What Are the Best Brand Messaging Examples
*Ones that aren’t overly referenced
The best brand messaging doesn’t just describe what a company does—it shifts how people feel about themselves when they interact with it.
And while names like Apple and Nike get all the glory, they’ve been dissected to death. Let’s look at some fresher examples that prove great messaging isn’t just for Goliaths—it’s for any brand bold enough to commit to a clear, human idea and repeat it relentlessly.
Slack: “Where Work Happens”
This line helped Slack explode from tech darling to workplace essential. In just three words, it reframes a tool as a space—positioning Slack as not just another app, but the place where modern work lives, breathes, and moves forward. It was outcome-driven, intuitive, and smartly narrow. Instead of trying to be everything for everyone, Slack carved out a mental category and owned it.
Notion: “The all-in-one workspace for your notes, tasks, wikis, and databases”
Is it sexy? No. But it's brilliant. Notion wins by owning completeness in a scattered world. While competitors focused on features, Notion went all-in on consolidation. This messaging appeals to the overwhelmed—people juggling a dozen tools who crave one system that actually works. It’s a functional promise that reflects emotional relief.
North Face: “Never Stop Exploring”
This one transcends product. It’s not about jackets or gear—it’s about identity. North Face invites you into a mindset: one that values curiosity, grit, and movement. Whether you’re summiting Everest or walking your dog in 40° rain, the brand makes you feel like you're part of something adventurous. That’s powerful positioning—aspirational, but personal.
Mailchimp: “Send better email” (then later, “Grow your business”)
Mailchimp started with simple, no-BS messaging. “Send better email” told you exactly what it helped you do—with a wink of humility. As they evolved into a full marketing platform, “Grow your business” took over. It’s not clever, but it’s smart—an emotional upgrade that still fits their voice. Mailchimp never tried to sound like a giant, and that’s why they became one.
Patagonia: “We’re in business to save our home planet.”
This isn’t messaging. It’s a mission, bluntly stated. Patagonia’s entire brand exists to reflect it. From its tone of voice to the way it sues the U.S. government to protect public lands, the message isn’t decoration—it’s direction. That’s what makes it unforgettable. Not everyone can go this bold, but it’s a reminder that clarity and conviction go further than polish.
Ready to stop admiring great messaging—and start building your own?
Explore what brand messaging really is—and what it takes to make it work.