Question

Topic: Taglines/Names

Need Help For Tagline For Candles Sold Locally

Posted by losryan on 125 Points
I am starting to make candles to sell in my mother's booth at an antique shop. I am using teacups, pretty glass, and decorative shallow bowls for containers (so pretty things, some used some new). I am scenting them with light, airy feminine scents. I am calling them Hummingbird candles because when you think of a hummingbird you think of a delicate, small, beautiful bird drinking sweet sugar water. So the demographic that I'm selling to is the demographic of the antique shop, which is women mostly who have time to meander in antique shops who appreciate candles that don't smell like typical walmart candle (apple cinnamon, cotton, vanilla). The image I have for these candles in my mind is very tranquil, peaceful, relaxing but uplifting. Like a candle you light when you put your feet up to read and relax, not the kind you light when you've done business in the bathroom. Almost a signal for precious quiet time, rather than a candle to cover up fish made for dinner. The type that you would light after the house is all clean at the end of the day and the work is done. I think of them as "delicately scented" as opposed to very heavily scented so as not to overwhelm. So that's the gist of it but I can't form a tagline that captures that picture. Thanks in advance for the help!
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RESPONSES

  • Posted by mgoodman on Accepted
    There's a bit of a disconnect between the name "Hummingbird" and the relaxing, day-is-done positioning you describe as your goal. (Hummingbirds are always active, in-motion, even when they are stationary/hovering.) So you probably will need to change either the name or the positioning goal if you want a name/tagline combination that communicates a single benefit positioning.

    Think about where the product will be displayed and where the name/tagline will be seen. Would you expect to see a hummingbird there? If you did see one, what would you think?

    Maybe you'd be better served to include some local reference in the name/tagline, so the candles convey the charm of your region/city/neighborhood. Or perhaps a nearby landmark or famous resident.

    "Hummingbird" seems inconsistent with the product, its benefit, or the place where consumers will encounter it. You'll have a tough job trying to counter that incongruity with a tagline. If you're married to "Hummingbird," then a tagline that says "Pleasant, lightly-scented candles for your home" is probably the best you'll be able to do.
  • Posted by Jay Hamilton-Roth on Accepted
    Candles Inspired By Nature
    Naturally Beautiful Candles
  • Posted by Mike Steffes on Accepted
    Hummingbird candles
    "Lightly Scented Wings of Remembrance"
  • Posted by losryan on Author
    Thanks for the feedback. I appreciate your opinion because I didn't think about the highly active nature of a hummingbird. I was thinking about a cute bird who is out in the calm of the morning and drinks sweet water for it's food haha. Definitely something to think about.

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