Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague

@davidbrier

StartupSurvival Kit13 Brand Killers to Avoid Like the Plague

http://www.twitter.com/davidbrier


In the next 24 hours,18 new companies will open their doors17 of them will violate this warning.

there is a #1 killer of brands:

Clichés


Clichésthey suck the lifeout of everything


Clichés

Cause o

f Death

:Pro

longed

exposu

reto p

redict

able cl

ichés

they suck the lifeout of everything

This is not the killer

a xbhc

This is not the killer

It’s stupidity that’s the killer

a xbhc

the cure?

the cure?knowledge.

Here are13 known

“brand killers”to avoidat all costs

Here are13 known

“brand killers”to avoidat all costs

!ile"ome of the

following examples are

most obvious in the

technology"pace, their

boring predictable

mediocrity is"omething

to eliminate from all branding.

!and "ller #1DESCRIBING YOUR BRAND WITH THIS

Get your free copy of“The Lucky !and” ebook

,ylp

http://www.risingabovethenoise.com/free-ebook/



best of

breedGet your free copy of

“The Lucky !and” ebook

,ylp




best of

breedTrust me:

It’s no more special hearing it from you than

from the previous 575 companies that said the same thing.


,ylp



!and "ller #2STARTING OUT ANY OFFERING WITH


lpiu[




leading provider

of...Get your free copy of


lpiu[




leading provider

of...Every company

has sipped gallons of its own

kool aid and is absolutely certain nobody has what they have. This is substance abuse

at its best.Get your free copy of“The Lucky !and” ebook

lpiu[



!and "ller #3USING THIS DESCRIPTIVE ADJECTIVE


,ylp




next generation


,ylp




next generation

There’s nothing “next” about this phrase exceptto reinforcethe yearningthat the next

presentation be better than yours.Get your free copy of


,ylp



!and "ller #4 UTTERING ANY VERSION OF...


,ylp




committed to

excellence


,ylp




committed to

excellence

It’s assumed you’re

committed to something.

But stating this proves your idea

of excellence compared to

anybody who’s in business

are worlds apart. Get your free copy of“The Lucky !and” ebook

,ylp



!and "ller #5PROMOTING YOUR COMPANY WITH


wsxvb




dedicated team


wsxvb




dedicated team

Using this proves only one thing:

You’re dedicated to overused, tired and dull clichés.


wsxvb



!and "ller #6REFERRING TO YOUR SERVICES WITH


g h96 5



!and "ller #6REFERRING TO YOUR SERVICES WITH

best practices


g h96 5



#and $ller #6REFERRING TO YOUR SERVICES WITH

best practices

Use of this phrase is evidence that

you wouldn’t know a best practice if it

paraded in your reception area in fluorescent

undergarments.Get your free copy of


g h96 5



!and "ller #7USING THIS IN ANY SENTENCE EVER


q wryt; , [ ]iul




mission critical


q wryt; , [ ]iul




mission critical

Houston, we have a problem.


q wryt; , [ ]iul



!and "ller #8LOSING GROUND WITH THIS DINOSAUR


wsxvb




going that

extra mile


wsxvb




going that

extra mile

Have you noticed dinosaurs no

longer roam the Earth? Use this cliché and you’ll follow their path.


wsxvb



!and "ller #9STATING THIS INSTEAD OF SHOWING IT


7 8 65 0 87




culture of innovation


7 8 65 0 87




culture of innovation

If you have to resort to stating this cliché, you’re

not only not innovative, you’re putting everyone

in the room to sleep.


7 8 65 0 87



!and "ller #10USING THESE 3 SYLLABLES OF DEATH


wsxvb




cutting edge


wsxvb




cutting edge

So 80s.Get your free copy of“The Lucky !and” ebook

wsxvb



!and "ller #11USING THIS MARKETING ARTIFACT


wsxvb




state of the art


wsxvb




state of the art

The sure-fire way to insult

someone’s intelligence in 4 words.Get your free copy of


wsxvb



!and "ller #12SAYING THIS NOT-SO-SMART PHRASE


;i[m




knowledgeable staff


;i[m




knowledgeable staff

It’s assumedyou have

knowledgeable staff. It’s also

assumed they breathe regularly,

take of their personal hygiene and show up on

time. Other details that you also

wouldn’t point out.Get your free copy of


;i[m



!and "ller #13USING THIS MEANINGLESS PROMISE


nbmn,




world class


nbmn,




world class

This was once a meaningful

phrase. It’s since become an

overused phrase that says more about a lack of

ingenuity in differentiating

your brand than providing any

relevant meaning.Get your free copy of


nbmn,



All those brand killers belong

here:

wsxvb

now you know.so, Practice the

following:

@davidbrier




following:

@davidbrier

look outside of your industry.




following:

@davidbrier


know that if it bores you, it will

bore others.




following:

@davidbrier


know that if it bores you, it will

bore others.

Dare to stand out. There’s less risk

that way.



Need more insight into creating a brand?Check out:

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http://www.slideshare.net/brierman/whats-killing-your-brand-darker-alt-2

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http://www.slideshare.net/brierman/5-ways-to-create-a-brand-people-give-a-sht-about-rb

http://www.slideshare.net/brierman/5-ways-to-create-a-brand-people-give-a-sht-about-rb

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Design, art direction and text by David Brier of DBD International

Copyright 2013 DBD International





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Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague