‘And God appeared to Jacob again when he came from Paddan-aram, and blessed him.
“God appeared to Jacob again.” The ‘again' refers back to the previous theophany at Bethel before he left Canaan (Genesis 28:10-22). This is now God's renewal of that covenant on his return to the promised land at the place where he had first made His promises to him. Thus the writer is very much aware of Jacob's experience then and what went on (compare Genesis 35:1 and Genesis 35:7). He is aware that part of the site has already been called Beth-el.
“When he came from Paddan-aram.” The writer wants us to have the whole context. This is not just another step in the journey, it is in direct relation to his leaving Paddan-aram to return to the promised land. It is the confirmation of the return of God's chosen one from the far country.
“And blessed him”. This sums up what follows. Thus Jacob's obedience to God and detailed preparations for the pilgrimage to Bethel to build the altar to His name is rewarded with a vivid experience of the divine, a great theophany, accompanied by great promises. This is the definitive experience. In it is summed up all that has gone before. In it is summed up all his hopes for the future. Both the name Israel and the name Bethel are as it were reconsecrated in recognition of the uniqueness of this occasion.