Be seen as a replaceable commodity.
Look and feel incoherent and unworthy of success.
Aimlessness. Without defining your purpose, vision, and mission, your actions will fall by the wayside.
Can you afford to be brandless?
Giving startups confidence is my mission. While this is related to design because that's the medium I've experienced these phrases through, it's applicable in other areas like pitching and sales.With that in mind, here are two phrases that make your startup sound desperate.
I just need...
This is a red flag as it implies that you are unaware of the gravitas needed for whatever you're asking for, or that you are aware and are trying to belittle the investment needed from whoever you're asking.
What to say instead:
I need to (task goes here), how can make it happen?
Damn, look at you and your confidence. This phrase is what would come from someone who is ready to partner up. They know what their goal is and they aren't trying to make it seem insignificant. Because if it was insignificant, they wouldn't care.
It's a simple site/logo/brochure/investment/whatever...
If it was simple you'd do it yourself. Don't bullshit. The truth is that simplicity is the greatest form of sophistication. Making something simple is hard and the fact that you're asking for help shows it.
What to say instead:
I need to (task goes here), how can we make it happen?
Notice a pattern forming here?
Look, the point is that asking for stuff is hard and it takes courage. But trying to belittle what you're asking for makes the results you want to achieve seem far fetched and not worth the effort.
Ask for things with confidence and be ready to accept answers you don't like. It will get you to the good ones.
Positioning is the spot your startup fills within the head of your customer. It matters because most people already have a go-to brand for most products and services they need. For example, Apple is positioned as the leader for personal technology, for most, non-technical people. Unless you are a developer in which case, you probably prefer PCs and Android phones. They claim different positions for different people and it gives them authority as a an option for people to buy.
Here is where startups go haywire with their positioning,: they play the wrong game. Specifically, this one: they try to look, feel, and act like a large company and go head-to-head with the ones already out there. This trickles into their branding efforts, making them appear sterile, stoic, and dehumanized. Why? Because they see large companies they are trying to compete with do the same thing. Here's the secret: large companies have to act that way so they don't get sued for upsetting people with their character.
As a result, customers long for something more personable (someone to claim a different position). This is something your startup could offer them if you weren't playing the "we're a big company too," game. You will lose every time. But if you gave a minimal amount of effort into giving your startup a personality and stopped trying to look, act, and feel exactly like the companies you are looking to dethrone, you'd win more often.
Play the right game.