The world is changing, and marketing is no different! We know that large companies are developing more and more innovative ways to catch our attention. So when it comes to branding your business, can de-branding be the key?
What is ‘de-branding’?
De-branding is where a company logo contains minimal or no text, this is because the logo is a symbol that represents the brand. Take MasterCard as an example, earlier this year they revealed their new logo which saw the removal of their company name altogether, the logo still contains the iconic red and yellow circles but with the removal of “MasterCard”.
Is de-branding New?
This is not the first time we have seen large companies opt for a cleaner cut appearance, in 1955 Nike was one of the first brands to de-brand when they removed their business name and replaced it with their tagline “Just Do It”.
Why are companies de-branding?
Design is taking a more streamlined approach, and the same method is applied when it comes to creating company logos. Symbols work better than long names on computer screens and apps, and they allow for greater flexibility if a company wants to dabble in multiple industries at once. Another benefit that is proving popular is that companies can use the same logo internationally as there is no need for translation.
Another theory is that large corporations are finding it harder to reach buyers with growing scepticism, it is important for any brand to have maximum reach. So to combat this scepticism they have chosen to de-brand, this is believed to offer a more approachable feel to the brand. Nameless logos can evoke more personal and immediate reactions which are being demanded from brands Social Media.
The benefits of de-branding
The need to get more personal with consumers has never been greater, with the interaction and influence Social Media can offer, it is key that large brands incorporate this personal feel into the branding. We have seen great success from de-branding, a good example is when Coca-Cola launched “Share a Coke” campaign, they completely removed their company name from their bottles and replaced them with popular names like Ben, Tom, Mom and Dad. By doing this, they sparked a rise in sales by more than 2% which helped reverse more than ten years of decline in Coke consumption, all through replacing their brand name.
In summary, de-branding can be the way forward in creating a more personable brand and following the increase in interactions on Social Media between brand and consumer which is only set to rise, it will be more important than ever to have a strong branding or should I say de-branding campaign.
