The Importance of Branding

What is the importance of branding? Well, the answer lies somewhere between everything and nothing. How could that be? As lawyers often say, “it depends.”

For many business models, branding may play little to no role. Companies that operate behind the scenes, without a public face or direct-to-consumer sales, can essentially be named “Anything” (which might just be the perfect name for an Amazon competitor). These businesses often produce goods or services that are rebranded with someone else’s logos, names, and product numbers as they move through supply chains.

However, for companies built around novel products aimed directly at consumers, branding is critical. It helps secure early adopters, establish trust, and later attract new consumers as the business grows. In such cases, branding is essential to both the company’s identity and the products it offers.

Why Vista Moto?

A new venture needs to feel lofty and inspiring—to founders, employees, and early adopters alike. For customers, the brand must evoke a positive impression even before they experience the products.

On a personal level, I have always found deep inspiration and fulfillment in vast, open landscapes where you can see great distances across varied terrain. These distant views are both calming and invigorating—a perfect metaphor for the experience of riding a motorcycle.

For motorcyclists, these expansive views are frequent companions. Whether they exist in our backyards or on travels far from home, they reward us for venturing out of mundane, confined spaces. A good ride delivers solo introspective moments, thrilling curves, and joyful group interactions—and when we direct sufficient attention, we are rewarded with those inspiring and rewarding distant views.

The Spirit of the Brand

A common element in branding and logo design is the “spirit animal,” which symbolizes the essence of the brand or its products. For Vista Moto, I chose a raptor—for me, a generic blend of an eagle and a red-tailed hawk—to inspire soaring travel and the pursuit of distant views.

Recent inspiration came from a red-tailed hawk lounging on a utility pole just 20 feet from my window—a perfect reminder of the utility, freedom and vision that Vista Moto represents. (Insert edited photo.)

Building the Brand

Working with an external designer, we developed various "brand components" for use across all platforms—e-commerce websites, product packaging, email marketing, and social media. It feels archaic to have a company using a single brand image in all varied locations . The process has been far from smooth; we navigated multiple iterations and rocky stretches to refine the final visuals that align with the Vista Moto vision.

But, as many rider knows, the best roads often come with challenges. These rocky paths lead to the most rewarding adventures—and, much like riding, building a brand around novel products requires embracing the journey, rocks, mud and all.