Know-How Exchange : Taglines/Names

What's the name of your CSR consulting business?

Hi Jay,

It is either going to be Mascoll Consulting Inc. or Mascoll Community Investment Consulting ( I am naming it after me). Hope this helps.

Unless you are very well known in this space (personally), your name may not be a great way to communicate the benefit you deliver to prospective clients.

Your clients will want to know why they need you, what unique benefit you offer, and why they should pick you instead of some other consultant. If you don't have good answers to those questions, you probably need to find them ... or you won't be able to land many clients. And if you do have good answers, then it would be great if you can allude to them in the name and tagline for your company.

So let's start with the two key questions: (1) Who exactly is your target audience? (2) What unique benefit do you offer them that sets you apart from your competitors? Once you've answered those, we can deal with the credibility issue: Why should anyone believe you can deliver against your positioning promise?

Jay,

All great points. I did originally think of not using my name but all of the relevant CSR/ community based names were taken. My goal is to offer my services globally in markets that know the CSR model and those countries who do not, so the name needs to be relatable. Also I am not that creative :)

The goal is to work in collaboration with communities to enhance the capacities of grant makers, nonprofit organizations, foundations, corporations and public agencies so they can effectively engage with each other in order to drive meaningful social change in their communities. Our goal is to provide services to communities in North American and the Caribbean.

My offering is that I have been working serving the corporate and non profit sector for over 12 years as a community relations leader senior leader. In addition is I have a CSR Practitioner designation which not many consultants in my field have.

I will customize my services around my client’s individual needs and will work collaboratively to find unique solutions and opportunities that will work for their benefit. My approach is personal and our services flexible.

The keys to my success are the ability to innovate, my customer service and professionalism, and trust.

My services include:

Stakeholder, social risk and opportunity assessment
Assess needs and develop new programs
Conduct environmental scans
Interview & survey key stakeholders
Identify funding gaps
Analysis of potential development partners and partnership structures
Facilitation of stakeholder engagement & community investment programs
Strategic advice on community development program design

Allocate funds
Design and manage Requests for Proposals (RFPs)
Grant Writing needs
Review grant proposals
Conduct due diligence & site visits
Facilitate grant review among board and staff
Make funding recommendations

Evaluate impact
Assess evaluation needs & readiness
Design of community development performance and impact indicators
Conduct individual & focus group interviews and surveys
Impact measurement

Jay,

All great points. I did originally think of not using my name but all of the relevant CSR/ community based names were taken. My goal is to offer my services globally in markets that know the CSR model and those countries who do not, so the name needs to be relatable. Also I am not that creative :)

The goal is to work in collaboration with communities to enhance the capacities of grant makers, nonprofit organizations, foundations, corporations and public agencies so they can effectively engage with each other in order to drive meaningful social change in their communities. Our goal is to provide services to communities in North American and the Caribbean.

My offering is that I have been working serving the corporate and non profit sector for over 12 years as a community relations leader senior leader. In addition is I have a CSR Practitioner designation which not many consultants in my field have.

I will customize my services around my client’s individual needs and will work collaboratively to find unique solutions and opportunities that will work for their benefit. My approach is personal and our services flexible.

The keys to my success are the ability to innovate, my customer service and professionalism, and trust.

My services include:

Stakeholder, social risk and opportunity assessment
Assess needs and develop new programs
Conduct environmental scans
Interview & survey key stakeholders
Identify funding gaps
Analysis of potential development partners and partnership structures
Facilitation of stakeholder engagement & community investment programs
Strategic advice on community development program design

Allocate funds
Design and manage Requests for Proposals (RFPs)
Grant Writing needs
Review grant proposals
Conduct due diligence & site visits
Facilitate grant review among board and staff
Make funding recommendations

Evaluate impact
Assess evaluation needs & readiness
Design of community development performance and impact indicators
Conduct individual & focus group interviews and surveys
Impact measurement

I think the points made about having a relevant name/domain ID are critical.

With billions of name possibilities I guarantee there tens, if not hundreds of name possibilities which have yet to utilized by anyone. Imagine a client coming to you with a new CSR service/product. Surely, you would be able to create a name/domain that works for them. If you are really stuck, pay someone a few hundred dollars and presto, that issue solved.

Regarding a claim line...At this moment, with knowing zip about you, your company, or your target clients - wild card lines might be:
"Integrated CSR Consultants (Consulting Services) for a Changing World"
CSR Impactfull Resources ("Impact" is emerging as a BIG notion in CSR and 3BL worlds right now )
Results Driven CSR Specialists

Hope this helps
Robert



.

You've listed a menu of services, rather than a list of benefits you offer. Michael Goodman's 2 questions: (1) Who exactly is your target audience? (2) What unique benefit do you offer them that sets you apart from your competitors? are still unanswered in my mind. If you want to specialize in serving the Caribbean, that could help to clarify your audience.

Whoops, I gave you some help on a company descriptor rather than a "tag line"

I agree with Michael Goodman - in order to develop a tagline that is both relevant and motivating to your target you need to:
1. Identify your target
2. See if you can come up with something that is both unique, and probably more important, relevant and motivating to your target.
Think of how you want your client to feel - (e.g., trust, satisfaction, inspiration, relief...) and develop words that you think will generate those feelings.

And, I still strongly believe you should create a business name/identity that expresses your business or your approach, or the result you promise - or something relevant to your target.

Feel free to contact me. Robert

My customer is the non profit sector as well as small to medium business (sometimes large business) who are looking to create to improve or expand their philanthropic presence in communities that they serve.

I can identify with their needs because I can tailor my services to their goals. Everyone may have a cookie cutter solution but mine is specialized to their unique issues.

Thanks.

My customer is the non profit sector as well as small to medium business (sometimes large business) who are looking to create to improve or expand their philanthropic presence in communities that they serve.

I can identify with their needs because I can tailor my services to their goals. Everyone may have a cookie cutter solution but mine is specialized to their unique issues.

Thanks.

If CSR is your specialty, I'd incorporate it into your business name. Then your tagline can highlight either your bespoke investment style, or your specialized knowledge, etc.