20 Best Startup Brand Slogans
Updated: 5 days ago
"The best startup slogans don't create customers out of thin air," scoffed Mister Stupid. "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 do THREE things:
They double down on the niche they're serving.
They acknowledge the customer needs that have long been ignored.
They use Mister Stupid’s Original Marketing Principle — "The Proof is In the Parrot Principle" — 'Great slogans are easy to remember and repeat.'
If successful, slogans give startups the chance to go mainstream with 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 20 stupidly smart slogans.
20 slogans from the world's hottest startups.
1. Claude
PRODUCT: Generative AI Assistant
SLOGAN: Keep thinking.
2. mimic (robotics)
PRODUCT: Frontier AI for Robot Dexterity
SLOGAN: Automating the Impossible
3. DASH Water
PRODUCT: Fruit-Infused Sparkling Water
SLOGAN: The drink that has it all.
4. Bloom & Wild
PRODUCT: Online Flower Delivery Service
SLOGAN: Care wildly.
5. Ramp
PRODUCT: Financial Operations Platform
SLOGAN: Time is money. Save both.
6. Givebutter
PRODUCT: Nonprofit Fundraising Software
SLOGAN: Raise more. Pay less. Give better.
7. Huntress
PRODUCT: Managed Cybersecurity
SLOGAN: Cybersecurity for All, Not Just the 1%.
8. SpaceX
PRODUCT: Astronautics
SLOGAN: Making Humanity Multiplanetary.
9. OLIPOP
PRODUCT: Prebiotic Soda
SLOGAN: The feel good soda
10. Heura Foods
PRODUCT: Mediterranean Plant-Based Meat
SLOGAN: Alternatives. Successors.
11. Revolut
PRODUCT: Fintech & digital bank
SLOGAN: Change the way you money
12. Polymarket
PRODUCT: Prediction Market
SLOGAN: Questions Are Everything
13. Bubble Skincare
PRODUCT: Gentle-Formulated Skincare
SLOGAN: Today is the first day of the rest of your face.
14. Frank Darling
PRODUCT: Custom Designed Unique Engagement Rings
SLOGAN: The hardest thing on earth is now a little easier.
15. Light Phone
PRODUCT: Minimalist Mobile Phone
SLOGAN: designed to be used as little as possible
16. Liquid Death
PRODUCT: Canned Water
SLOGAN: Murder Your Thirst.
17. Seapoint
PRODUCT: AI-Native Financial Platform
SLOGAN: The financial home for startups
18. Magic School AI
PRODUCT: AI Platform for Educators & Students
SLOGAN: Teachers are magic
19. Notpla
PRODUCT: Sustainable Packaging Made from Seaweed
SLOGAN: Disappearing Packaging
20. Stupid For Startups
PRODUCT: Principle-Led Startup Marketing Consulting
SLOGAN: Stupid is smart.
BONUS: Capital One
PRODUCT: American Banking & Credit Cards
SLOGAN: What's in your wallet?
I spent two years as a copywriter at Capital One.
As a startup credit card turned Fortune 150 bank, their marketing did what all startups must—defy their industry standard.
Capital One’s slogan — What’s in your wallet? — is a fun, humorous take in a financial world where brands sound remarkably redundant.
As a matter of marketing fact, one of my Mister Stupid Marketing Principles: The Proof is In the Parrot Principle, is inspired by what I learned writing for the brand.
At the time, whenever people would ask me where I worked and I'd say — "Capital One" — they'd promptly parrot back, "Ooh... "What's in your wallet?!"
It never happened with any other bank I’ve written for. Therefore, my hypothesis was that great slogans have a repeatability factor. Tactically, that may take the form of alliteration that sticks in the mind: like the two W's present in "What's in your wallet?" As well as the everyday layman’s language that people are more likely to speak.
Personally, I like to think that repeatability comes in the form of a universal idea that people are dying to express. A sort of sentiment that speaks up against the status quo.
After all, that’s the premise behind “What’s in your wallet?” And that should be the goal of every startup marketer in the business of challenging categories.
Here’s an idea.
Why not start by creeping around the chatter happening on Reddit? Or the chaotic comment sections of competitors who are failing their customers? Learn what everyday pain points, sentiments or phrases people are parroting about your product or industry.
That's a savvy way to hijack messaging that’ll resonate.
Why should your slogan start from zero when you can steal what's already being said in the mind of your prospect?
*The Proof is In the Parrot Principle says that any slogan you create shall strive, both tactically and strategically, to be easy to remember and repeat.
Ask yourself, how does your slogan rank on the repeatability scale? Would someone be able to parrot your slogan back to you at the party punch bowl?
*One exception to this principle is if you're in early-stage marketing. If your product still lacks awareness amongst your niche audience—hold off on broadening your marketing messaging until that awareness is achieved.
How to find a slogan that elevates 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.
Apply Mister Stupid’s infamous — The Proof is In the Parrot Principle (see BONUS: Capital One example)
GRAVY: If you're a market leader in your new category? Say it in your positioning.
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 & Wild (#4). They were building their narrative as "the UK’s most-loved online florist" as they were securing their positioning as "Europe's #1 online flower company."
It's important you build marketing momentum around your startup. Even if it's coming only from you in the beginning.
Start building your PR side of the marketing. Begin by employing talented brand ambassadors and building relationships with trusted outlets or writers covering your industry. You can't go at this alone.
On that final note? You can always hire a startup marketing consultant.
(I know a guy.)
Don't hate my Stupid For Startup content?
Connect with me personally on — My LinkedIn.
