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  • Writer's pictureThe Flash Team

Flash Tips: 10 Rebranding How-Tos

Flash recently rolled out its rebranding campaign, March 1 in time for its 10th year anniversary as an advertising firm. Looking to the future, the agency underwent a series of evaluations and re-envisioning that eventually led to the launch.

The entire process for Flash put an emphasis on its core identity after a careful reassessment of company values, vision, and mission. Says Flash Managing Director Carla Ludovico, “some things shouldn’t change.” Rebranding involves turning to oneself.

After going through the project itself, Flash developed 10 practical tips for brands to base on if they ever see the need to do so in the future.

1. Determine the reasons

Changing one’s brand is never easy. It entails a lot of effort, time, and resources. Rebranding, done capriciously, could prove disastrous for any business. At stake here is the organization’s name and reputation. Doing this without any good reason—worse, for all the wrong reasons—can also damage the ability of a company to generate awareness and build and sustain long-lasting connections with its clients and customers. Before launching, it is best to ask why such is needed now. Remember, this decision entails a long process that needs meticulous planning.

2. Go back to the core

Change is inevitable. No brand can ever adjust to the times or set the trend without knowing how to work with it. But while that is true, there are some things that shouldn’t change. And, that includes a brand’s core—its very reason for being. An organization may risk further alienating itself if it tries to totally abandon its foundations. It’s always nice to see brands come out better and stronger. During the undertaking, it is important to go back to the root of it all. Let the rebranding strategy rest on the commitment, values, and philosophies of a business.

3. Assess the brand

Now that rebranding is ongoing, focus on the existing brand for an honest assessment. One effective way to do this is by thoroughly identifying the brand’s strengths and weaknesses. Determine which strong elements are worth keeping as is and which need some little tweaking, adjusting to developments in aesthetics and sensibilities.

4. Brush up and do research

The importance of research in this project could not be overemphasized. This entails going through the best practices of collaborators and competitors alike. It also means taking down notes of recent advancements and trends in the industry, as well as customer needs and preferences. Remember, rebranding can be timely and costly. So, proceeding with a well thought out plan backed by data is the key.

5. Reimagine

It’s time to get the creative juices flowing. This may be the most time-consuming phase in the whole process. Given a set of expectations, ideals, and non-negotiables, work on how to effectively strengthen the brand by creatively reinventing or deconstructing the current brand. Consider taking the most striking elements of the soon-to-be previous branding. Think outside the box without totally ditching the company’s core.

6. Redesign

Turn those ideas into reality. Make alterations in tone, visuals, and other brand elements, bearing in mind—and taking full advantage of—enhancements in design editing softwares and changes in market taste and trend. During this phase, feel free to refine what was initially reimagined because adjustments are normal and are essential in improving the brand.

7. Review

At this point, everyone has become so excited about finally letting the world see the rebranding. But, taking a second look is always prudent. Humans commit mistakes and some design or copy might have gone against the newly established guidelines. Try asking for more eyes and—yes, even ears—to test how solid and coherent the campaign is. It’s always better to prevent a problem from actually happening than solving a crisis. And if not for avoiding any issues, the review could lead to more improvements in elements and designs.

8. Launch

This is the moment everyone has been waiting for. At long last, the unveiling of the reimagined and redesigned brand happens. Savor this moment and take note of initial reactions and engagements on all your socials. By the way, all platforms should have become compliant to the new brand book before the rollout.

9. Keep at it and be consistent

After a successful launch, the work continues. The company, to stay relevant and in touch with its stakeholders, must continue following what it had laid out in its brand standards. The rules compiled in the brand book are aimed at keeping identity across all aspects of the business. Consistency is vital for recall and to ensure that all the benefits of rebranding are achieved and maintained.

10. Monitor and assess

The submission of regular reports and assessments of posts is a good practice. Not only does it help in the short-term, it also prepares an organization for future plans it might take, say another rebranding.

Like everything in life, there is no one-size-fits-all method to rebranding. Each brand is unique and will definitely need a distinctive approach in a campaign as important as this.

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