Firstly, let’s address the difference in a rebrand and a refurbishment. Essentially, one is a nip–and–tuck, and the other is a total overhaul. So, how do you go about making the undeniably hard decision to undergo a refurb/rebrand, and how can you be sure it’s right for your outlet?

Assuming you have planned your business properly from the outset — designing your brand based on market research–led strategy and developing a strong creative concept carried through all elements — it is more likely you will be considering a refurb, and we are probably talking 3–5 years into business operations.

This may be dictated by the landlord, i.e. it might say in the lease that you must refurb every 3–5 years to keep up with the overall style of the host venue. Or it may just be that the interiors are looking tired and need refreshing.

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A rebrand is much more comprehensive, and is a total redesign of the emotional connection a brand makes with consumers. If a business is failing and the decision to rebrand is taken, to be successful it’s important the business is viewed objectively. If customers aren’t engaged, the brand purpose is not clear, and/or elements are not aligned throughout, including food, service, and visual communications, a rebrand can fix this.

There are, of course, other reasons for a rebrand; an outlet could have opened with a strong brand identity yet throughout the years of operation the area it serves could have drastically changed. Taking into account local market research and strategy, the wants and needs of their consumers have changed over time and the business must adapt to suit. This is particularly common in rapidly developing countries such as the UAE, but less so in the mature markets of Europe or North America.

To decide which is the right direction, consider this: a refurb will not fix a failing business but it can address aesthetic problems; damage, tired–looking interiors, bored customers, staff morale, unsatisfied landlords, utility cost and/or ineffective service flow. If your problems are bigger, if you’re losing money, customers and staff, it’s time to consider the brand and what changes are necessary; this is re–engaging rather than re–painting.

A simple differentiator is: brand working and outlet profitable but space needs reinvigorating = refurb. Brand not working, business losing money and customers, bad food and service = rebrand.

After all of this, let’s say you’ve chosen to rebrand, what do you do now? Do you send out feedback forms, run customer polls or even focus groups? Probably not. Crowd sourcing ideas could be an interesting way of engaging consumers, but asking the public to set your business purpose is likely to result in a direction that is very faddy or current trend–led. In the long run, you’ll probably regret it. That said, there’s no reason you can’t set the purpose and then collaborate with consumers as a marketing or pre-opening exercise.

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