For anyone new here, I’m the founder of Woo Punch, a brand consultancy rooted in evidence-based brand design. I write about the evidence that debunks brand purpose, differentiation, brand love, loyalty marketing, customer personas, color psychology, mission statements, customer engagement, AdTech, and “hustle culture.”

Want to chat about your brand? Schedule a free intro call.

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If you want to stick in buyers’ minds over time and avoid confusion with other brands, you must first research the market to identify which cliches you need to avoid.

I did a quick competitive analysis of coffee shops to see how a new brand could avoid looking like everyone else.

Brand Design Cliches to Avoid.

Advertising Cliches to Avoid.

1. Ads featuring utopias of unrealistically diverse patrons and overly friendly baristas.

2. Ads showcasing $15/hr baristas who are obsessed with their jobs.

3. Coffee shop corporations that brag about the good they do in the world (even when those initiatives benefit them financially).

4. Closeups of beans.

5. Bonus: This SNL skit poking fun at Dunkin Donuts commercials.

The good news is, if you own a coffee shop, it’s pretty easy to stand out!

Let’s chat: austin@woopunch.com