Question

Topic: Taglines/Names

Need Name/tagline For Online Consignment Business

Posted by Anonymous on 3/7/2010 at 12:17 PM ET 250 Points
I'm looking for a new company name/tag line for my online consignment/liquidation business (eBay, eCrate...ect). This is a home office/warehouse business with no storefront at this time. I sell for people looking to sell either a few items or a household estate and/or private collections. I also sell existing merchandise for businesses that are closing down. My clientele runs the gamut from ordinary citizens to wealthy individuals who prefer to remain private and won't come to a storefront to do business.

While I am looking for a new name/tag line, I should mention that I ran this very same business about 4 years ago with great success but I left it when I was offered a position with a company that I was very interested in working with. I recently decided to bring the business back and I find myself in need of a new name.

The name of my old business was "The Auction Dog" and the tag line was "Digging up the deals and burying the competition". At the time, the name and tag line suited my business and clientele. Now, I find myself dealing with a more professional clientele base and I need a name and tag line that is both polished and older sounding. A name and tag line that engenders trust and confidence.

Any help would be greatly appreciated. If you have any questions or need more information, please let me know. Thank you in advance.
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RESPONSES

  • Posted on 3/7/2010 at 5:41 PM Accepted
    I understand that your primary target audience now is more up-market than your prior one, but I think the old name and tagline has a very nice tongue-in-cheek, slightly irreverent appeal that might work very well with your new audience ... especially if you establish a special department (i.e., section of your website) for "dogs with a pedigree" or "top-dogs" that will let your more serious/professional clients to self-select a "VIP room" of their own.

    The benefit hasn't changed, and ultimately it's people -- real humans -- who make the decision to use your services (or not).

    You might want to re-visit the graphics and/or have a more professional look for the "VIP room," but I don't see a compelling need to change the name or the tagline.
  • Posted on 3/8/2010 at 5:10 PM Author
    mgoodman.....

    Thank you so much for the well thought out reply. To be honest, I wanted to continue using the name "The Auction Dog" but the old logo led me away from it as it blinded me to what the name could represent if presented the right way.

    After seeing some of my options for a new logo, I have decided to go ahead and keep "The Auction Dog" as my company name but after giving it a lot of thought, I sincerely think I need to get away from the tag line "Diggging up deals and burying the competition" as I do not think it accurately represents what my core mission is.

    While I do sell others consigned items to people online, the "buyers" really aren't my core audience. The "buyers" know my reputation online and aren't concerned with contracting or consigning items to me, they are only concerned with what I am currently selling. They could care less about my logo or tag line as they really only want to know if I'm selling quality items and that my business practices are honest and trustworthy. These are things they can see for themselves by simply looking at my feedback on the sites I sell on. To be honest, they wouldn't care if I had a logo or tag line as long as I had something to sell.

    On the other hand, I believe my core audience are the people looking to utilize my services to sell items for them. When I look at my current tag line, I do not see it accurately representing or describing exactly what I can do for or offer to my core audience. I'm certainly not "digging" up any deals for my core audience, I'm offering them a way to sell unwanted items, without having to do any of the heavy lifting, and yet receive a healthy profit after the sale.

    My current tag line is a great way to describe one side of my services to the buyers, but they aren't the ones who supply me with the business nor the inventory to sell in the first place.

    I could really use an idea for a new tag line that would fit with my logo and yet tell my core audience what I benefits I can offer them if they use my services (eg: bring their items to me to be sold and receive a profit after the sale).

    Any ideas?
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