Know-How Exchange : Branding

Maybe focus on what you do for the clients rather than all about who the company is or who you are (or are not) So see yourself through their eyes. In that case, you might want a tag line to go with StyleCompass. It should encapsulate what you do from the client-perspective. I am guessing that is bringing out who they really are through style and fashion. Some people can't find the right style road. They are lost in a mix of what old school ideas they have about business dress, what they see others wearing, what their friends or family wear, trends, cultural and environmental cues, etc. and somewhere in there is their true self and style. You are helping them "chart the course" or "find the path" to their true style, the style that reflects their inner self if that make sense.

So a tag line would be a big help in explaining what you do from the perspective of how it benefits or helps your target market.

Maybe "StyleCompass- Discovering the path to your true style", "bringing out your inner style sense" or "bringing out the true you through style" or something along that line That's the concept even if the words aren't perfect but you could brainstorm words that are both client-focused and related to the company name/compass idea. A tag line should show what you do for clients rather than just who you/the company is. It's about them, they need to understand it from their perspective so they buy the concept and call you.

I am gen x'er, a plus size, career woman with my own successful marketing business. I would be one of your target market segments and I could use your help. I like to dress upscale, stylish, a bit funky/trendy and like to show curves a bit but also dress to downplay problem areas and play up good features. However, like others in your target market I am sure, I have over my career fallen into the pitfalls of dressing in a way that is not true to who I am: Dressing like my mother, dressing like others when it doesn't fit my personality, dressing too trendy when it doesn't work with my body type, etc. I think I finally found my style but one could always use help. So taking this as a "target market" perspective... you'd be directing me to my true style.

StyleCompass, "Go the direction of your true style" or "Bring out your stylish self", "Find your inner style", "Find your stylish self," etc.

Another thing that might help you is to do a focus group with your target market(s) and get some other perspectives that would help you distill exactly what your target's needs are and how you meet them. It's important to start there. Too many company's come up with what they do and then try to force it on what they think is there target. You have a good name, a marketable business. Step back and talk to the target and see what the needs are. I am sure you will get tons of good information. For instance, maybe part of your business would be shop for items for clients. I would love someone who could find me great tops and outfits, that work great and are in my size and work for me. It is a whole lot of work, especially when you're not a size 4 to find great affordable clothes.

Some lots of food for through. Hope it helps and good luck.

Sorry that was supposed to say "some ideas, lots of food for thought."

Anoure;
Thanks so much for your tremendous input-I would be honoured to help you.
Infact, I do shop personally for my clientele-sometimes they come along, so that they get a better idea of how to find particulars for their body type, many times, it's just to educate clientele in the right or wrong cut of garment so that they can actually see the difference the proper garment can make, and on occassion I've gone ahead and found the perfect item(s) for a client, and they end up buying it all!!

What's the negative connotation you have with "image consultant"? The problem you may encounter is creating a title that's clever but doesn't help people to quickly grasp what you do.

Hi Jay;
Thanks for your input. you have a valid point i.e. I may not get my idea understood as quickly and easily as i would if i simply used the term- 'Image consultant', but from the research I have done thus far, I don't think 'image consultant' would appeal to my target-it sounds too stiff-like a stuffed suit...is there something fresher, more up-dated I could use? Once again, thanks so much for your input

As for fresher names, consider playing off the "home staging" business. You're doing for people what home stagers are doing for homes - creating a great first impression.

Perhaps you could describe yourself as a "makeover magician", rather than image consultant.

Jodi