Question

Topic: Branding

I Have A Baby Boutique And Need A Tagline

Posted by Anonymous on 4/26/2005 at 9:48 PM ET 250 Points
i have a baby boutique were 85% of my merchandise is handcrafted in other countries. Many products are traditional and European in style. Customers often comment on how our clothing make children look like children and not like brittney spears and how you cannot find our items in "regular" stores. our furnture is hand carved woods, hand painted canvas, hand woven palm baskets, hand-hooked carpets etc. we also can take custm orders, we personlaize anything and most of our customers are new parents or grandparents. my store is located in an area where most homes are $500,000 or above and is surounded by country clubs and tourist. i am planning to open my website soon and hope to continue to bring unique and traditional merchandise to my store and concentrate on handmade items. I see myself expanding the baby furniture and decor areas and hope to have something for all tastes and budgets. I also plan to open additional stores, always mainting the personal touch (we strive to know every customer by name)by keeping the store under 2,500 SF. we have been recognized as the best of our county and have been featured in magazines as a great place to shop. thank you in advance!
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RESPONSES

  • Posted on 4/26/2005 at 10:22 PM Accepted
    I don't have any clever ideas right now, but I would start by suggesting that you define your primary target audience as specifically as possible. New parents and grandparents is a start, but what about other demographics? Are they mostly locals? Are they mostly upscale? (You say " ... all tastes and budgets," but I suspect you don't really mean that. Tacky tastes and low budget don't seem to go with the rest of your description.)

    Next, I'd be much more specific about the key benefit you promise. And I'd keep it to one, or at most two. It's hard to communicate more than one benefit. Usually you lose them all when you try to do more than one or two. Either focus on unique/handmade or friendly -- not both.

    And I'd focus more on what your customers want than on what you carry or sell. Try to express your benefit in the terms your customers would use to express what they want. (Not in the terms you would use to express what you'd like to sell.)

    If you haven't talked to your customers about what they like about your store, what they wish they had, what other stores they think are good (and why), etc., you probably ought to do that first. Or get someone who knows how to conduct those kinds of interviews to do it for you. (You'll get better results if the questions are asked by someone who doesn't appear to have a vested interest in the answers. Respondents tend to tell you what they think you want to hear.)

    Finally, the tagline will depend to some degree on the name of your business. Do you have a name? If so, you'll do yourself a favor if you tell us what it is. You shouldn't repeat any of the words from your name in the tagline; you should punctuate it with some rich words that speak directly to your positioning. And, of course, your name should ideally communicate the positioning too. It's a bit of a wasted effort to have a company called Acme Products. It doesn't say anything about what your brand benefit promise is.

    Enough for now. Help us help you by providing a little more information.
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