Know-How Exchange : Taglines/Names

First, your positioning is self-contradictory. High-end florals are supposed to cost more than low-end florals, and "affordable price" is usually a code phrase for "low end." You probably ought to decide whether you're high-end or affordable, because you'll really confuse people if you try to be both at the same time. (That doesn't mean you can't be affordable; just that it's not a real positioning benefit.)

Second, there's a lot of experience that suggests "catchy" names are less effective at communicating a positioning benefit than names that really capture the essence of the consumer benefit. You're much better served coming up with a name that will resonate with your target audience. People don't usually fall for "catchy."

Then there's the issue of your name. What is the relevance of your name to the benefit your customers are seeking? Are you a famous floral designer whose name they'll recognize? And "cutesy" names (e.g., Fleur De Less, etc.) avoid the real issue of why someone should buy from you.

So that brings us to the real question: Who is your primary target audience? Where do they live? What are their most important unmet needs (when it comes to flowers)? How do they decide where to buy flowers? What are the emotional triggers that will get them interested? Why YOU and not one of the other dozen florists nearby?

If you can help us with some of this information, we can come up with some great names for your business.

If you haven't done some simple research among your target audience (i.e., your customers and others like them), you might want to consider starting there. Find out what people think is your key strength, areas they'd love to see you improve, etc. Listen to the words they use. Don't lead the witness, just ask high-gain questions and listen hard to what they say. Take good notes, and then review them after you've talked with a dozen people. You'll be amazed at how much you'll learn.

Dear Trish,

Your business is small but getting bigger? Excellent! Good for you. This is proof that the economy is not the dying star it's being made out to be.

But hold on a second. You are getting bigger? This means people already know about you, that they already like you, and that they already trust you.

That means they like you just as you are. So there is no reason to change your name.

None.

Changing names now that you are known introduces a small but vital marketing bomb called a pattern interrupt. Sometimes, pattern interrupts can be good, but not when you have an existing business that's growing. All of which leads to one overwhelming conclusion that I urge you—BEG YOU to adopt: catchy is not a selling strategy.

The other thing is, what do you mean when you say "start a website and more"? Do you know what you will sell from your website? Just flowers? Flowers and up sells such as chocolates, wine, jewelry, potted plants? Do you know who you will sell to from this site and at what price point?

Trish, trust me on this: when people are looking for flowers, they look for flowers, they don't look for fluers. The attractiveness of your high end service (or, indeed, of ANY service, product or goods) has nothing to do with your name.

Sticking with the name "Flowers by Trish" as you move into your new digs helps ENHANCE your status; but changing the name does not. Changing the name of your business now introduces doubt into your customer's thinking and into your value proposition which in turn has the opposite effect on your intent and winds up cheapening your high end aspirations.

Tell people what you offer. Tell them what it will do for them.
Tell them what you want them to do in order to see their dreams fulfilled. Sell the sizzle, not the sausage.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA

FloraBelle

FloraBunda

Trish's Bloomers

Fleurs de Soleil
Campanile (bell tower)