This article is brought to you by Phillips 66.

Safety and cleanliness are top factors for consumers when choosing a gas station—and almost half of consumers rate these as more important than in the past, according to the most recent 2025 NACS Consumer Survey.  

Safety and cleanliness are part of a consumer’s overall experience while visiting a site, along with factors such as brand perception, overall look and image. “Operators should prioritize excellence across all key touchpoints—such as safety, cleanliness and overall site presentation—to help attract customers and encourage repeat visits,” said Ryan Ebright, manager, branded sales at Phillips 66.  

For some operators, bringing a station up to standard may be a quick fix; for others, it might require a more comprehensive strategy. This is where working with a branded fuel provider can make a meaningful impact. “One of the advantages of collaborating with a branded fuel provider is access to resources that support rebranding—from project management and permitting assistance to tools for refreshing site image,” said Ebright. “Ultimately, rebrands and upgrades can help enhance a site’s appeal, improve operational efficiency, and build customer loyalty.” 

Updating and rebranding a gas station often entails much more than changing signage or refreshing paint colors, he added. Upgrades that focus on perceptions of safety, cleanliness and overall site aesthetics can improve the customer experience and improve the perception of your brand.  

Phillips 66 supports retailers through its Excellence in Action program, which recognizes and rewards sites that consistently deliver outstanding performance across key areas such as customer experience, site image and operational execution. The program not only celebrates top-performing locations but also provides a framework for continuous improvement and best practice sharing across the network. 

“Some of the most common upgrades we see from retailers who participate in our Excellence in Action program include enhanced lighting, updated signage, refreshed canopy and dispenser imaging and overall site cleanliness. Features most frequently identified for improvement are forecourt aesthetics, pump functionality and visual branding elements that align with Phillips 66®, Conoco® or 76® standards,” said Ebright.  

A branded fuel provider can also be integral to the process of an upgrade. They can help operators navigate the rebranding process itself, helping with permitting hurdles, project disruptions and other tasks. “Coordinating contractors, sourcing approved materials and ensuring compliance with local regulations can be time-consuming and costly for an operator,” said Ebright.  

Once a rebrand is complete, implementing a strong marketing strategy becomes essential for attracting new customers and fostering long-term loyalty, Ebright noted. “Effective marketing for fuel retailers centers on increasing visibility, building trust, and strengthening consumer loyalty through branded fuel programs, localized promotions, social media outreach, and digital engagement.” 

He noted that Phillips 66 support includes access to its Fuel Forward® App, which integrates mobile payments and discounted offers, as well as access to regional advertising campaigns and digital engagement.  

“We have seen operators successfully drive customer engagement through a powerful mix of digital advertising and sports sponsorships, such as activations like ticket promotions tied to NCAA, NFL and MLB events,” said Ebright. “Phillips 66 provides the support for the Fuel Forward® App push notifications, marketing email campaigns and social media content to promote seasonal offers and activations. These marketing efforts are supported by influencer content, gamified app experiences and branded messaging across TV, billboards and digital platforms, creating a seamless and culturally relevant brand experience that boosts loyalty and app adoption.” 

 Learn more about site branding opportunities with Phillips 66®, Conoco® or 76®.