Know-How Exchange : Taglines/Names

springerrp

I think one of the most powerful words you used there was "park-like".

From an outsider perspective, it sounds to me like you should be describing what you do in terms of a landscaping service rather than a land clearing service. Look at the name chosen by your competitor - Specialized Forestry Solutions. Nothing about clearing anything in that name.

But the key thing your reply above tells me is that you need to adopt a tailored approach to each of your market segments, for example:

- Developers
Developers may even need to be divided into two groups, i.e. "clear my block completely", and the "clear my block selectively" segments. The former wants a greener approach to land clearing. The latter is really looking for that park-like appearance you mentioned, and want to have all the credentials of an ecologically sustainable business.

- Farmers
Farmers may just want to reclaim overgrown land without clear felling, and appreciate the mulch going back into the soil, although the breakdown process may be far too slow for a farmer to wait for. They may be looking for ways to accelerate the in-ground composting of their mulched underbrush - which could be a product development opportunity for you?

- Homeowners
I'm guessing homeowners just want a cleaner, easier to maintain block of land and are keen to preserve all large trees. Your service might be a precursor to a more in-depth landscaping project - opportunities for partnering or product/brand extension?

- Realtors/Real Estate Sellers
This segment just wants potential buyers to get a good view of the real estate that's for sale. This is simply about upgrading the appearance of the property for a short time while it is on the market. Maybe some opportunities to develop other home maintenance services as part of a package?

For your marketing to work properly, you need to develop a targeted proposition per segment. While the service you are providing is essentially the same, at least as far as the clearing/mulching component is concerned, each segment perceives it quite differently because it means something quite special and different to each of them.

I think you need get focused on developing a value proposition per segment first. Maybe you can subsequently "wordsmith" a tagline out of the various value propositions, that will work for all market segments. And that will lead you to some clues about the name you should be using for the new business. But I would make that the last thing you try to achieve with this, rather than the starting position.

Not the answer you were looking for, I know. But I think my approach, properly executed, will set you up for long-term success better than any off-the-cuff name and tagline suggestion.

Hope that helps.

ChrisB