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Top brand positioning clichés in tech (and how to avoid them)

March 26th 2024

By Emily

Tech brand positioning can sometimes feel like you’re stuck on a loop, hearing the same phrases echo again and again.

“Innovative solutions,” “revolutionary technology,” “world-changing,” – sound familiar? These clichés have become the comfort zone for many tech brands, but they do little to distinguish you in a market that thrives on differentiation.

Let’s dissect these clichés and explore ways to craft more original and impactful brand positioning.

Common clichés in tech branding

  1. The innovation echo chamber

    Claiming innovation without context is like saying you breathe air. It’s a given, especially in tech. The term is so overused that it’s lost its impact, leaving audiences numb rather than intrigued.

  2. Revolution, but on repeat

    When every tech brand claims to be revolutionary, the term loses its weight. Without tangible evidence or clear differentiation, these claims blend into the white noise of the tech sphere.

  3. World-changers, unite

    It’s a noble goal to aspire to change the world, but without specifics, it’s just another grandiose claim. This narrative needs grounding in reality to resonate authentically with your audience.

  4. The user-friendly veneer

    In today’s tech landscape, being user-friendly isn’t a unique selling point; it’s a basic requirement. Highlighting this as a key differentiator underestimates the expectations of your tech-savvy audience.

  5. “Leading” the undefined race

    Many tech brands claim leadership without specifying the race they’re leading. Without context, such as market share or innovation in a particular niche, this claim falls flat.

  6. Overuse of blue

    While blue is synonymous with trust and reliability, its overuse in tech branding has rendered it cliché. Exploring a broader palette can help your brand stand out.

  7. Clinical imagery and sterile interfaces

    The tendency to lean towards clean, almost clinical imagery and interfaces in tech can make brands seem cold and impersonal. Integrating warmer elements or more vibrant visuals can humanize your brand.

Crafting a distinctive brand position

  1. Articulate your Unique Value Proposition (UVP)

    What do you offer that they cannot get anywhere else? Your UVP should delve into what sets your technology apart. Is it the cost-saving benefits, its contribution to a sustainable future, or perhaps a proprietary feature unavailable elsewhere? Be precise and persuasive.

  2. Tell your unique story

    Every brand’s journey is filled with unique challenges, breakthroughs, and milestones. Share your journey to engage your audience on a human level, moving beyond the tech to tell the tale of ambition, perseverance, and innovation.

  3. Benefits over features

    Tech enthusiasts love specs, but most consumers are more interested in how your technology will enhance their lives or work. Highlight real-world applications and benefits, making them the hero of your brand narrative.

  4. Speak clearly, avoid jargon

    While it’s tempting to flex your tech vocabulary, clarity wins over complexity every time. Ensure your messaging is accessible to laypeople, making your brand inviting rather than intimidating.

  5. Stand out with your visual identity

    Step away from the clichéd imagery and colour schemes that dominate tech branding. Dare to be different with a visual identity that captures your brand’s essence and stands out in a crowded marketplace.

  6. Genuine community engagement

    Beyond social media likes and shares, engage with your community to gain insights into their needs, preferences, and feedback. Use this goldmine of information to fine-tune your brand positioning.

  7. Embrace transparency

    In an industry rife with over-promises, being honest about what your technology can and cannot do sets you apart. Authenticity builds trust and establishes a foundation for long-term customer relationships.

Be unmistakably you

The antidote to clichés is authenticity. By understanding and articulating your brand’s unique story, values, and benefits, you can craft a brand positioning strategy that resonates deeply with your target audience. This doesn’t mean abandoning concepts like innovation or user-friendliness but redefining them in a way that’s uniquely yours.

In a world hungry for genuine connection and novel experiences, your brand’s authenticity is its most potent weapon. Use it wisely to cut through the clichés and establish a brand positioning that’s not just heard but felt and remembered.

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