Branding for local businesses vs. corporate ID
By Mike Jackson
Posted on Tuesday, January 2nd, 2018
TJ Maxx just had their grand opening here in Jackson Hole. The parking lot was overflowing and the store was packed. The signs on the front of the building and the street sign simply identify the store as TJ Maxx. Across the street is a Staples, and around town, I can find a Kmart, Sears, Albertsons and Smiths. If hungry, I can drive to a Pizza Hut, McDonald’s or Wendy’s. With the possible exception of Pizza Hut, anyone just waking up from a 40-year sleep might not have a clue what any of them sold.
The large corporations get away with not needing to be descriptive in their name because of massive and constant franchise advertising. As a result, just about everyone knows TJ Maxx is an off-price clothing retailer.
In almost any town, you can find hundreds of smaller businesses with names like Apex Electrical Supply, Teton Peaks Pizza and Pasta, or Reynold’s Engineering. A tourist visiting Jackson Hole would have no clue what goes on inside these businesses if they identified themselves as only Apex, or Teton Peaks, or Reynold’s.