As Irish organisations begin preparing their 2026 plans, many are facing a familiar challenge: how to cut through increasing competition, shifting customer expectations, and a rapidly changing commercial landscape. According to TAP Design Consultancy, an Irish strategic design practice working across retail, hospitality, healthcare and workplace sectors brand clarity will be one of the most important differentiators for businesses in 2026.
TAP’s LAB offering, a strategic brand clarity programme, is becoming a key tool for leaders who need cohesion, direction and alignment before making major decisions about customer experience, physical spaces or brand investment.
“Without clarity, organisations tend to jump into execution too early, a new store layout, a refreshed visual identity, a rebrand, a refurbishment without the strategic foundation that ensures return on investment,” says TAP.
Why Brand Clarity Matters Going Into 2026
TAP has identified four challenges that Irish organisations will face next year:
1. Customer Expectations Are Changing Faster Than Brands Are
Across every sector, TAP is seeing more discerning Irish customers who expect:
- Authentically delivered brand experiences
- Clear, consistent messaging
- Seamless journeys across digital and physical channels
- Environments that are intentionally designed
The businesses who succeed will be those who can clearly articulate who they are and how they create value.
2. Competition Is Increasing — in Every Sector
From retail to hospitality to workplace solutions, competition has intensified.
Brand clarity helps organisations:
- Stand out
- Justify premium pricing
- Strengthen customer loyalty
- Improve operational alignment
3. Internal Alignment Is Becoming a Business Priority
Many organisations enter 2026 with:
- evolving teams
- new leadership structures
- multi-site operations
- rapid expansion goals
The LAB offering helps unify leadership around a single, aligned direction, ensuring the entire business is moving with purpose.
4. Physical Spaces Must Work Harder
For businesses considering redesigning their:
- retail stores
- cafés
- clinics
- workplaces
- customer environments
brand clarity ensures that every design decision is rooted in strategy, not aesthetics alone.
This approach has informed TAP’s recent work with leading Irish brands including Petmania, FBD and Laya Healthcare; as well as International clients.
For many clients, the LAB becomes the foundation from which they then redesign their physical spaces, update their brand identity or plan their next phase of growth.
A Timely Opportunity for Dublin Chamber Members. As leadership teams begin setting budgets and agendas for 2026, TAP Design Consultancy recommends that businesses make brand clarity their first conversation — not their final step.
“Clarity reduces wasted spend, speeds up decision-making and gives organisations a roadmap for growth in 2026 and beyond.”