The company, which boasts 1,300 CTN and c-store outlets, aims to convert all Forbuoys and Dillons shops to its Martins, McColl's or RS McColl (in Scotland) fascias by 2008.
The initiative is scheduled to begin this summer, with all stores switching to the McColl brand except CTNs, which will assume the Martins name.
"You need a strong brand image to stand out from the crowd and make your presence felt on the high street," said TM Retail MD Steve Wilkinson.
In addition, TM Retail plans to add key supplier names and logos on to store fascias. "We believe that if fascias shout Stella Artois or The Sun that is better understood by the consumer than 'off-licence' or 'newspapers'," said Wilkinson.
TM is to unveil further changes to in-store offers in partnership with suppliers.
In a separate move, TM Retail has launched a burst of advertising aiming to buy paper rounds off other retailers. The company said the trade press adverts were part of a long-running strategy to strengthen its Home News Delivery service, providing a point of difference from the major supermarkets.