The ‘Debranding’ Trend: Why Audience Matters More

The power of technology and design software is rapidly increasing. However, instead of leading to more complex designs and brand identities, we’re seeing the opposite emerge; simpler, clearer logos and visual assets. They call it ‘debranding’, and it's exactly what it sounds like: stripping your brand back to its core elements to modernise, simplify and amplify the connection with consumers.

What does it truly mean to be ‘audience-centric’?

The truth is, ‘debranding’ is actually a catchy internet term that’s telling a portion of a bigger story: the power of designing brands to be audience-centric.

In the past, brands were often seen as a way for companies to control the message and dictate how their audience perceived them. However, in the world of Web 3.0, audiences have more power than ever before. They can share their opinions and experiences with the click of a button, and choose to only interact with brands that they feel a connection with.

The idea of a ‘brand’ has evolved from a tightly-controlled narrative into a platform that audiences can use to get what they need from an organisation.?

Let’s see how some audience-centric brands behave in the wild.?

Destination brands are taking a community-first approach and need to do more than just look good. While many destination brands are built to centre the needs of visitors, we believe any brand that relies on the energy or expertise of local communities should help make life better for them too. We must look at any brand in this space with a useability lens. And in a more tangible, immediate way than simply ‘growing the visitor economy’.?

Whether this be featuring compelling local stories around town, as we did for our recent project for Northern Grampians Shire.?

…or investing in local operators and businesses, by boosting their stories through brand social media channels, as we did for part of our Shepparton & Goulburn Valley brand activation plan. The difference lies in looking at your brand as a tool for serving the community.

Not-for-Profits (NFPs) understanding the role of brand in fundraising.

Brand is often a complicated topic for the internal teams of NFPs. Fundraising teams can feel constrained by the brand, and as though it gets in the way of them converting more donors. The marketing team can get frustrated when the fundraising team goes off script.?

The problem is that NFPs have to speak to several audiences with quite varied behaviours and goals. In this case, an audience-centric brand is one that can communicate to all of its audiences, on the level that makes sense for them.?

Very Special Kids took action to make their brand more audience-centric.?

As providers of holistic palliative care for children and young people across Victoria, their work is incredibly important – and highly sensitive. Their brand needed to have the flex to talk about children that are facing life-limiting conditions and also, advertise upbeat fundraising events. We added a toolkit of assets to their existing (and well-loved) brand to help them cover all the different stories they needed to tell.?

Instead of just heading straight to debranding, here are a few things to consider:

• Start with your audience. Who are you trying to reach? What are their needs and wants?
• Be clear and concise. Your brand should be easy to understand and remember.
• Be authentic. Don't try to be something you're not. Be true to your values and mission.
• Be willing to change. Your audience is constantly evolving, and your brand should be too.

Break free of buzzwords. It’s time to put your audience first.??

Don’t get us wrong, debranding is catchy and visually satisfying. But we’re looking to get a new conversation trending: Audience-centric branding that’s purposely built to do good for teams, organisations and communities.

Let’s chat about how we can help your brand reach its full potential.?