If you really want to be unique, stay away from these overused terms.
1. Unique
Unique means one of a kind. Are you really the only business offering that service or product? Maybe you do it with a twist or with flair but there’s a good chance that you’re not unique. Sorry.
2. Innovative
Really? Are you really creating something the world has never seen before? Maybe you mean creative or new to this market?
3. Experiential
Life is experiential. We experience everything, every day, all the time. Do we really need to reinforce the fact that people experience things?
4. State of the art
The term ‘state of the art’ refers to the highest level of general development, as of a device, technique, or scientific field achieved at a particular time. Is your service or product really up to par with cutting edge surgery techniques or cancer research? Could it be considered sophisticated or technologically advanced instead?
5. Award winning
With the multitude of awards out there, it’s starting to seem like everyone is describing themselves as award winning. If you came first in biology in year eleven, does that mean you can legitimately describe yourself as award winning for the rest of your life? A better way to do this would be to reference the award you won and ensure that it’s recent, relevant and credible.
6. Iconic
The Sydney Harbour Bridge is an icon. The Opera House is an icon. Madonna is an icon. There’s a fair chance your hotel room or dessert menu or keynote speaker – unless it’s Madonna – is not. It might be renowned or famous but if people in Japan aren’t dreaming of taking a selfie with it, it’s not an icon.
7. Leading
This is generally hard to qualify and so overused that it becomes meaningless. If you are truly a leader, Nelson Mandela-style, you don’t need to tell people; they already know.
The key message here is keep it simple and honest. In a world overloaded with hyperbole, brands that communicate with humility, personality and humour stand out. Don’t hide behind corporate jargon. It’s harder to come up with something original but it will delight your customers and that alone makes it worth the effort.
