Know-How Exchange : Taglines/Names

How about "Flair" with a Tagline "Your one stop stationary shop"

Sherry.

You might want to start by using the correct term, which is "stationery." "Stationary" refers to something that is immovable or standing still.

What's the name of the store? That will help with the tagline concepts.

"looking for a creative tagline."

To Tracey's point, taglines aren't just plucked out of thin air by wildly creative minds. They are derived from strategy. Strategy, in turn is derived from a knowledge and insight into your target audience.

Define your customer. Get into their minds. What do they really want on an emotional level? What is your unique selling proposition? What sets your business apart? Answers to these questions drive not only the writing of an effective tagline but also all other marketing decisions.

Thank you Jaime and Tracey for your great points. I would like to market my store/services to upscale consumer in a high end neighborhood.

I am leaning towards a simple name like "The Stationery Boutique". Tag line TBD. By adding the word boutique, I think it will give consumers the feeling of a more intimate store vs. a hallmark. What will set my business apart is the service, selection and ambiance of the store.

I just developed the idea this week so I have a long way to go but very excited about drafting a business plan and seeing where this can take me.

Seems to me that your name ought to be what's interesting and your tagline could be more descriptive. If it's upscale, a short, enticing name might be nice. Maybe check out words about writing, paper and stationery in French, Italian, Latin or other language for something exotic. Or you could do something like:

So Inviting
A stationery boutique
You're Invited
A stationery boutique

Other names to play with: Papier, Art of Paper, Paper & Pen, Ala Paper, Paper Etc., Paper Elegance, In to Paper, Messages

I think the font (and logo mark, if you choose to use one), will add the panache you need to differentiate it. There's another one, Paper Panache. Have fun!

I agree. I definitely want to tag line to be more descriptive. This is what I am thinking.

The Stationery Boutique
The "write" paper for any occasion

or
The Stationery Boutique
Where we're passionate about paper


I work at a major magazine and have friends in the art department. I am thinking about commissioning them to work on a logo for me.

Thanks All. This site is fantastic!

If you truly want to market to the "high-end" consumer, then think about focusing on quality and exclusivity. However, I would encourage you think more deeply and specifically about what your brand will be. This is long-term strategy for your business. When I look at a ton of other stationery stores out there, they have a very distinctive style -- that's what these brands market themselves on. Check out brands like Kate Spade, Elum Designs, Lunalux, Studio on Fire, Delphine, Cavalini Papers.

I would recommend against a generic name like "The Stationery Boutique" because it cannot be trademarked (anyone can use it), it will be difficult to purchase the domain name (unless you already own it), and it doesn't sound like you provide something that your customers "can't get anywhere else."

So, sticking with high-end, you might use something like "Paper Atelier", "Luxury Letterpress", "Communique," or something more made-up but that suits a sense of elegance.

For a tagline, I would stay away from anything too cutesy or a play on words. Will you stationery be custom only? Will you offer engraved stationery, letterpress, and/or printed? If you do special options these might be worth calling out in the tagline - particularly custom letterpress. Here are some ideas:

Distinctive letterpress & engraved stationery
Stationery exclusively yours
The art of commuication
The art of the invitation
Invitations that set you apart
Distinctively well said