Know-How Exchange : Taglines/Names

Your proposed tagline is okay, but it really doesn't clarify why people should choose YOUR kennel. What do you provide that your competition doesn't/can't? Do you specialize in certain breeds, sizes, medical conditions, exercises, etc.? By calling yourself a "resort" it sounds like you're trying to make your services higher-end. What will you be doing differently (if anything) from before?

As a general rule, the name and tagline taken together should communicate a compelling benefit to the primary target audience. It is not clear to me that the name alone communicates any substantive benefit for your target audience. (What's in it for a pet owner that you are "all-star?") That puts a huge burden on the tagline.

Instead of just putting together some clever words, let me suggest you give some serious thought to responding to Jay Hamilton-Roth's questions and ask yourself why a pet owner might benefit from hiring YOU. That thought should drive the selection of a tagline.

As a separate but related matter, how are you going to select a winning tagline if we come up with a short list of candidates? What criteria will you use? How will you ever know if the tagline is the best one? Maybe you want to prepare a carefully considered Creative Brief.

Creative Brief: https://bit.ly/htnXoR

What are the taglines used by your competitors? We wouldn't want to recommend a tagline that may already be in use by another company. What city are your kennels in? We cannot rule out a tagline that may, inter alia, reflect your location. Do you have any particular services that you provide to clients (humans or dogs) that are unique to you? Points of clear difference between you and your competitors are very important from the marketing perspective.