Question

Topic: Taglines/Names

Development Of A Tagline For A New Business

Posted by kldurkin714 on 2/24/2020 at 1:14 PM ET 250 Points
Ideas needed for a tagline for a new business that will be B2C initially with the intent of being a non-profit in the future. The business will accept gown donations and/or consignment from events like weddings, galas, proms, etc. We will then sell these dresses (sustainable fashion) with a portion of the revenue from each sale being donated to non-profits supporting women and health.
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  • Posted by mgoodman on 2/24/2020 at 3:35 PM Moderator
    A few questions. Your responses will help us deliver what you need.

    Who and where is your primary target audience? Why are you starting out as a for-profit business when your real goal is to become a not-for-profit organization?

    What is the name of your company/organization? The tagline needs to work with the name to communicate the main benefit your target audience can expect. (What is that benefit?)
  • Posted by kldurkin714 on 2/24/2020 at 4:37 PM Author
    Thank you for the response. The target consumer/audience is female 16-45. The set up of the business for profit initially is based upon timing and partnerships. The name of the business is Gowns for Good. The benefit is a sustainable way to shop for event gowns at a fraction of the cost for bridal/gown boutiques. Additionally, the target consumer will not only feel good about the planet but we will donate proceeds of revenue to non-profits. Dresses will be procured via donation or consignment.
  • Posted by Jay Hamilton-Roth on 2/24/2020 at 6:57 PM Accepted
    Aside: When someone is seeking a gown, I would think that their #1 goal is appearance/fit with price being #2. Feeling good about reuse/charitable giving is likely not a high priority for most of your target audience (it may be important, but not top-of-mind while looking for a gown).

    I'm assuming that "Gowns for Good" connotes your give-back/reuse focus. What do you want your tagline to convey that your name doesn't?
  • Posted by mgoodman on 2/24/2020 at 8:43 PM Accepted
    The target audience you've defined has more than ONE BILLION PEOPLE in it. I hope you don't really think you can attract and satisfy even 0.1% of that target. Let's start by considering WHERE your target audience lives and what their demographics, interests and needs might be.

    Carve out a segment where you have a realistic chance of success, and let's develop a tagline for that segment. If successful we can always expand later.

    And FWIW, Jay's thought about promising the most important benefit is right on. I would think fashion/design might be #1, followed by comfort/fit. The end-end-benefit might be the feeling of confidence the right gown might engender.
  • Posted by kldurkin714 on 3/4/2020 at 2:14 PM Author
    Thank you. The provided insight and direction was helpful.
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