a data-driven approach to invest in projects, systems, and tools that maximize our opportunity for positive impact, prioritizing progress over perfection.
The World's Most Comfortable Shoe.
POSITIONING STATEMENT:
At Allbirds, we set out to create an entirely new category of shoes inspired by natural materials, guided by an ethos of to create better things in a better way. We've made a lot of progress: including the world's most comfortable shoe. But we're just getting started.
29. Whiney Baby
PRODUCT: Wine for the Next Gen
SLOGAN: Wine Without The Fuss.
REASONS TO BELIEVE:
Wine For The Next Gen.
Approachable.
Easy Drinkin’.
Conversation Caps & Savable Labels.
POSITIONING STATEMENT:
Whiny Baby marketing is always a bit tongue and cheek! Seltzers have successfully made themselves feel "for everyone" and easy to enjoy - while wine remains a mystery to Gen Z. Whiny Baby is the perfect starting point and is welcoming in the next generation of drinkers. We want to bridge the gap as new consumers begin to explore the world of wine. I want to encourage my generation that enjoying wine can be as easy as cracking open a seltzer. Cheers! #wine #genz
30. tomboyx
PRODUCT: Gender Neutral Underwear
SLOGAN: You can fit with us.
REASONS TO BELIEVE:
Comfortable, inclusive of all sizes and gender expressions.
Long-lasting quality.
Eco-friendly fabrics.
Fit-tested on people of all sizes.
Community-powered: Fostering a diverse circle of LGBTQ+ folks, athletes, people outside of the confined size spectrum, and those who just like having quality, all-day comfort.
POSITIONING STATEMENT:
At tomboyx, we're creating a revolution of unapologetic self-acceptance of who you are and who you’re unconditionally meant to be. We're disrupting the $13B apparel industry, starting at the foundation - underwear. With a keen focus on fit and quality, we are for every body. Our brand promise is to help you feel comfortable in your own skin and to be unapologetically you - all day, every day.
31. Planet A Foods
PRODUCT: B2B Sustainable Ingredients Company
SLOGAN: There’s no plan B for our planet. That’s why sustainability comes first.
REASONS TO BELIEVE:
Scalable fermentation platform: Creates resilient, future-ready solutions for global supply chains.
New generation of ingredients: Always delicious, high-quality and sustainable.
Supportive partnerships: Planet A Foods supports companies along the entire production process to jointly achieve the best outcomes for people and the environment.
POSITIONING STATEMENT:
At Planet A Foods, we create climate-resilient food ingredients that de-risk global supply chains, delivering tangible business results. We provide producing companies with these sustainable food ingredient alternatives designed for mass market products—reducing greenhouse emissions across the entire supply chain. Thus, helping companies save millions of tons of carbon emissions each year.
32. Notpla
PRODUCT: Sustainable Packaging Made From Seaweed
SLOGAN: Notpla: Disappearing Packaging.
REASONS TO BELIEVE:
Biomaterial innovation (packaging that disappears): "Ooho" and our other packaging solutions are made from Notpla, a revolutionary material made from seaweed and plants that biodegrades in weeks, naturally.
System change: To make our nature-based packaging the new normal, we partner with brands that have big audiences. With major sports events like the Göteborg Marathon or UEFA Women’s Euro, we've managed to already replace tens of thousands of plastic packagings.
Renewal at scale: Leaning on seaweed as allies, we can expand this process globally while remaining fully sustainable. If we were to replace all single-use plastic with seaweed, only 0.066% of the ocean would be needed, well within safe ecological boundaries.
POSITIONING STATEMENT:
We didn't invent packaging - nature did. Inspired by the natural brilliance of fruit, we’ve crafted packaging materials that work with the planet, not against it. Packaging that fulfills plastic-free promises that have long-been made. Packaging that disappears into natural cycles, leaving no trace behind. Be part of the next chapter of sustainability for your business.
33. Osso VR
PRODUCT: The VR surgical training and assessment platform.
SLOGAN: Step into the future of healthcare education.
REASONS TO BELIEVE:
Improve patient outcomes.
Increase the adoption of higher-value medical technologies.
Democratize global access to the latest surgical techniques.
POSITIONING STATEMENT:
Used by the world’s leading healthcare companies and hospital systems, Osso VR creates award-winning, clinically validated XR experiences. Our hands-on, realistic training and selling tools integrate with a powerful analytics platform to drive innovation, outcomes and excellence at every stage of the product lifecycle—from development through launch to adoption.
34. Goodera
PRODUCT: Corporate Volunteering Platform
SLOGAN: Powering the World of Good.
REASONS TO BELIEVE:
Scale CSR with corporate volunteering: Scale your CSR goals with corporate volunteering opportunities that help your brand create global impact effortlessly.
Action your ERG purpose: Managed volunteering opportunities crafted for employee resource groups, affinity groups, and business resource groups.
Build team culture: Corporate team building experiences for your employees, built with nonprofits, managed and hosted by Goodera.
POSITIONING STATEMENT:
Goodera executes hosted volunteering experiences that are accessible, engaging, and impactful for the world’s leading organizations like IBM, Airbnb, ServiceNow, Visa, and Target – 65 of our 500+ customers are Fortune 500 companies. We power on-demand volunteering experiences hosted by our ambassadors for your employees - across 1000+ cities in 100+ countries worldwide. We embrace action on social causes that align with SDGs with tailored in-person, virtual, and hybrid volunteering programs designed to bring people and purpose together.
35. Bubble Skincare
PRODUCT: Gentle-Formulated Skincare
SLOGAN: Today is the first day of the rest of your face. Face The Day.
REASONS TO BELIEVE:
Gentle formulas, fierce results
Lower prices for prestige quality
Developed with dermatologists
Co-created with community
Safe for all ages
POSITIONING STATEMENT:
Hi! We're Bubble. If you're wondering how we're changing the face of the entire skincare industry, then you've come to the right website page. Our mission is to make the best skincare accessible to as many people as possible with prestige-quality products for under $20.
36. ABC doc
PRODUCT: Online Translation Service for Bureaucratic Correspondence
SLOGAN: AI that speaks your language and helps to deal with any bureaucratic correspondence.
REASONS TO BELIEVE:
Win the battle against bureaucratic letters.
Easy to Use: Simply scan a letter with your mobile phone and upload it to the system.
Save Time: AI quickly recognizes and analyses the content.
Know How to Respond: Gives a short summary in your language about what kind of letter it is—and what actions are recommended to take.
POSITIONING STATEMENT:
ABC doc is an online service that recognises bureaucratic letters, provides a short summary, and recommends actions based on its knowledge base.
37. FreeWater®
PRODUCT: Advertising Platform
SLOGAN: Because water should be free.
REASONS TO BELIEVE:
Water is Free: It's paid for by the advertising space on the packaging.
Brands and advertisers can puts ads on our cans: Everything from QR codes on the packaging so consumers can interact with augmented reality, shop, watch videos, download apps, and more.
Premium Water, Never Plastic: FreeWater is natural spring water and all of our containers are BPA free.
Save Lives: Ten cents from each beverage is donated to charity to build water wells for people in need.
POSITIONING STATEMENT:
FreeWater Inc. is a free beverage company and our water is free because the packaging is advertising space. Think Google, Instagram or YouTube but in a physical form. We're a brand new marketing channel that utilizes premium spring water as a new type of advertising medium while prioritizing philanthropy and sustainability.
38. Ritual Zero Proof
PRODUCT: Non-Alcoholic Spirits
SLOGAN: Enjoy the Ritual.
REASONS TO BELIEVE:
Enjoy the Ritual Without the Alcohol
No & Low Calorie
1-2 G Sugar
One-To-One Spirit Replacement
POSITIONING STATEMENT:
As America's #1 non-alcoholic spirit, we weren't interested in a glass of "something." We're not interested in new-age goop that defies explanation, or fancy spa water that bears no resemblance to liquor.
We weren’t satisfied until it tasted and smelled and felt like the real thing. A new way to make an old favorite (or an Old Fashioned.)
We mimic the taste, flavor and sensation of traditional spirits, without the alcohol. Enjoy the Ritual.
39. Magic Spoon
PRODUCT: Project Management Platform
SLOGAN: Child-Like Cereal For Grownups.
REASONS TO BELIEVE:
Childhood classics, grown-up ingredients
High-protein
Keto-friendly
Magically Tasty
Gluten-free cereal
0g of sugar
Variety of flavors: Cocoa, Frosted, Blueberry, Peanut Butter and Cinnamon
POSITIONING STATEMENT:
We experimented for over a year to create a cereal inspired by the flavors and nostalgia of Saturday-morning-cartoon cereal but upgraded for a 21st-century consumer. A guilt-free treat that tastes like you remember and you can eat at any time of day.
That’s what Magic Spoon is all about—we hope you enjoy!
40. Liquid Death
PRODUCT: Canned Water
SLOGAN: Murder Your Thirst.
REASONS TO BELIEVE:
Natural Mountain Source
High Quality: American Made
Infinitely Recyclable Cans
The Funniest and Coolest Marketing
Portion of proceeds donated to help kill plastic pollution
POSITIONING STATEMENT:
As one of the fastest growing non-alcoholic beverage brands, Liquid Death uses comedy and entertainment to make health and sustainability 50 times more fun. We take low-calorie beverages and package them into infinitely recyclable cans that compete with the fun marketing of unhealthy brands across energy drinks, beer, and junk food. Our product lines include mountain water, soda-flavored sparkling water, iced tea, and more. A portion of Liquid Death’s proceeds goes to nonprofits who are helping fight plastic pollution and further our #deathtoplastic sustainability mission.
41. &Open
PRODUCT: Corporate Gifting Platform
SLOGAN: On brand, on point, on time
REASONS TO BELIEVE:
The World's First Happiness Platform: a platform that brings together branding, integration and end-to-end logistics to deliver seamless, global gifting.
Reinventing the Corporate Gift (digital gifting): offers personalization, instant delivery, and eco-friendliness, transforming the way businesses connect.
Used By Your Favorite Companies: Revolut, Intercom, OpenAI, Atlassian, HubSpot, Etsy, Notion, Vanta.
POSITIONING STATEMENT:
&Open is the global gifting platform for companies that care. We help you make connections, nurture relationships and ultimately grow revenue — and we do it with gifting. But a secret sauce is no good on its own: it’s only there to enhance the main event. That’s why we’re not just a product, we’re your partner.
42. Uncle Matt's Organic
PRODUCT: Organic Juices & Beverages
SLOGAN: Love at first sip
REASONS TO BELIEVE:
We’re not just a juice company. We’re a family rooted in organic agriculture.
Uncle Matt’s Organic is now the best-selling organic orange juice in the nation.
Only premium 100% organically-grown fruit that is free from synthetic fertilizers and pesticides.
Fueling families with uncompromised organic nutrition since 1999.
We stand for more than juice! We’re doing our part to grow a healthier generation through charitable donations (a portion of sales goes directly to charity).
POSITIONING STATEMENT:
We're the nation's original family-owned organic orange juice company. We produce organic juices and probiotic popsicles and all of our products our certified glyphosate residue free by The Detox Project.
43. Last Crumb
PRODUCT: Luxury Cookies
SLOGAN: Never crumble
REASONS TO BELIEVE:
The unboxing: Individually wrapped masterpieces that makes even Hermès blush. This isn't a delivery, it's a statement.
The tasting: Just a few seconds in the microwave for melty perfection. Each bite of a moment of pure indulgence that demands to be savored.
The enlightenment: Your standards have been elevated and beautifully corrupted. Fresh creations drop through the year. Welcome to the Upper Crumb.
Distinctive creative marketing: Damn delicious and wildly handsome cookies with names like Better Than S*x, The Madonna, and Everything But The Candles.
POSITIONING STATEMENT:
Last Crumb delivers expertly handmade, small batch cookies with a luxurious unboxing experience to match. Our proprietary recipes are unique to each flavor and created over a three-day process, using only the finest ingredients and crafted with the dedication of a Michelin Star kitchen. Cookies are always baked to order, and shipped the same day they’re baked. Delight in each cookie’s story as you taste them with your favorite people.
44. Better & Better
PRODUCT: Oral Wellness Toothpaste
SLOGAN: The better is in the brushing.
REASONS TO BELIEVE:
POSITIONING STATEMENT:
At Better & Better, we create natural, vegan oral care that’s better for you, and better for the planet. For us, Better means simple, safe, science-backed oral health essentials that support whole-body health. Our dentist-approved formulas are 100% vegan with clean ingredients you recognize. To minimize our impact on the planet, we prioritize earth-friendly materials and natural ingredients, ensuring our products and packaging are better for the planet. We meet the strictest EWG (Environmental Working Group) standards and package in recyclable, eco-friendly materials to eliminate waste.
45. Eat Just
PRODUCT: Plant-Based Eggs
SLOGAN: Really good eggs, from plants.
REASONS TO BELIEVE:
Eggs from plants: They use 98% less water, 83% less land, 93% fewer CO2 emissions than what's required of a chicken egg.
The most protein: Made with just one ingredient: the mung bean. And that powerful, non-GMO legume delivers the most protein per gram of any leading protein product,* while containing all nine essential amino acids.
Deliciously healthier: Plant-based eggs reduce the risk of cardiovascular disease trading cholesterol and saturated fat for healthy polyunsaturated and monounsaturated fat.
Deliciously easy: Easy-to-use cookbooks to make the most of Eat-ing Just in the kitchen.
POSITIONING STATEMENT:
Eat Just is a food technology company with a mission to build a healthier, safer and more sustainable food system in our lifetimes. The company’s expertise, from functionalizing plant proteins to culturing animal cells, is powered by a world-class team of scientists and chefs spanning more than a dozen research disciplines. Eat Just created America’s fastest-growing egg brand, which is made entirely of plants, and the world’s first-to-market meat made from animal cells instead of slaughtered livestock.
46. Bookshop
PRODUCT: Online (Local) Bookshop
SLOGAN: A better way to buy books online.
REASONS TO BELIEVE:
Every purchase supports local bookstores.
Convenience of online shopping while supporting independent bookstores at same time.
Create an alternative to Amazon for socially-conscious online shoppers.
78% of our customers said they regularly bought books from Amazon before they made the switch.
POSITIONING STATEMENT:
Bookshop.org works to connect readers with independent booksellers all over the world. We believe local bookstores are essential community hubs that foster culture, curiosity, and a love of reading, and we're committed to helping them thrive. Every purchase on the site financially supports independent bookstores. Our platform gives independent bookstores tools to compete online and financial support to help them maintain their presence in local communities.
47. TRUFF
PRODUCT: Truffle Hot Sauce
SLOGAN: Truff: The official hot sauce of eggs.
REASONS TO BELIEVE:
Elevate the Dining Experience.
Vegan & Gluten Free.
Distinctive Packaging.
Dogged Social Media Marketing.
The Official Hot Sauce of Eggs.
POSITIONING STATEMENT:
Made with an ultra-unique blend of real black truffles and red chili peppers, TRUFF’s line of luxury pantry staples is designed to elevate the dining experience. Our brand quickly became the fastest-growing company in the hot sauce space due to its distinctive flavor profile, pristine bottle, Truffle Inspired cap, and of course the coveted Instagram account @sauce that makes tagging a no-brainer.
48. LegalZoom
PRODUCT: Online Legal Service
SLOGAN: Life is more legal than you think.
REASONS TO BELIEVE:
Marketplace leader: Legal solutions trusted by millions, designed for you.
Save time, money, and headaches with guided tools and attorney guidance: Answer a few questions online and we’ll deliver your legal service.
Easy and convenient access: Get personalized legal guidance from an attorney.
Save time, money, and headaches by turning to LegalZoom.
POSITIONING STATEMENT:
Since pioneering legaltech in 2001, we have helped millions of people navigate the complexities of the legal system. By combining intuitive technology with attorney-led solutions, we guide people through all of life's personal and business legal needs.
49. Rent The Chicken
PRODUCT: Chicken Rental Service
SLOGAN: Farm Fresh Eggs without the longer term commitment.
REASONS TO BELIEVE:
Everything included to get started: coop, hens, feed, and supplies.
Timely hatching: Fresh eggs within days.
Your eggs, your choice: Either rent chickens and hatch eggs in your backyard. Or hatch chickens in indoor 5-week hatching program.
Next generation: School partnerships help bring agriculture back into the education system.
POSITIONING STATEMENT:
WHY RENT THE CHICKEN? Everything you need to get started – coop, hens, feed, and supplies included! Your chickens will start laying fresh, nutritious eggs within days.
50. Seapoint
PRODUCT: Project Management Platform
SLOGAN: The financial home for startups.
REASONS TO BELIEVE:
It works with the tools you use: Seapoint connects to your bank accounts, Gmail for invoices, accounting software and CRM. So you can run your finances from a single place.
Seapoint's AI handles it for you: AI can read your docs, understand your transactions and enrich your data.
The white-glove service you deserve: With a dedicated relationship manager who knows your business.
Backed by the best: VC funds & operators including Claire Hughes Johnson (ex-COO, Stripe), Laurence Krieger (ex-UK CEO, Tide & ex-COO, Revolut) and Colm Long (ex-COO, Tines) back our vision.
POSITIONING STATEMENT:
The future of Europe's economy is startups, scale-ups & mid-market businesses, but their finance stack is broken. It's fragmented, manual and costly. And it's holding ambitious businesses back by slowing them down, reducing financial clarity and costing them money. That’s why we’re building the financial home for European startups. Seapoint is a business account that automates payroll, expenses, invoice payment, reporting and more. Join us and claim your unfair financial advantage.
51. Chime
PRODUCT: Banking App
SLOGAN: Unite everyday people to Unlock Financial Progress.™
REASONS TO BELIEVE:
Disrupting the banking status quo.
More innovation, more choice for consumers.
We proudly serve everyday Americans.
POSITIONING STATEMENT:
As the #1 most loved banking app, Chime was created because we believe everyone can unlock financial progress. We want to develop solutions and services to empower people to succeed. The premise upon which we started Chime is simple: basic banking services should be helpful, transparent, and easy. Our easy-to-use tools and intuitive platforms give members the ability to have more control over their money and to take action toward achieving their financial ambitions.
52. Telepath
PRODUCT: Developer-Friendly Machine Learning
SLOGAN: Build machine learning powered applications without a data scientist.
REASONS TO BELIEVE:
Built for developers, not data scientists: Build ML models without learning any new math or languages.
Integrate machine learning into any application via API: Simply upload your data and tell us what you want to predict.
The fastest way to train, test, and deploy machine learning models:
Build, test, and launch AI/ML models in minutes.
POSITIONING STATEMENT:
Telepath is the world's most developer-friendly machine learning platform. Build custom models and deploy real-time prediction APIs in minutes, no AI/ML experience necessary. We think that the learning curve for machine learning is way too steep. As a result, non-data scientist developers avoid building products that depend on machine learning algorithms. Telepath aims to unlock the power of machine learning for every developer so they can build smarter and more powerful products.
53. Beckett Simonen
PRODUCT: Premium Handcrafted to Order Shoes
SLOGAN: Built for years - not seasons.
REASONS TO BELIEVE:
A smarter way to shop: You order, we craft by the order, you enjoy.
Our win-win philosophy: Good for you, good for the planet. Long-term value, ethical craftsmanship, more variety, smart consumption, lean production, less waste.
Highest quality at the lowest price.
POSITIONING STATEMENT:
Beckett Simonen is creating a better way to shop for footwear and leather accessories. Our a made-to-order business model benefits the producers, the planet, and the customers. We offer a range of products that are handcrafted one at a time under responsible working conditions. By manufacturing these products on demand, we minimize waste and use resources efficiently and only when needed. Every product we put into the world has an owner already. This alignment between supply and demand allows us to offer long-lasting, high-quality products at prices that would be impossible otherwise.
54. Databricks
PRODUCT: Data Intelligence Platform
SLOGAN: Unify all your data + AI
REASONS TO BELIEVE:
The most powerful platform for data and AI.
Address all your data, analytics and AI on one platform.
Accelerate speed to product while Databricks manages your data infrastructure
Prepare your product for growth with cost-efficient scalability and performance.
Maintain flexibility with open source and multicloud options.
POSITIONING STATEMENT:
Databricks is the data and AI company. With the Data Intelligence Platform, Databricks democratizes insights to everyone in an organization. Built on an open lakehouse architecture, the Data Intelligence Platform provides a unified foundation for all data and governance, combined with AI models tuned to an organization’s unique characteristics. Now, anyone in an organization can benefit from automation and natural language to discover and use data like experts, and technical teams can easily build and deploy secure data and AI apps and products.
How to find a slogan that grows your startup?
Remember the three keys to slogan success:
Double down on the niche you're serving.
Acknowledge the customer needs that have long been ignored.
Position your brand as "The Not Your Grandfather's Product."
BONUS: If you're a market leader in your new category? Say it in your positioning.
You'll notice that in many positioning statements above. It's just a fact of life that people love attaching themselves with the charisma and prestige of a leader.
If you're not yet a leader? You can be like Bloom and Wild (#7). They were building on their narrative as "the UK’s most-loved online florist" before they secured their positioning as "Europe's #1 online flower company."
It's important you continue to build a perception of momentum and fanfare around your startup. Even if it's coming only from you in the beginning.
Believe so others can believe, too. That's the motto.
Don't hate my Stupid For Startup content?
Connect with me personally on — My LinkedIn.
