We are pleased to share a guest post from Ekaterina Kohlwes, principal designer of Mindful Design Consulting, a leading interior design firm based in San Diego, CA. They’ve worked with many frozen dessert shops and we’ll be sharing more of their client success stories in future posts.
The current article was inspired by two trends in frozen yogurt. First, more shops are changing hands. Second, existing shops are aging, with quite a few celebrating a decade in the business. Both are good reasons to consider rebranding.
Is Rebranding Right for Your Shop?
When you buy an existing dessert shop with plans of turning it into a more lucrative business, rebranding is sometimes a good idea. While you may think that your list of priorities cannot possibly have room for this extra task, it is important to remember that a strong brand is vital for the success of your business. In the case of an old dessert shop, rebranding cleans and realigns your message and may make all the difference in the success of your business.
There are many reasons why rebranding should be on your to-do list. Your brand shows your customers what is unique about you and helps you become noticeable and memorable. The message encapsulated in your brand is the perfect way to make an emotional connection with your customers. Finally, this is the face you show to the world, so you want it to clearly reflect your business philosophy and tell your customers exactly what you have to offer.
Keep in mind that rebranding does not always mean changing your logo, fonts or wording, but may need to include remodeling your space. Your interior must reflect your message and be part of a cohesive branding strategy, where all the elements come together to create your image.
Here are some reasons you would want to rebrand an existing dessert shop you just bought:
- The sales are not as good as you thought they would be.
- Your graphics and branding are all over the place and do not look professional.
- Your dessert shop has been in business for over 5 years and looks a bit faded.
- Some of the interior finishes and furniture did not perform well and look bad: cracked, peeling off, faded or broken.
- The lighting in the existing dessert store does not highlight its best features and is very dark, dusty or missing parts.
- When you walk into the space, you do not get a pleasant or uplifting feeling.
Even if you are on a tight budget, there are a few things you can do to rebrand your existing dessert shop, freshen it up, create more interest in your services or products, and show your customers you care. Rebranding is also an excellent pretext for a grand opening event under your new ownership, which typically attracts curious customers. At a minimum, you should do the following:
Logo, Branding and Signage
Every store needs a professionally designed logo and visual branding materials that are consistent with your outside signage and window graphics. Having a compilation of mismatched images displayed on windows and inside the store screams bad-quality food, carelessness and lack of professionalism.
Instead, invest into a clean-looking logo that truly represents you, from images to colors and fonts. While it is tempting, do not try to imitate the logos of other famous brands, as this may look very unprofessional. Be authentic and embrace your way of being unique. Trust your designer when considering your particular demographic. Designers know best what is current in their industry and what attracts the modern customer.
Wall Paint
Once you have your logo and colors figured out, the next affordable thing to do is repaint your existing walls. This does not take long and, depending on the size of your store, can be done in as little as one day. Besides making your space look new and clean, repainting can hide or remove wall imperfections. Adding some fresh color is always a good idea, but remember that this must complement or match your logo colors and style.
Wall Graphics
You can move a step up from a simple paint job by applying some custom graphics onto your walls. Wall graphics cost a fraction of what you would spend on finishes such as tile, wood or decorative panels, but can instantly give your interior a richer and more entertaining look.
Feel free to get creative with your wall images, and go bold if you wish. When used correctly, large dramatic graphics can single-handedly make your space unique and memorable. Work with your branding specialist or graphic designer on producing something that fits your new logo and look.
Don’t forget the instagrammable selfie corner that attracts social media enthusiasts. Create a statement wall using fun graphics or follow the trends to bring in the “cool” factor. In the last years, for instance, neon signs have turned from outdoor fixtures into much-instagrammed pieces of interior decor. If in terms of interior design, they offer a pleasant glow, a hip look and the opportunity to tell your story through words or color, for a growing number of your customers, neon signs are picture-worthy elements that create a casual sense of fun and encourage sharing.
Furniture
Even if you skipped painting your walls, updating your furniture is a must. A comfortable, well-selected chair in a color and style that complements your brand tells your customers that you do not leave anything to chance and that you care about their comfort. Replace those peeling laminated tables with something more durable, and get another point from picky visitors.
Changing your furniture can also be a perfect occasion to create some new color combinations. For example, you can choose pieces in a bright complementary color to contrast the tones of your overall interior. If your space is designed in natural beige shades, adding chairs in vivid red, blue or yellow tones rises the visual interest to another level. Matching your chair colors to those of your logo is a plus, since your goal is to keep all the branding elements cohesive throughout the store.
Lighting
Lighting is a tricky subject for store or restaurant owners, since it needs to be just right in terms of function, looks and maintenance. You must be very careful in selecting decorative lights by considering each of these aspects. For example, glass fixtures tend to collect dust and require regular cleaning. Edison light bulbs may be highly decorative, but do not provide enough illumination and are only meant to complement other light sources.
If you are on a budget, focus on spotlight placement first. Track lights are an excellent option, since you can direct them to highlight the best features in your store: shelving, product displays, wall graphics, logo or tables. This is a perfect way to use one tool to achieve two goals: illuminate your space and add that small decorative detail that makes all the difference.
Knowing who you are and having a clear vision are important in making rebranding powerful and efficient. Customers appreciate honesty and are ready to embrace what makes you unique, as long as they know what it is. Even when using a limited budget, you can still create a powerful brand that attracts customers and turns them into loyal clients.
About the Author
Katerina has over 22 years of experience in Architecture and Design, as well as European education and a Master’s Degree in Architecture gained in the US.
About Mindful Design Consulting
Mindful Design Consulting helps companies develop their brands through interior design. Based in San Diego, California, the company creates unique spaces for small businesses and corporate clients, both nationally and internationally. Its team recognizes that customers “buy with their eyes” and that powerful branding must be embodied in the design from the start. Mindful Design Consulting believes in the power of personable spaces and makes high-end design approachable to all. Some of its work includes branding and interiors for restaurants, bars, offices, hotels, malls, stores and salons.
