Forget Rebranding. Let’s Unbrand.

The old branding model, built on control, sameness, and surface polish, has lost ground to something messier, more human and more honest. Where branding once meant projecting a carefully managed image to passive audiences, today it means co-creating meaning with active communities. People no longer want to be “targeted”, they want to be included. They want clarity, not spin. They want tools, not taglines.

This piece draws inspiration from Jason Grant’s What is Post-branding? (2023) and builds on its core idea: if branding has become a system of control, then the most radical move isn’t to rebrand — it’s to unbrand.

What follows is a working model, eight principles that offer a practical, ethical alternative to the old rules of branding. A set of shared principles for anyone trying to communicate values, build trust, and create change without falling into the traps of corporate branding. These eight points offer an alternative logic: one rooted in openness, participation, and cultural respect. You won’t find logo rules or tone-of-voice grids here. Instead, you’ll find a framework for doing identity work in public, with purpose and people at the center.

1. We Are Not Selling, We Are Connecting.

We reject the idea that everything must look and feel like a brand. Our purpose is not to sell products, but to build relationships, share values, and inspire action.

2. We Design with, Not for.

We believe in collaboration. The people affected by our work are part of the process, not the audience at the end of it.

3. We Make Things Open.

Our designs, ideas, and tools should be shared freely whenever possible. Transparency builds trust. Hoarding knowledge builds walls.

4. We Embrace Difference.

We don’t force everything to look the same. We create flexible systems that respect local cultures, languages, and voices. Diversity is strength, not a branding challenge.

5. We Tell the Truth, Even When It’s Messy.

We don’t hide behind slogans or polish. We name problems, share struggles, and invite people into honest conversations.

6. We Create for People, Not Algorithms.

Our work should serve communities, not just chase clicks, likes, or donor dollars. Real impact matters more than metrics.

7. We Question the Frame.

We don’t just borrow language or methods from corporations. We ask: Who made this system? Who benefits? What could we build instead?

8. We Are Here to Change the Culture, Not Copy It.

We challenge the logic of constant growth, consumption, and control. Our work reflects the future we want to live in, cooperative, fair, and free.