Question

Topic: Taglines/Names

Equestrian Business Tagline

Posted by s.warren on 1/31/2013 at 10:43 PM ET 125 Points
I have an equestrian business where I provide horse and rider training for olympic disciplines. I cater for all levels from beginner to advanced but like to focus mostly on competitive riders who are motivated to achieve at the upper end of the sport.

The Business name is Sophie Warren Equestrian and the industry is fairly small here and I am not trying to break into the non-horsey market per se - as I am aiming at people with their own horse and ambitions.

I need a tag-line for the business and am struggling to come up with something that is catchy and that I like.

Any help and suggestions would be appreciated!
Thanks,
Sophie
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RESPONSES

  • Posted by mgoodman on 2/1/2013 at 2:15 AM Accepted
    Part of the reason you are having a problem is the criteria you've set: namely, that the tagline be catchy and that you like it.

    Let's start with the role of the tagline. Generally a tagline has to perform one (or both) of two functions: (1) explain a business name that doesn't communicate what a business is/does, or what the benefit is that it delivers to the target audience; or (2) it extends the name to communicate an emotional end-benefit.

    In your case, the name says you are addressing equestrians, but not that you train serious competitive riders ... and it doesn't begin to suggest the benefit you promise and deliver. So your tagline has to do that job.

    "Catchy" will just get in the way. It will distract your target audience and blur your communication objective.

    And the people who have to "like it" are those in your target audience. YOUR "like" is irrelevant. You will "like" a tagline that accomplishes the objective.
  • Posted by Jay Hamilton-Roth on 2/2/2013 at 1:41 PM Member
    What's wrong with your current tagline ("Dressage | Eventing | Showjumping")?
  • Posted by s.warren on 2/3/2013 at 9:19 AM Author
    Hi All,
    Thanks for your input and direction. I have a much better idea of what I need now in a tag-line. I think you might be right - that actually the current line of Eventing - Dressage - Showjumping does a good job of explaining the business in many ways.
    However, I'm sure there could be a better one to use as well...so I will do some brainstorming!
    Thanks for you input so far.
    Sophie
  • Posted by NovaHammer on 2/3/2013 at 4:48 PM Accepted
    Sophie,

    Your name tells them who and what now tell them what THEY get..

    Aspiring Olympians Cultivated.
  • Posted by Moriarty on 2/3/2013 at 5:45 PM Accepted
    Man and horse in perfect harmony (couldn't resist that one)

    Personal training for you and your horse

    Rider and horse trained as one.

    Your horse and you. Training both to win.

    Any good? M
  • Posted by s.warren on 2/6/2013 at 6:23 PM Author
    Some great ideas here and I now have a direction to head in. Thanks for your input!
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