Question

Topic: Taglines/Names

Renaming Homemade Consumer Goods Company

Posted by vb_stroud on 11/28/2012 at 2:53 PM ET 250 Points
Needing to rename my homemade consumer goods company. I was using Pedaling Homemaker but doesn't seem to be working. I even had logos designed and stamps made for making labels and business cards (has girl on old fashion bike with baskets filled with products spilling out & and my boston pup hitching a ride). Sadly "Mazey" passed away unexpectedly last winter. I was thinking that if it could have Mazey or Mae in it that would be nice (I miss my buddy). I could keep the same logos?

I am a sole proprietorship. I make fabric items for women, pets and children. Also, I can fruits (jams, jellys & butters) as well as baked goods. I live in the Ozark Mountains in the country. I have walnut, pecan, cherry, peach and persimmon trees (might help with naming).

Thanks
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RESPONSES

  • Posted by peg on 11/28/2012 at 3:53 PM Accepted
    Hi, VB.

    Not sure if it's the name that isn't working, or something else. Could you answer a few questions for us?
    -- Where and how do you sell your goods?
    -- Who is your customer? Do you have local competition for this customer?
    -- Do you promote your business in any way other than the logo and handmade business cards you've created?
    -- What would have to happen for you to consider your business a success?

    Just give us a flavor of what you're trying to accomplish with your business, and the environment in which that business needs to flourish, and we can give you better recommendations. Thanks.

    So sorry about your buddy Mazey.
  • Posted by mgoodman on 11/28/2012 at 3:57 PM Accepted
    Your description is all about YOU, but naming a business should be all about what's important to your primary target customer. The target audience doesn't care about Mazey or about what kinds of trees you have.

    Believe it or not, your target audience cares about the benefit you can deliver for them. "Why should I buy stuff from her?"

    So step 1 should be to define your target audience as narrowly and specifically as you can. Where do they live? What are their most important unmet needs? How do they decide where to buy stuff (like the stuff you want to sell them)? Etc.

    And step 2 is to come up with a meaningful answer to the question of what unique and important benefit you provide for them.

    When you have finished steps 1 and 2, let us know the answers, and we'll get you a great name.

    Separate issue: When you say the current name "... doesn't seem to be working" what do you mean? How do you know it's not working? What do you expect the name to do for you? How/when/where do people see/hear your name? How will you know when a new name "works?"
  • Posted by vb_stroud on 11/28/2012 at 5:04 PM Author
    I understand what both of you are saying. I will work on those issues and get right back with you.

    Thank you for your advice!
  • Posted by Moriarty on 11/29/2012 at 4:25 AM Accepted
    Firstly I agree with what Peg says. Those questions are important, and need answering - at least by yourself if not here in public.

    I happen to like your logo of you on a bicycle. It is still important to think about what your clients want of you though, although I don't think they will be as hard-hearted as is suggested above.

    "Pedaling Homemaker" doesn't suggest that much to me, only if you changed the name to include your fruit trees, your logo would then need to change. I don't see the need for that to change, as it is charming. After all, that is something you want to convey.

    You also want to convey your "localness". I know practically nothing about the Ozarks (they don't do mountains in Holland) it does seem touristey though. They and your local market are presumably your main customers. That means your locality is important, the locals know where you are anyway, the tourists like to know where something comes from.

    How about

    "Walnut Valley Making and Baking" - "handmade by Vikki in the Ozarks"

    Walnut Valley and Vikki would need to be changed of course.

    To your success,

    Moriarty xx
  • Posted by vb_stroud on 11/29/2012 at 10:09 AM Author
    Peg response... I have included the questions with my answers.

    -- Where and how do you sell your goods? I sell them on the internet on etsy.com and through a my biog & company website. Locally, at Saturday market, trade shows and I am working to get my products in local specialty stores (health food, café, children's & ladies' boutiques and gift shops).
    -- Who is your customer? Locally it would be women and visitors to the area. Most of my products are geared to the natural and/or those that have extra to spend.
    -- Do you have local competition for this customer? No, not for all the ladies' products but at the saturday market and trade shows there are some that sell the canned and/or baked goods. I do have lots of competition on the www but if I make mine to stand out more, better quality then the gap narrows. There are lots out there but they are either poor quality or very high in cost.
    -- Do you promote your business in any way other than the logo and handmade business cards you've created? No
    -- What would have to happen for you to consider your business a success? Make back the product cost plus 2x the cost in profit. If something costs $5 materials, $2 to promote & fees. Then I would like to make at least $14 for the product. Meaning I would charge $21 for said product.
    -- What are you trying to accomplish with your business? I use my profits for different charities (animal rescue, local shelters, child abuse, empowering women & blankets for the homeless)
    -- In what environment does business need to flourish? I am not sure I understand this one.
  • Posted by vb_stroud on 11/29/2012 at 10:19 AM Author
    mgoodman response given with questions.

    -- Step 1 should be to define your target audience as narrowly and specifically as you can.
    * Where do they live? All over the world
    * What are their most important unmet needs? I am not sure that my products fill a "need" but more of a luxury, gift or eco friendly.
    * How do they decide where to buy stuff (like the stuff you want to sell them)? Etc. Most would be if they were looking for something local, or a gift, or transitioning to reusable products instead of disposables. Creature comforts

    -- Step 2 is to come up with a meaningful answer to the question of what unique and important benefit you provide for them.

    -- When you say the current name "... doesn't seem to be working"
    * What do you mean? It doesn't seem to be catchy. I love the logo but the name "The Pedaling Homemaker" is rather blah...
    * How do you know it's not working? I am lost in a sea of all the other homemade product pushers. I need something that makes me standout form all the noise. I guess what I am trying to say is the name doesn't work for me. "Oh yes I have a company it is "The Pedaling Homemaker" Then I just get these looks like oh oh okay...
    * What do you expect the name to do for you? Leave a mental mark.
    * How/when/where do people see/hear your name? I have window decal on vehicles, ad in local paper, health food news letter, tickers on websites. I need to work on this more.
    * How will you know when a new name "works?"
  • Posted on 11/29/2012 at 1:19 PM Accepted
    Reborn differently
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