Model for McDonough Architects' Wal-Mart dept. store redesign- environmentally-correct bldg. to be built in Lawrence KS & possibly used as retrofit model for other Wal-Mart stores. (Photo by James Keyser/Getty Images)

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Walmart recently announced a “modern redesign” of its Great Value private brand. According to the press release, this is the first major change in more than a decade. David Hartman, vice president, creative, at Walmart says, “Great Value has earned customers’ trust over decades, and while the brand is getting a fresh, modern look, what’s inside isn’t changing. Customers will continue to find the same trusted products at the same every day low prices they rely on.”

A recent article in RetailWire not only shared the details of Walmart’s brand makeover, but several members of the RetailWire BrainTrust also commented on the benefits, concerns and how Walmart is being proactive by undertaking the update before the brand feels outdated and irrelevant compared to competing brands. Lisa Goller, a member of the BrainTrust, says, “Great Value’s vibrant and inviting refresh will help Walmart stay competitive against national brands and other private labels. The line’s previous design reflected value, whereas this makeover also reflects Great Value’s quality and brand trust.”

The redesign isn’t another “New Coke,” in which the taste of the Coca-Cola product changed. This is an image upgrade. That distinction matters. When companies change the core product, they risk breaking trust and losing existing customers. When the goal is only to modernize the look and feel, they reinforce trust while sending the message that they are staying relevant. Walmart isn’t asking customers to relearn or accept a new version of the brand. Their refresh is reminding them that this is the same brand they have always enjoyed, while adjusting the look and feel to remain current.

A Brand Is More Than a Logo and Packaging

The visual redesign may be what customers see first, but the real brand is what they experience. A new logo and updated packaging create a good first impression, but if the experience doesn’t live up to what is expected—or even better, exceed it—the redesign falls flat. The packaging will get attention, but the experience is what keeps customers coming back and buying more.

A brand refresh shouldn’t just be a design exercise. It should be a recommitment to the experience you promise to deliver.

Why Make a Change?
When you make a change, be it in the look or the experience, the customer will notice. The change needs to consider two things:

1. At best, existing customers will be excited, and at worst, it will go unrecognized.
2. This attention is the main reason to do the brand refresh. It will be noticed by new, emerging customers. Often, this is a new or younger customer base growing into using the product.

For existing and loyal customers, familiarity builds confidence. The brand refresh is exactly that, a refresh, not a total makeover that loses what brought them to where they are today. For new customers, the appearance creates attention. A smart refresh balances both. It reassures existing customers and invites the next generation of customers to give it a try.

Use Caution When Making a Brand Makeover

In trying to attract a new customer, you don’t want to alienate existing customers. That’s why point No. 1 in “Why Make a Change” is important to keep in mind.

This is the warning: Don’t chase the “new” and forget the “now.” Loyal and existing customers are the foundation of the business. If they suddenly can’t recognize the product, or feel the brand is leaving them behind, the result could be that they leave for a competitor brand.

There’s an emotional component in play. Customers build habits around the brands they’ve bought from. They have comfort in what they know. A dramatic change can disrupt that comfortable feeling. You want customers to think, “This looks better,” not, “What happened?”

Final Words
If you don’t need to change, then don’t. Staying relevant isn’t about changing for the sake of change. It’s changing to keep up with the times, including keeping existing customers confident that you are what you’ve always been, while at the same time, attracting new customers.

When a new customer is deciding between two similar products, the design can be a tiebreaker. The look, including logos, packaging and anything else a customer sees before experiencing the product, influences the customer’s decision.

The goal is simple, but not always easy: Look new without feeling new. That’s the art of what I call “design balance,” staying recognizable to loyal customers while being relevant and appealing to those who are considering trying you for the first time.