Know-How Exchange : Taglines/Names

A few questions to help us better help you:
* Is this a brick-and-mortar business or online (or both)?
* What region are you targeting?
* Are you committed to only unscented products (if so, a name like "Unscented" might be an obvious candidate)?
* Before launching your business, have you researched your product ideas & formulations to confirm your hunches and test marketed some initial offerings?

* Is this a brick-and-mortar business or online (or both)?
umm neither I would say initially ... I'm planning to do it at a farmer market at first to test them out. so kind of a brick & mortar ...more like sticks & tent outside lol

* What region are you targeting?
I'm in Ontario, Canada and possibly across Canada if I'm planning to do it online.

* Are you committed to only unscented products (if so, a name like "Unscented" might be an obvious candidate)?
I'm not 100% sure yet on committed to only unscented products if I noticed the market is asking for scented soap and demand is greater then probably. But I do know in close circle from people I know would like unscented soap over scented soaps because some irritated their skins, don't want chemicals from scents on their skins, want natural soap etc.

There is actually a company called "the unscented company" in another province but they don't offer variety of unscented with different additive like charcoal, different french clays, etc.. just one straight up unscented bar of soap and that it.. basically one unscented product in each category like unscented laundry detergent, shampoo, lotion, sanitizer etc

* Before launching your business, have you researched your product ideas & formulations to confirm your hunches and test marketed some initial offerings?
That why I want to do the farmer market to test try them out. it only $25/ month for me to set it up at the farmer market.

I'd say an important first step would be to define your primary target audience and then spend some time talking with at least a dozen folks in that target audience. Spend at least 15-20 minutes with each person asking them what's important to them when buying soap? What causes them to shop for specialty soap (as opposed to soaps in the local supermarket)? What properties would the ideal soap have? What brand(s) of soap are they currently using? Why? What unique benefit would cause them to try another brand of specialty soap?

Take detailed notes from each interview, including the specific words they use to explain their thinking. When you have completed 12-15 solid interviews step back and read through your notes. You will be amazed at how much direction those individuals will have contributed to your marketing plan -- including the brand name.

If you go into the scents product line/business I suggest "Uncommon Scents" or "Heaven Scent." Sticking with your soap and bath products business I submit these:

Mind Over Lather
Free & Clear
Bar None

Maybe something like...

Naturals
"Best variety of natural soap and bath products"

@mgoodman I will do a survey questionnaire... thanks for the suggestions

@mdlugozima I don't get "uncommon scents"? lol ... funny you mention heaven scent, I thought of "Valhalla Soaps" basically another name for heaven in vikings era

your other name suggestions sounds good.. will add them to the list

@Mike Pretty sure companies got "naturals" in their name that would be hard to stand out

@ kalumfletcher. Perhaps you might like to consider extending your question to include a complementary tagline to work with the new name. Taglines can extend a corporate or trading name to embrace a wider audience or a more specific audience.

@ kalumfletcher. I would move away from names that focus on your products or compares your products to competitors' products. I would try to pick a name that appeals to your customers' sense of well-being, security and health safety. Something like

The 'No Worries' Skin Products Company Pty Ltd
... It's your body, we just help to keep it in good shape

You can play around with words using this template.

@chiron34 thats a nice name/tagline

I was doing a little research and communicated with a few soap makers... We can't make claims like charcoal can pull out extra oils, draw impurities from the skins etc... it a medical/drug claim category which they can sue me if the soap doesn't do that

Also soap makers mentioned that majority of the people tend to go toward scents and/or colours. Usually the first thing they do is go grab a sap and sniff the scent that make or break the purchase. I may have to follow @mdlugozima advice for scents type business and think of a name

I can add a few unscented but majority gonna be scents

Even within the scented business, there's a wide range of sources for the scents - everything from synthetic/chemical to natural. So, be very clear which direction you want to go.

If you're seeing lots of people searching for unscented products and there aren't any (and that's the niche you want to focus on), by all means focus on unscented. Your products won't be for everyone (even scented aren't for everyone). You may wish to re-read Michael's (mgoodman) advice before just guessing what direction to head in. Do more research by talking, before formulating/producing and waiting around at the Farmer's Market for people to come to you.

I will create a survey questionnaire ... I can send some to my sister who own a cosmetic spa like 30 mins away to ask her customers, also will try to randomly ask people locally

will be back with the results

Just a caution: Be sure that the questionnaire and the way the questions are administered don't inadvertently bias the respondents. Your objective should be to get an unbiased view of how your target consumers think about specialty soaps.

I created a 30 questions survey...want to see it?

If someone were to ask me if I'd be willing to answer a 30 question survey for someone I don't know with no obvious benefit to me – I'd likely say "no." Re-read Michael's advice (above): "...spend some time talking with at least a dozen folks in that target audience.." During your interview you're listening carefully to their thoughts, not simply reading a survey for short answers or ticked boxes. It's a very different experience with dramatically different results. Here's an idea: rent a spot at the farmers market (as you were planning to), but instead of selling your products create a listening station (for a couple of weeks). Have others' products on display and talk to them about what they like or don't. Gift your participants with something tangible for their time.

What is the objective of the survey? How will results be used? Thirty questions is way too long. Can you pare it down to just the most important 5 or 6?

lol true .. it does seem excessive with 30 questions

can ask..
1. why you like handcrafted soap over grocery store soaps?
2. How does using soaps make you feel?
3. What unique benefits would cause you to try another brand of soap?... vegan soap? un/scented? goat milk? better hydrating feel? biodegradable packaging?
4. 2 part question... Do you like fragrance and/or essential oils? if yes, what kind of scents preference do you like? citrus, fresh, sweet, woody, herby, spicy, fruity?
5. would you be interested in non-FO/EO soaps? like charcoal, facial clay bars, oatmeal, plain, ground coffee (exfoliate)?

Rephrasing ... Interviews should seem open-ended, like a friendly conversation, not an inquisition. Let interview subjects volunteer answers, don't lead them.

1. What brands of soap do you currently buy? Why? (listen for handcrafted vs. grocery store soaps, liquid vs. bar soaps, price comments, when/why use each) How much do you usually pay when buying soap? Who in your family uses?
2. How do you *feel* when using soap on hands/in shower, how feel after using soap?
3. What unique benefits might motivate you to try another brand of soap?
4. 2 part question... Have you ever tried fragrance and/or essential oils? if yes, what kind of scents do you prefer? Why?
5. How likely would you be to try non-FO/EO (explain terms) soaps? like charcoal, facial clay bars, oatmeal, plain, ground coffee (exfoliate)? Why?

thanks mgoodman (thumb up)

good to know ... let the info gathering begin! :)

Afterthought:

Somehow you probably ought to consider at least 4 different soap segments:

1. Soap for myself -- hands
2. Soap for myself -- bath/shower
3. Soap for other family members -- hands
4. Soap for other family members -- bath/shower

I'm sure you can understand that the issues will be different for each segment. There is no use spending time asking a female "fragrance" prospect about the bargain bar soap for her active 5-year-old (and vice versa).

Also be sensitive to the perceived need for antibacterial properties.

are you referring to like some people may just use non-fragrance/essential oils soaps for bath/shower and scented soap for hands?

the survey is based on 25 people

surprisingly..
nobody picked FO only lol
29% picked EO
54% picked both
16% picked none

I understand majority picked both .. pretty much half of the people ... but is it possible that the people who picked both would be ok if I offered EO soaps only then I can add on to EO% to be over 75% picked EO basically

Quantifying results from such a small sample is risky. With just a few dozen respondents your "survey" is more for guidance than for estimating market size or potential.

You might try some cross-tabs so you can see if the preferences are different by age or other demographic. The more you can narrow your target audience definition the better able you will be to appeal to that target audience with the name, tagline and overall marketing strategy.

majority was female 70%, mid life age range 40-45, give or take 5 years or so

most of them said they like to feel clean and feel good after using soaps, some said like to be sustainable/environmmental friendly, unique scents

So if most of the respondents want to "feel clean and feel good after using soaps" and you are determined to deliver scented soap, it would seem that you need to find out which scents best communicate a FEELING of clean.

almost half picked lavender, some picked mint, herby like rosemary, a few picked woodsy, floral and fruity scents

gotta think of a name that make them "feel" good after using soap/scent from it

Try research like this:

There is a new soap available called "Sensational."

SENSATIONAL
Soap that leaves you FEELING clean

I'd like you to touch and smell each of these 5 samples (different fragrances, one unscented) and tell me which you believe would best represent "Sensational."

thats a cool idea

what do you think of the name "Irie Soaps"

It a caribbean slang/term represent positive feeling, happy, feeling good, happy ...

"use my soaps and you will be feelin' irie"

Will your target market understand the word "irie"? If not, don't use it. If not sure, test the name with them.

Who is your primary target audience? Is it Caribbean women?

As Jay suggests, if your primary target audience will understand "IRIE" then it might be OK for the name. Otherwise it's probably not the best name.

hmm true

possibly some do know because we have probably the biggest caribana event in the world maybe... in Toronto... I live like 30 mins away

it a melting pot of different cultures, nationalities... caribbean, middle eastern, italians, europeans etc

A soaper I follow on instagram her business is "Solid Soaps" with a hand fist pencil drawing she made long ago as her logo ... I guess her name/logo represent that her soaps are solid, good soaps, better than comparing to other handcraft soapers and grocery stores

Also she got some cool clothing using the logo by itself and/or name as well