The 3 R’s of Branded Spaces: Rebrand, Refresh & Replicate

WRITTEN BY
Paul Wolski
SVP/Creative Director

Reinvention is the language of retail.

Across the wide and diversified landscape of all things Retail, everyone is constantly tweaking the dials to hit the right Experience frequency with customers. When it comes to implementing meaningful change at the physical store or branch level—and doing so consistently across a large network—the task can seem downright daunting.

Two common scenarios that often challenge companies are the Rebrand and the Refresh. Both programs can differ in approach and methodology, yet they do share similarities—especially from a design perspective.  

Rebrand vs. Refresh:
Recognizing the Difference

A  REBRAND INITIATIVE  typically occurs when a company undergoes a significant change in their identity. Maybe their name shortens, the tagline drops off or their logo simplifies to an iconic symbol, prompting a slew of updates. Brand evolutions can go much deeper to affect the foundation; a change to core positioning or brand promise can bring with it a newly conceived “Next Gen” brand expression, replete with a new visual language and experience model that finds its way into a “Store of the Future” concept. Rebrands can also occur as part of a conversion program when companies acquire sites from another brand, necessitating a fuller environmental change-out to make the space their own. 

While Rebrands tend to focus on showcasing “The New,” companies need to remember that the majority of their locations will not—but should—reflect this latest brand incarnation. Resolving that rift within the branded environment landscape becomes the next challenge… but more about that later.

A  REFRESH INITIATIVE  is often triggered by the realization that a company’s total store network lacks brand cohesion. Over time, the combined effect of changes in company leadership/vision/mission, various pilot concepts, customer behavior and design trends can result in a patchwork quilt of expressions and intentions that don’t quite connect. This fragmentation can send mixed signals to customers about what kind of experience the brand is trying to deliver.

Refresh programs can scale from modest to full-blown executions depending on the need for brand realignment and the appetite for spend. Sometimes a strong graphics package alone can help create a branded family resemblance. In other instances, a Refresh will include across-the-board upgrades to interior paint, carpet, lighting, furniture and specialty/signature design components like fixtures or displays.

“While Rebrands tend to focus on showcasing
[The New], companies need to remember that the majority of their locations will not—but should—reflect this latest brand incarnation.”

The (other) Theory of Relativity

While Rebrands and Refreshes tend to originate from different sets of conditions, they do share a strong connection. Both are designed to present and project a brand with a level of attention, consistency and quality that contributes to a positive (and equally consistent) customer experience. Both will feature a design package or kit of parts that becomes the template for programming an array of branch spaces. And both perform at their best when that design system is purposeful, adaptable and, above all, replicable.

Reality Check:
A Rebrand can trigger a Refresh

This is where things get “interesting,” as the level of overlap and complexity can present an even bigger puzzle to solve. And again, this is where design really matters—and not just design as in, “Oh, that looks attractive.” We’re talking about designing a comprehensive program that considers how practicality, performance and creative combine to make an impact. Is it complicated? Yes. Is it a great design challenge? Absolutely. 

Are there any Rules to follow?
Relax, we have a few

Whether Rebrand or Refresh, there are some helpful considerations to keep top of mind when developing a program to outfit and unify branded spaces:

Understand the full range of how your brand is currently being expressed in all its iterations: print and digital graphics, OOH advertising, broadcast and social media, etc. Sometimes, a branded environments package/kit of parts is created in a vacuum, meaning that key design decisions are being made without consideration of existing elements, which can result in a clash. For example: A new color palette is developed for a store interior—but nobody realizes (until it’s too late) that those choices do not harmonize with the core palette that is used for merchandising signage and digital content. While designing a new program, stay clear on which older assets remain and how everything should work together.

Yikes, that sounds discouraging. Maybe it’s  BE REALISTIC ABOUT THE POSSIBILITIES . For Rebrand and Refresh initiatives, budgets reign supreme, so it’s best to think about how your design package can scale to ensure widespread treatment with optimal effect. This is where creating a design system based on tiers can help you set priorities for spaces using a Good/Better/Best classification based on pertinent metrics. So for every high-end branded component featuring a luxe material or illumination, consider how to achieve that same aesthetic using alternate materials or processes.

“...you have to know how to pivot and adopt the [Make It Work] mentality. ”

In some cases, you may discover that certain updates are cost prohibitive—like removing outdated fixtures or millwork that will require extensive demolition and GC work. So you have to know how to pivot and adopt the “Make It Work” mentality. If the new design package can offer clever or resourceful ways to mitigate issues like this, you can maintain the overall design integrity you’re striving for.

While Rebrand and Refresh programs are developed as a holistic system that views the entirety of elements working together, it’s not uncommon to see its implementation occur at staggered intervals or phases, which can be driven by factors like change-out impact, construction schedules or fabrication lead times. A common and rather unavoidable pain point is changing out exterior signage. Cost and logistics influence timing; it’s not unusual for newly dressed interiors to debut with existing signage whose update is TBD. Getting comfortable with project flux—and knowing how to manage client expectations around flux—is easier with solid communication and strong team/project management foresight.

And even with the most detailed kit-of-parts design package, you will surely encounter plenty of unique one-off scenarios that will prompt you to re-examine and revise an element to properly fit the space. Always make sure your design systems allow for wiggle room—because in Retail, everything wiggles.

When successfully implemented, Rebrand and Refresh programs reap benefits that extend well beyond elevating the customer experience with a cohesive and engaging environment. Enhancement efforts like these resonate deeply with employees, who appreciate the investment and attention given to their workplace and delight in seeing physical improvements transform the space. Newly branded or refreshed spaces can reinvigorate staff interaction with customers, thereby elevating the experience even further. This gesture of improvement is especially felt at locations that may not have seen significant change in some time, so even a base-tier treatment can create a positive impact.

Yes, a Rebrand or Refresh program is a lot of work, period. BUT it can represent an exciting time for companies to take a step back, critically assess their brand landscape and envision how to make it bolder, stronger, better. A branded environments package that artfully mixes strong design with scalability provides a robust kit of parts that can effectively transform spaces and deliver an experience that feels brand-right, every time.