Know-How Exchange : Taglines/Names

Ambiance is a great evocative name. Evocative names have wonderful long-term branding potential because you can associate any values with it that you want. An evocative name can truly stand out.

You will want to make it concrete with a great tag line. For example:

Ambiance
*The art and decor of the distinctive home*

The idea here is to address a felt need of your target client - to achieve the status that comes with having a distinctive home - and tie it to your skill in creating it. Since this is a store, this naming also fits with a store where items will be on display.

Although people don't know what Ambiance is, no one will ever see your name separate from other branding elements or touch points. As long as you create a consistant Ambiance story, you will do well.

I would love to see how you are going to set up your store to tell the Ambiance story. For example, you could showcase looks you created for clients. Each could be branded:

Brie's Ambiance
Jennifer's Ambiance
Justin's Ambiance

I would plan to do an announcement letter to all your former clients telling them about your store opening and the story behind the name.

You do face one challenge. There is an adult store at ambiance.com. Its more of an amped up Victoria's Secret. You can handle that by going with ambiancehomedecor.com or a similar phrasing, however you will have to recognize that people might still get to the wrong location.

Best of luck!