Know-How Exchange : Taglines/Names

Why do you want a "catchy" name? Experience across a wide range of industries and businesses suggest that you'll be better off with a name that communicates your positioning benefit. People don't buy "catchy," they buy a benefit.

We'll also need some additional information if we're going to be really helpful in naming your business.

Let's start with a clear definition of your primary target audience. Where do they live? For what kinds of occasions do they most frequently buy gifts like yours? How do they decide on which gift to buy? What are the criteria for deciding on a vendor? How often do they repeat-purchase? What kind of people are they, and how do they learn about new gift providers?

Next, what makes you any different from -- and better than -- all the other places people can buy gifts? Why you?

And then, how are people going to learn about your business? Is this an online business or bricks-and-mortar? How will you create awareness and traffic? What's the marketing plan?

Help us with answers to these questions and we'll help you with a great name for your business.

Dear pbellsecurity1,

Your question's a little vague.

In what sector is your gift basket business going to be up and coming?

Flowers? Fruit? Cookies? Cakes? Savories? Chocolates? Candy? Perfumes? Meats? Cheese? Fragrances? Plants? Wine? Gifts for men? Gifts for women? Gifts for executives? Gifts for brides? Gifts for Mums to be? Cigars? Brandy? Whisky? Jewelry? Soaps? Candles? Collectibles?

Will your baskets be baskets? Or will they be chests, hampers, cardboard boxes, wooden boxes, open, closed, gift wrapped, filled to the brim with treats, or half full of stuffing?

Will you go for gourmet? Executive? Upper crust? Cheap and cheerful? Funky? Serious? Conservative? Over the top? Loud and fun-filled? Subdued? Subtle? Or eye catching?

What price points are you going to serve? Cheap and cheerful? Middle of the road? Expensive? Super exclusive?

Will it be a local business? A state or regional business? A nationwide business? Will you offer services for delivery overseas? Are you going to have bricks and mortar stores? Franchises? An online store? Or a mixture of all of the above?

The more specific you can be, the more detailed your answers will be. Which means the more chance you'll have of succeeding.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA