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.

1. Startup
Survival Kit
13 Brand
Killers
to Avoid
Like the
Plague @davidbrier

2. In the nex
24 hours, t
18 new
companies
will open
their door
s
17 of them
violate thwill
war ning. is

3. there is a #1 killer of brands:
Clichés

4. there is a #1 killer of brands:
Clichés
they suck the life
out of everything

5. there is a #1 killer of brands:
Clichés
they suck the life
out of everything
Prolonged exp h:
clichés
to predictable sure
Cause of Deat
o

6. ax
This is not b
hc
the killer

7. ax
This is not b
hc
the killer
It’s stupidity that’s the killer

8. the cure?

9. the cure?
knowledge.

10. He re are
13 known
“ brand
kil lers”
t o avoid
at all
c osts

11. He re are
13 known
“ brand
kil lers”
o avoid
While some of the
follo wing examples are t
most obvious in the
hnology space, their
at all
osts
tec
medi
b oring predictable
ocrity is something
c
t o eliminate from all
branding.

12. ,y
Brand Killer #1 lp
DESCRIBING YOUR BRAND WITH THIS
Get your free copy of
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13. ,y
Brand Killer #1 lp
DESCRIBING YOUR BRAND WITH THIS
best
of
breed
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14. ,y
Brand Killer #1 lp
DESCRIBING YOUR BRAND WITH THIS
best
of Trust me:
It’s no more
breed special hearing
it from you than
from the previous
575 companies
Get your free copy of
that said the
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15. lp
Brand Killer #2 i
u
STARTING OUT ANY OFFERING WITH
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16. lp
Brand Killer #2 i
u
STARTING OUT ANY OFFERING WITH
leading
provider
of...
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17. lp
Brand Killer #2 i
u
STARTING OUT ANY OFFERING WITH
leading Every company
provider has sipped
gallons of its own
kool aid and is
of... absolutely certain
nobody has what
they have. This is
substance abuse
Get your free copy of
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at its best.

18. ,y
Brand Killer #3 lp
USING THIS DESCRIPTIVE ADJECTIVE
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19. ,y
Brand Killer #3 lp
USING THIS DESCRIPTIVE ADJECTIVE
next
generation
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20. ,y
Brand Killer #3 lp
USING THIS DESCRIPTIVE ADJECTIVE
next There’s nothing
generation “next” about this
phrase except
to reinforce
the yearning
that the next
presentation be
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better than yours.

21. ,y
Brand Killer #4 lp
UTTERING ANY VERSION OF...
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22. ,y
Brand Killer #4 lp
UTTERING ANY VERSION OF...
committed
to
excellence
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23. ,y
Brand Killer #4 lp
UTTERING ANY VERSION OF...
It’s assumed
committed you’re
committed to
to something.
But stating this
excellence proves your idea
of excellence
compared to
anybody who’s
in business
Get your free copy of
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are worlds apart.

24. ws
Brand Killer #5 xv
b
PROMOTING YOUR COMPANY WITH
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25. ws
Brand Killer #5 xv
b
PROMOTING YOUR COMPANY WITH
dedicated
team
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26. ws
Brand Killer #5 xv
b
PROMOTING YOUR COMPANY WITH
dedicated
team Using this proves
only one thing:
You’re dedicated
Get your free copy of
to overused, tired
“ The Lucky Brand” ebook and dull clichés.

27. gh9
Brand Killer #6 6
REFERRING TO YOUR SERVICES WITH
Get your free copy of
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28. gh9
Brand Killer #6 6
REFERRING TO YOUR SERVICES WITH
best
practices
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29. gh9
Brand Killer #6 6
REFERRING TO YOUR SERVICES WITH
best Use of this phrase
is evidence that
practices you wouldn’t
know a best
practice if it
paraded in your
reception area
Get your free copy of
in fluorescent
“ The Lucky Brand” ebook undergarments.

30. wr
yt
Brand Killer #7 ;,[
]
USING THIS IN ANY SENTENCE EVER
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31. wr
yt
Brand Killer #7 ;,[
]
USING THIS IN ANY SENTENCE EVER
mission
critical
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32. wr
yt
Brand Killer #7 ;,[
]
USING THIS IN ANY SENTENCE EVER
mission
critical
Get your free copy of
Houston, we
“ The Lucky Brand” ebook have a problem.

33. ws
Brand Killer #8
LOSING GROUND WITH THIS DINOSAUR
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34. ws
Brand Killer #8
LOSING GROUND WITH THIS DINOSAUR
going
that
extra
mile
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35. ws
Brand Killer #8
LOSING GROUND WITH THIS DINOSAUR
going
that
extra Have you noticed
mile dinosaurs no
longer roam the
Earth? Use this
Get your free copy of
cliché and you’ll
“ The Lucky Brand” ebook follow their path.

36. 786
Brand Killer #9 50
STATING THIS INSTEAD OF SHOWING IT
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37. 786
Brand Killer #9 50
STATING THIS INSTEAD OF SHOWING IT
culture of
innovation
Get your free copy of
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38. 786
Brand Killer #9 50
STATING THIS INSTEAD OF SHOWING IT
culture of If you have to
innovation resort to stating
this cliché, you’re
not only not
innovative, you’re
putting everyone
Get your free copy of
in the room to
“ The Lucky Brand” ebook sleep.

39. ws
Brand Killer #10 xv
b
USING THESE 3 SYLLABLES OF DEATH
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40. ws
Brand Killer #10 xv
b
USING THESE 3 SYLLABLES OF DEATH
cutting
edge
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41. ws
Brand Killer #10 xv
b
USING THESE 3 SYLLABLES OF DEATH
cutting
edge
Get your free copy of
“ The Lucky Brand” ebook So 80s.

42. ws
xv
Brand Killer #11 b
USING THIS MARKETING ARTIFACT
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43. ws
xv
Brand Killer #11 b
USING THIS MARKETING ARTIFACT
state of
the art
Get your free copy of
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44. ws
xv
Brand Killer #11 b
USING THIS MARKETING ARTIFACT
state of
the art The sure-fire way
to insult
someone’s
intelligence
Get your free copy of
“ The Lucky Brand” ebook in 4 words.

45. ;i
Brand Killer #12 [m
SAYING THIS NOT-SO-SMART PHRASE
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46. ;i
Brand Killer #12 [m
SAYING THIS NOT-SO-SMART PHRASE
knowledgeable
staff
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47. ;i
Brand Killer #12 [m
SAYING THIS NOT-SO-SMART PHRASE
It’s assumed
you have
knowledgeable
knowledgeable staff. It’s also
staff assumed they
breathe regularly,
take of their
personal hygiene
and show up on
time. Other details
Get your free copy of
that you also
“ The Lucky Brand” ebook wouldn’t point out.

48. nb
Brand Killer #13 m
n
USING THIS MEANINGLESS PROMISE
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49. nb
Brand Killer #13 m
n
USING THIS MEANINGLESS PROMISE
world
class
Get your free copy of
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50. nb
Brand Killer #13 m
n
USING THIS MEANINGLESS PROMISE
This was once a
meaningful
phrase. It’s since
world become an
overused phrase
class that says more
about a lack of
ingenuity in
differentiating
your brand than
Get your free copy of
providing any
“ The Lucky Brand” ebook relevant meaning.

51. All those brand
killers belong
here:
v b
s x
w

52. now you know.
so, Practice the
following:
@davidbrier

53. now you know.
so, Practice the
following:
look outside of
your industry.
@davidbrier

54. now you know.
so, Practice the
following:
look outside of
your industry.
know that if it
bores you, it will
bore others.
@davidbrier

55. now you know.
so, Practice the
following:
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. @davidbrier

56. Need more insight into creating a brand?
Check out:
Follow @davidbrier Subscribe: www.risingabovethenoise.com

57. Want more?

58. Want more?
Subscribe at RisingAboveTheNoise.com

59. Want more?
Subscribe at RisingAboveTheNoise.com
Follow David Brier on twitter:
@davidbrier

60. 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