Branding is one of the most important aspects of a company’s relationship to customers. You want your image to be distinctive. You want it to be clear. You want your image to be easily identified. And most importantly, you want it to be associated with a specific product or service. We needed to re-brand in order to have an image that reflects our mission and vision.
I envision a health care system that is grounded in maximizing human performance, while preventing disease. I believe exercise is the foundation for that system. More specifically, I believe functional training is the foundation for that system.
Also, I felt it was necessary to re-brand my personal blog in a way that reflects my ideal customer along with my mission and vision. The first thing that I want to draw your attention to is the logo. I will explain the mission and vision through an analysis of the old logo versus the new logo.
The image to the right was my previous logo. As a whole, it represents my commitment to serve the military population. The moniker, Doc Desmond, pays homage to my beginnings as an Army medic and the respect that I earned from the soldiers that I served with. I wasn’t an actual doctor, but I gained enough respect to be called “Doc”. I chose yellow because it was my grandmother’s favorite color. Nurture the Living reflects my reason for re-committing to the health care industry. My grandmother passed away on April 15, 2018 from colon cancer. She was the last of my grandparents. I promised her that I would go to medical school and figure out a way to end chronic disease.
The logo does not reflect a major part of my commitment. It does not show my expertise or how I will serve. I wanted the logo to show something about my expertise and purpose for being in health care. I decided to re-brand in order for my brand to reflect my love for fitness.
Essentially, we are the same company. And we are delivering the same message. However, the new look better reflects our brand. We still have the same commitment to serve the military population. Starting with the chevrons. I entered the military as an E-3 (Private First Class). My goal was to become a Corporal. The chevrons are inverted Corporal rank. It is the first leadership rank for enlisted service members. All branches of the US military have some form of stripes incorporated into the enlisted rank structure. The chevrons symbolize that rank structure. They have been inverted to show a relationship between the branches of service. The stars represent the Officer ranks. It was always my goal to retire as an officer. And shooting for the stars is important to the vision of constant growth and learning. The 4-Star General is the highest military rank. I chose three stars to represent constant growth because I believe we always have room for improvement.
The Pull-up to Lever silhouette represents my focus on functional movement. Many people exercise for aesthetics. I believe exercise has the power to heal the body in many ways. Functional training analyzes movement at every joint and in every plane of motion. The fitness professional that masters functional training will make the most lasting impact of their client’s life.
My grandmother’s favorite color is still present. It is the bar that I hold on to. It is also the bar that supports constant growth and elevation.
The Doc Desmond moniker was changed to a signature look, which symbolizes the goal of always adding a personalized touch to the services provided.
I also added a full signature block with credentials to represent professionalism.
And last but not least, the motto was changed. The new motto is yellow and states a more specific goal for the company. It also ties the mission and vision of health to the promise that I made to my grandmother.
I encourage you to create a brand that reflects your mission and vision and the lasting impact that you would like to leave on the world.
Thanks for reading,
Coach
Desmond Pugh 