If you are confident you have identified the problem areas and are comfortable running the rebrand yourself, ensure all the applications you are considering are directly related, look at the brand above all else. Apply whatever emotion the brand carries to each element, including visual communications, space and product.

Alternatively if you think you know what’s wrong but are looking for professional opinions, then a brand design agency would be able to offer this support. It’s important that these projects are planned properly, with clear expectations of the outcome and realistic budgets and timelines.

As I’ve already said, it is a hard decision to make and of course has cost implications, but taking into account the pros and cons of each, both a refurb and a rebrand can positively affect bottom lines. The outcome should be that of a better–looking outlet that is more efficient, with improved service flow, and able to source cheaper, more sustainable and ergonomic materials. It will also stimulate and invigorate staff, plus keep your landlord happy.

Story continues below
Advertisement

Additionally a rebrand ensures consistency in your total package and brand values manifested through everyday activities including staff behaviour, staff look and feel, product, plating, cleanliness, music, sounds and smells, repeat customers and customer satisfaction.

Cons of both are pretty similar: significant costs involved and downtime in terms of trading may make you want to rush the process as you will be paying rent but not taking revenue.

The other major factor to consider would be alienating customers, more so in refurbs than rebrands. Interior changes, if not properly considered, can result in brands morphing into bigger, smarter, but somewhat generic outlets, that end up feeling very cold and open, losing the cozy, intimate atmosphere and old charm which many customers previously found appealing. If a refurb results in an ultra–stylish modern outlet but a more confused brand identity that customers struggle to relate to, has it been successful and how long until you have to re–refurb? Of course the flip side of this coin is that by alienating one demographic you may increase your appeal with another!

In summary, if you find yourself leaning towards either a rebrand or a refurb ask the question: do I need to do it? Too often these decisions are made in the heat of the moment, and unnecessarily changing your brand perception is unquestionably damaging to your brand equity.

Bio: Sanjay Murthy is the managing director of Figjam, the Dubai-based food & beverage agency. Figjam combines the disciplines of branding, interior design and operations to deliver complete design solutions for its clients. Visit www.figjamco.com