Rebranding your retail business is a big step.

If you’re opening a second location or repositioning your brand to reflect your mission, knowing how to rebrand your retail store is essential to long-term success.

That’s exactly what Chicago-based shop Midwest Nice, a gift and art store showcasing over 100 local Midwestern makers, did when it transformed from “Sacred Art” into a locally beloved, community-driven retail brand. Co-owners Kaitlin Fletcher and Brandon Comerford walked us through the journey of their retail rebrand, and their story is full of practical advice for small business owners.

Here are eight impactful retail branding tips based on their experience.