5 Key Brand Message Examples for Effective Branding
Nike's "Just Do It" is a prime example of an impactful brand message. The slogan fits perfectly with the brand’s target audience: athletes. Most athletes would love to have Nike merchandise simply because the slogan “Just Do It” pushes their limits to go beyond.
Similarly, Walmart’s “Save Money, Live Better” is another excellent example. It appeals directly to the middle-class demographic. Who in the world wouldn’t want to save money and live a better life?
If we look closely, these slogans align perfectly with the brand’s target audience and serve strong, subtle calls to action.
But is brand messaging just about slogans and taglines? Not quite.
In this article, we’ll learn from reputable brands and see how you can craft robust and compelling brand messages.
Is Brand Message and Taglines/Slogans the Same?
No, brand messaging is often confused with taglines and slogans. But they don’t refer to the same thing.
Brand messaging is treated as a broader idea and refers to principles defining how your business delivers its values and communicates with other consumers. The messaging sets the foundation for all communication and creates a perception of your brand identity among your audience.
On the other hand, titles/slogans can be regarded as a subcategory of brand messaging. These are phrases that define your brand’s personality, and they serve as an excellent marketing strategy. Creative taglines not only become the entire personality of a brand but also serve as subtle calls to action and bring in countless leads.
Top 5 Brand Message Examples
CeraVe - Developed with dermatologists. Not Michael Cera. He’s not a dermatologist.
Business doesn’t have to be stiff and boring. After all, it’s driven by people—real human beings who need to connect, laugh, and enjoy life. Even brands in more formal industries can embrace a light-hearted approach. CeraVe, the skincare brand, is a perfect example of this balance.
Their tagline, “Developed with dermatologists. Not Michael Cera. He’s not a dermatologist,” is witty, memorable, and fun. Despite being in a typically severe category, the humor stands out and makes the message clear: skincare should be trusted by experts, not celebrities.
We all have that one aunt who cooks the most weird-looking shrubs in a pot, dilutes the most ill-smelling solution, and claims her solution to be the elixir of life meant to cure all illnesses and give you a glowing life.
Surprisingly, this aunt also has glowing skin. But we won’t believe her. Because we know she doesn’t know the chemistry of skin and isn’t a certified dermatologist. CeraVe conveys the same message. Just because Michael Cera is an A-tier actor and has a name with a striking resemblance to the skincare brand, he does not make the creams. The dermatologists at CeraVe do.!
ServiceNow - Where the Office Goes, Make the Workflow
Traditionally, businesses didn’t need software or computers to operate. A physical outlet, some machinery, and a labor force were enough. But then came the industrial revolution. Masses upon masses of raw material started getting shipped from country to country.
And the paper was, by no means, an effective method to keep track of this billion-dollar business. Not just this import export, but around every business these days relies heavily on software and computers.
Just as there was once the fear of losing essential data in paper form, digital data can also be lost or compromised. And data is the lifeblood of any business. It keeps the business running, without which operations would grind to a halt.
ServiceNow is one of millions of IT firms that provide technical support and IT infrastructure maintenance. But there’s a reason why ServiceNow is an industry-level competitor; it's brand messaging. The firm, concise, and catchy phrase feels like a Shakespear stanza. Yet, it's not outdated.
ServiceNow effectively communicates in just two short sentences that their service is versatile and inclusive. It doesn't matter where you're located or what type of business you run—if you use their system, your digital workflows will thrive and cater to everyone's needs, whether you’re in HR or IT.
Bounty - The Quicker Picker Upper
As humans, we all need to stay clean, and let's be honest—we want to do it quickly. (And you know exactly what I mean.) And the upper part, I don’t even know how to explain that in the brand management tool's blog post.
The idea here is that Bounty’s closely rhyming brand message sells. It immediately diverts the human mind to think what the message means. And when you know it, you can’t help but chuckle and drop a bounty roll in your trolley.
It's no news that Bounty is already a global brand and has been selling paper towels, napkins, and toilet paper for over 50 years now. But despite being that old, the brand is still a consistent top player in its space. The way how Bounty’s team markets for a paper towel company that has little to no room for creativity, with extra creative efforts, is commendable.
Mastercard - There Are Some Things Money Can’t Buy. For Everything Else, There’s Mastercard
There’s no doubt that MasterCard is one of the most well-known pioneers in payment innovation and technology, producing credit cards, debit cards, prepaid cards, and gift cards. With so many alternative options to choose from, MasterCard knew that it would need strong, distinctive messaging to stand out in a competitive market.
The famous slogan dates back to 1997, and it has stuck ever since then. The slogan was introduced as just another marketing campaign, but it gained popularity. People like it, and MasterCard took no time to recognize that. Soon, the slogan represented the brand, and it became MasterCard’s entire personality.
On an intrinsic level, when you hear "Some Things money can't buy," your mind naturally drifts to cherished relationships, friendships, and genuine love—things that hold immeasurable value. MasterCard, unlike many money-driven companies, recognizes that in today’s fast-paced, often materialistic world, there are things that money simply can’t purchase, like honesty and authenticity.
This belief differentiates MasterCard from its competitors. It conveys a message of trust and integrity and positions the brand as not just a financial service provider but as one that values the deeper, intangible aspects of life.
Grammarly - Get Your Tone Just Right
There have been countless times when I’ve found myself stuck while writing a professional email, wondering if I was striking the right tone. Was I being too formal? Too casual? And then there were the moments in group chats when I had to throw in a smiley emoji just to make sure my message didn’t come off as rude.
With Grammarly, that fear is gone. Now, to be clear, this isn’t a paid ad, but credit is due where it’s deserved. Grammarly has undoubtedly improved the daily tasks of countless people around the world by helping them communicate more clearly and effectively.
Grammarly's marketing team is also top-notch. Their ads are visually appealing and do a great job of showing how Grammarly can solve those awkward, misunderstood texts. Plus, their slogan is refreshingly optimistic.
To Top it Up:
In the bottom line, your brand messaging should be creative. While everyone else might be taking the straight road to success, don’t be afraid to explore the curves. You might just find a shortcut. Yes, there will be setbacks, but those challenges set you apart from your competitors.
If you’re still unsure about crafting those creative, catchy, and concise phrases, try Ethos. Our Brand asset management tool provides precisely what you need in today’s fast-paced world. And if you ever feel stuck, our integrated AI is there to lend a hand.
Take advantage of our 30-day free trial—no credit card required!
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