Know-How Exchange : Taglines/Names

Yes I go with Randall, it would be easier to help if you could eloborate a bit on the services you provide, Insurance for?

AZIZ

You're getting good advice. You don't need the potential confusion or complexity from a mascot. You need a nice, clean logo and a marketing plan to drive people to your website. (I'm assuming you can deliver on your positioning promise; if not start there.)

If your target audience believes your promise and that's an important benefit for them, a mascot will just confuse the communication.

Sometime less really is more.

Hi Joel,
from what u have mentioned abt your service : your target customer is the price conscious lot, who are looking at getting the lowest premium, given the set of their requirements.....

I think you need to communicate this to your target market and the present name + tagline indeed does this well. So i dont think you should go about changing it.
A brand is not the logo/tagline/symbol. It is the set of association in the consumer's mind. While adding a mascot/ logo is not the most essential aspect in brand building, a logo/mascot could make building/creating associations easier, especially in an online channel, where there are scores of other internet sites offering exactly the same service. But again, the association that you create using the mascot should be crystal clear and not confuse the customer. You wudnt want to spend precious mkting dollars to confuse the customer.....so in my view it wud be better to use a symbol thts easy to recognize yet is unique, instead of a mascot...



rt

You've added more information about what you're selling and how you operate. The more relevant information would be what you know about your primary target audience.

It sounds to me like they are more interested in low prices than good service or quick, honest claims processing. I suspect that audience will be pretty easy to identify and target.

If that's NOT your intended audience, then you may want to consider a completely different target audience. That would have implications on the name, domain name, tagline, etc.

Have you done any research among your target audience? I think you might be surprised about what you learn from talking to a dozen people to find out how they make their insurance decisions. In fact, you might even want to do a quick quantitative survey before you jump headlong into the deep end of the pool. That will give you something projectable onto your total market.