startup survival kit: 13 brand killers to avoid like the plague
Post on 21-Oct-2014
7.630 views
DESCRIPTION
http://www.risingabovethenoise.com Brand identity specialist and Fast Company blogger, David Brier, has listed out 13 "brand killers" for branding in today's economy so you can succeed with social media and other channels. Invaluable for startups and older companies alike. David has worked with Revlon, Estee Lauder, New York City Ballet as well as many smaller and regional companies (and even branding cities). Branding is the art of differentiation and this little checklist provides some of the secret ammo that helps make David the Branding GPS many look to for direction for their brand. For free updates, subscribe to his site listed above.TRANSCRIPT
![Page 1: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/1.jpg)
@davidbrier
StartupSurvival Kit13 Brand Killers to Avoid Like the Plague
![Page 2: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/2.jpg)
In the next 24 hours,18 new companies will open their doors17 of them will violate this warning.
![Page 3: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/3.jpg)
there is a #1 killer of brands:
Clichés
![Page 4: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/4.jpg)
there is a #1 killer of brands:
Clichésthey suck the lifeout of everything
![Page 5: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/5.jpg)
there is a #1 killer of brands:
Clichés
Cause o
f Death
:Pro
longed
exposu
reto p
redict
able cl
ichés
they suck the lifeout of everything
![Page 6: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/6.jpg)
This is not the killer
a xbhc
![Page 7: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/7.jpg)
This is not the killer
It’s stupidity that’s the killer
a xbhc
![Page 8: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/8.jpg)
the cure?
![Page 9: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/9.jpg)
the cure?knowledge.
![Page 10: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/10.jpg)
Here are13 known
“brand killers”to avoidat all costs
![Page 11: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/11.jpg)
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.
![Page 12: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/12.jpg)
!and "ller #1DESCRIBING YOUR BRAND WITH THIS
Get your free copy of“The Lucky !and” ebook
,ylp
![Page 13: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/13.jpg)
!and "ller #1DESCRIBING YOUR BRAND WITH THIS
best of
breedGet your free copy of
“The Lucky !and” ebook
,ylp
![Page 14: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/14.jpg)
!and "ller #1DESCRIBING YOUR BRAND WITH THIS
best of
breedTrust me:
It’s no more special hearing it from you than
from the previous 575 companies that said the same thing.
Get your free copy of“The Lucky !and” ebook
,ylp
![Page 15: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/15.jpg)
!and "ller #2STARTING OUT ANY OFFERING WITH
Get your free copy of“The Lucky !and” ebook
lpiu[
![Page 16: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/16.jpg)
!and "ller #2STARTING OUT ANY OFFERING WITH
leading provider
of...Get your free copy of
“The Lucky !and” ebook
lpiu[
![Page 17: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/17.jpg)
!and "ller #2STARTING OUT ANY OFFERING WITH
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[
![Page 18: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/18.jpg)
!and "ller #3USING THIS DESCRIPTIVE ADJECTIVE
Get your free copy of“The Lucky !and” ebook
,ylp
![Page 19: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/19.jpg)
!and "ller #3USING THIS DESCRIPTIVE ADJECTIVE
next generation
Get your free copy of“The Lucky !and” ebook
,ylp
![Page 20: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/20.jpg)
!and "ller #3USING THIS DESCRIPTIVE ADJECTIVE
next generation
There’s nothing “next” about this phrase exceptto reinforcethe yearningthat the next
presentation be better than yours.Get your free copy of
“The Lucky !and” ebook
,ylp
![Page 21: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/21.jpg)
!and "ller #4 UTTERING ANY VERSION OF...
Get your free copy of“The Lucky !and” ebook
,ylp
![Page 22: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/22.jpg)
!and "ller #4 UTTERING ANY VERSION OF...
committed to
excellence
Get your free copy of“The Lucky !and” ebook
,ylp
![Page 23: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/23.jpg)
!and "ller #4 UTTERING ANY VERSION OF...
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
![Page 24: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/24.jpg)
!and "ller #5PROMOTING YOUR COMPANY WITH
Get your free copy of“The Lucky !and” ebook
wsxvb
![Page 25: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/25.jpg)
!and "ller #5PROMOTING YOUR COMPANY WITH
dedicated team
Get your free copy of“The Lucky !and” ebook
wsxvb
![Page 26: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/26.jpg)
!and "ller #5PROMOTING YOUR COMPANY WITH
dedicated team
Using this proves only one thing:
You’re dedicated to overused, tired and dull clichés.
Get your free copy of“The Lucky !and” ebook
wsxvb
![Page 27: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/27.jpg)
!and "ller #6REFERRING TO YOUR SERVICES WITH
Get your free copy of“The Lucky !and” ebook
g h96 5
![Page 28: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/28.jpg)
!and "ller #6REFERRING TO YOUR SERVICES WITH
best practices
Get your free copy of“The Lucky !and” ebook
g h96 5
![Page 29: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/29.jpg)
#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
“The Lucky !and” ebook
g h96 5
![Page 30: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/30.jpg)
!and "ller #7USING THIS IN ANY SENTENCE EVER
Get your free copy of“The Lucky !and” ebook
q wryt; , [ ]iul
![Page 31: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/31.jpg)
!and "ller #7USING THIS IN ANY SENTENCE EVER
mission critical
Get your free copy of“The Lucky !and” ebook
q wryt; , [ ]iul
![Page 32: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/32.jpg)
!and "ller #7USING THIS IN ANY SENTENCE EVER
mission critical
Houston, we have a problem.
Get your free copy of“The Lucky !and” ebook
q wryt; , [ ]iul
![Page 33: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/33.jpg)
!and "ller #8LOSING GROUND WITH THIS DINOSAUR
Get your free copy of“The Lucky !and” ebook
wsxvb
![Page 34: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/34.jpg)
!and "ller #8LOSING GROUND WITH THIS DINOSAUR
going that
extra mile
Get your free copy of“The Lucky !and” ebook
wsxvb
![Page 35: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/35.jpg)
!and "ller #8LOSING GROUND WITH THIS DINOSAUR
going that
extra mile
Have you noticed dinosaurs no
longer roam the Earth? Use this cliché and you’ll follow their path.
Get your free copy of“The Lucky !and” ebook
wsxvb
![Page 36: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/36.jpg)
!and "ller #9STATING THIS INSTEAD OF SHOWING IT
Get your free copy of“The Lucky !and” ebook
7 8 65 0 87
![Page 37: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/37.jpg)
!and "ller #9STATING THIS INSTEAD OF SHOWING IT
culture of innovation
Get your free copy of“The Lucky !and” ebook
7 8 65 0 87
![Page 38: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/38.jpg)
!and "ller #9STATING THIS INSTEAD OF SHOWING IT
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.
Get your free copy of“The Lucky !and” ebook
7 8 65 0 87
![Page 39: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/39.jpg)
!and "ller #10USING THESE 3 SYLLABLES OF DEATH
Get your free copy of“The Lucky !and” ebook
wsxvb
![Page 40: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/40.jpg)
!and "ller #10USING THESE 3 SYLLABLES OF DEATH
cutting edge
Get your free copy of“The Lucky !and” ebook
wsxvb
![Page 41: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/41.jpg)
!and "ller #10USING THESE 3 SYLLABLES OF DEATH
cutting edge
So 80s.Get your free copy of“The Lucky !and” ebook
wsxvb
![Page 42: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/42.jpg)
!and "ller #11USING THIS MARKETING ARTIFACT
Get your free copy of“The Lucky !and” ebook
wsxvb
![Page 43: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/43.jpg)
!and "ller #11USING THIS MARKETING ARTIFACT
state of the art
Get your free copy of“The Lucky !and” ebook
wsxvb
![Page 44: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/44.jpg)
!and "ller #11USING THIS MARKETING ARTIFACT
state of the art
The sure-fire way to insult
someone’s intelligence in 4 words.Get your free copy of
“The Lucky !and” ebook
wsxvb
![Page 45: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/45.jpg)
!and "ller #12SAYING THIS NOT-SO-SMART PHRASE
Get your free copy of“The Lucky !and” ebook
;i[m
![Page 46: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/46.jpg)
!and "ller #12SAYING THIS NOT-SO-SMART PHRASE
knowledgeable staff
Get your free copy of“The Lucky !and” ebook
;i[m
![Page 47: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/47.jpg)
!and "ller #12SAYING THIS NOT-SO-SMART PHRASE
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
“The Lucky !and” ebook
;i[m
![Page 48: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/48.jpg)
!and "ller #13USING THIS MEANINGLESS PROMISE
Get your free copy of“The Lucky !and” ebook
nbmn,
![Page 49: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/49.jpg)
!and "ller #13USING THIS MEANINGLESS PROMISE
world class
Get your free copy of“The Lucky !and” ebook
nbmn,
![Page 50: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/50.jpg)
!and "ller #13USING THIS MEANINGLESS PROMISE
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
“The Lucky !and” ebook
nbmn,
![Page 51: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/51.jpg)
All those brand killers belong
here:
wsxvb
![Page 52: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/52.jpg)
now you know.so, Practice the
following:
@davidbrier
![Page 53: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/53.jpg)
now you know.so, Practice the
following:
@davidbrier
look outside of your industry.
![Page 54: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/54.jpg)
now you know.so, Practice the
following:
@davidbrier
look outside of your industry.
know that if it bores you, it will
bore others.
![Page 55: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/55.jpg)
now you know.so, Practice the
following:
@davidbrier
look outside of your industry.
know that if it bores you, it will
bore others.
Dare to stand out. There’s less risk
that way.
![Page 56: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/56.jpg)
Need more insight into creating a brand?Check out:
Follow @davidbrier Subscribe: www.risingabovethenoise.com
![Page 57: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/57.jpg)
Want more?
![Page 58: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/58.jpg)
Want more?Subscribe at RisingAboveTheNoise.com
![Page 59: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/59.jpg)
Want more?Subscribe at RisingAboveTheNoise.com
Follow David Brier on twitter:@davidbrier
![Page 60: Startup Survival Kit: 13 Brand Killers to Avoid Like the Plague](https://reader034.vdocuments.mx/reader034/viewer/2022051411/5446908fb1af9fd33a8b464a/html5/thumbnails/60.jpg)
Want more?Subscribe at RisingAboveTheNoise.com
Follow David Brier on twitter:@davidbrier
Design, art direction and text by David Brier of DBD International
Copyright 2013 DBD International