“Branding is Actions” | Scott Stratten UnBranding
What is the purpose of unbranding?
Unbranding’s primary goal is to increase customer needs-focused attention. Companies concentrate on the inherent benefits of their products by utilizing unbranding strategies. Unbranding can make it simpler to promote a product’s uses to a variety of groups while emphasizing a product’s brand as a selling point frequently involves developing a specific voice and identity that may be more appealing to certain audiences. Putting less emphasis on a company’s identity and visual branding can also help the company emphasize other aspects of marketing its products, like customer service or product development.
What is unbranding?
The process of unbranding involves limiting or removing a company’s identity from its goods and services. This can be done by altering product packaging to make the company name and logo less noticeable or by adjusting advertisements to focus on a product’s feature and function rather than the company’s brand. Companies can engage in unbranding once their brand identity has already been established, or they can develop new product lines using deliberate universal messaging techniques with little to no mention of their brand.
Benefits of unbranding
Unbranding is one of many strategies that you can employ as a marketer to set your products apart from those of your rivals and grab customers’ attention. There are several benefits to using unbranding strategies, including:
Becoming more universal
Unbranding allows you to make a product line more accessible to a wider range of consumers. Unbranding can assist you in reaching other demographics not included in your original target market if you brand a product to specifically target that audience. It can also assist you in identifying additional uses for your goods and services. Instead of attempting to establish a single brand, concentrating on the usefulness of your products and thinking about how they can satisfy the unique needs of each individual customer is a great way to appeal to a larger audience.
Creating a reputation for quality
Unbranding is a popular technique used by businesses to establish a reputation for being more genuine and high-quality. Businesses must concentrate on the actual quality of their products and business plan in order to replace visual branding components. Unbranding allows consumers to focus on the real quality of a company’s manufacturing procedures, raw materials, or customer service by removing distracting promotional elements from its advertising campaign. Customers’ enjoyment of the products rather than their adherence to a brand’s voice, imaging, and lifestyle can increase brand loyalty.
A costly process requiring careful planning and market research is creating a brand’s image. This includes working with manufacturers to create branded products and graphic designers to create logos. By deciding on an unbranding strategy, you can concentrate on more straightforward approaches to product presentation for customers. Instead of developing a complex narrative and visual brand, you can opt for straightforward packaging, advertising, and promotion strategies that highlight the functionality of the products. This frequently has the additional benefit of giving customers lower prices.
Making packaging more accessible
Customers can more easily access packaging when it is unbranded because they can quickly recognize each product on the shelves. Typically, when businesses debrand their goods, they streamline the packaging so that each item is clearly labeled with the purpose, components, or ingredients. Companies may draw customers who want to learn more about a product while in the store by prioritizing the actual product rather than a brand name that the average consumer may not be familiar with. Unbranding your products can make them more approachable to potential customers, despite the fact that branded packaging may be appealing to those who are already familiar with the brand.
Changing public perceptions
Taking away branding elements can help a company’s image with the general public. It is possible to choose to do away with the most recognizable components of the company’s current visual brand rather than completely rebranding the entire enterprise. This can be useful for repairing damaged public relations, focusing on a different market, or changing the company’s mission after deciding to change the course of the business.
Examples of unbranding
Here are a few instances of how businesses advertise their products using unbranding:
Unbranding is frequently referred to as generic brands, store brands, or private labels. When retailers sell their own brands, they frequently emphasize the product’s quality or similarity to another brand. To draw customers, they appeal to them with simplicity, low prices, and plain packaging. Individual businesses frequently imitate the private label strategy when they use unbranding.
Unbranding is a strategy used by some well-known brands to create sub-brands using more generic and all-encompassing advertising techniques and visual branding. This typically entails the introduction of new product lines with straightforward, streamlined messaging and packaging. These subsidiary brands are related to the primary brand and occasionally use the primary brand name in promotional materials, but they rarely use it prominently in their advertising. For instance, a well-known body wash company might launch a line of soaps without its logo, replacing it with tiny text that reads “from the creators of” the business.
Removing the company name from branding materials is one method used by businesses to shed their brand identities. This occurs most frequently with businesses that can use their recognizable logo in place of their company name. By removing a company’s name from its branding materials, you can emphasize other aspects of the brand that will help it become more integrated into consumers’ lifestyles and less on name recognition.
Giving customers the option to personalize and customize products can lessen the impact of the brand and increase customer engagement. Allowing customers to order products with their names or other words on the packaging instead of the brand name or logo is one common strategy. This keeps the unbranding strategy in place while enabling customers to feel more connected to the products and foster a sense of loyalty.