Know-How Exchange : Taglines/Names

Having sold analytic services since the year one, I can tell you that the whole concept of paying someone to analyze data is really difficult for most clients to swallow. It's like selling someone algebra.

Analytics is a tool, not a benefit. And clients buy benefits.

Do carpenters tell you about the kinds of tools they use? Of course not. They show you pictures of beautiful projects they've completed and tell you how your project will be even better. And, as a customer, you don't really care what kind of tools they use, do you?

You don't need a name nearly as much as you need a marketing plan that starts with a benefit-oriented positioning statement.

Figure out who is in your primary target audience, do some research to find out what they need (that you can provide), and then come up with a Creative Brief that clearly explains the positioning benefit to a professional copywriter or consultant who does naming. (There are several of us here on the MarketingProfs Know-How Exchange.)

If you're itching to get started on a website, you're looking through the wrong end of the business planning telescope. Start by getting your strategy in place, articulating a sound positioning statement, and then developing strategies and plans for each element of the marketing mix. One of those elements, of course, will be naming the company, but to start there is going to do nothing but get you in trouble. Don't do that to yourself.