Question

Topic: Taglines/Names

Name For "holistic" Strategy Agency

Posted by Anonymous on 5/23/2010 at 11:43 AM ET 250 Points
Hello All,

I am thinking about starting my own consulting agency and I was curious to hear your suggestions for names.

Basically we are a marketing & brand strategy firm that focuses on local small businesses. Our value proposition is that we have a “holistic” business view that recognizes the importance of all functional areas in building your brand. (i.e. the best marketing can sell a bad product, you can’t have grouchy people if you work in customer service, etc. ). When we meet with clients, we analyze their entire business and make recommendations accordingly.

I personally do not like boring and descriptive business names, such as “Well-rounded Business Consulting”…I prefer something more creative, short, and catchy. I am also not opposed to spelling things weird or making up a word entirely.

Some of the directions I’ve thought about include:
-Evolution/Evolve
-Synergy/Fuse/Fusion
-Organic
-Something to do with building (framework, foundation, cornerstone)
-Ladder/Elevator/Bridge
-"Whole" Grain

Thanks in advance for your suggestions!
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RESPONSES

  • Posted on 5/23/2010 at 12:03 PM Accepted
    Try not to let your personal biases against "boring and descriptive business names" get in the way of coming up with a name that might have strong appeal to your primary target audience.

    Remember that what you're trying to do with the name is let your target audience know (a) what you do and (b) the key benefit for them when they hire you.

    The best names are straightforward and benefit oriented. The phrases you list are all features (at best). Place yourself in the shoes of your prospective customer, and see if you can figure out what might motivate him/her to hire your company. What is the important benefit you provide uniquely well?

    That's what your name should communicate.

    It's not that your words are "wrong." It's that they don't really tell what you do, or what unique benefit you provide.
  • Posted on 5/23/2010 at 12:12 PM Moderator
    P.S. If you are thinking of starting your own consulting business, you might want to read:

    Rasputin For Hire (Link: https://bit.ly/k3Z7m)

    The book is available through major bookstores in the United States, at Amazon.com, or at the publisher's site (in the link above).

    The one reason you might want to use the publisher's site is that you get a free bonus report that features a round-table discussion with five of the top contributors here on the MarketingProfs Know-How Exchange ... focused on their experiences and advice to new marketing consultants.

    Note: You can also purchase just the bonus report, if you don't want the book. Same link.
  • Posted by SteveByrneMarketing on 5/23/2010 at 1:15 PM Member
    I generally agree with what Michael and Phil have said (although as with most everything, there are exceptions, e.g. Nike verses Coca Cola in the big brand world)

    The fact is the majority of "consulting agencies" use the names of the principal(s), which of course provides minimal information on its own. John Smith - Law, Accounting, Architects etc.

    This leaves you with the option of using a tagline to differentiate your agency from your competitors.

    Typically agencies have referred to themselves as "full service" or maybe "turn key". I see no reason why you couldn't be more creative, such as:

    Donald Smith Consultancy
    A Holistic Approach for Marketing Solutions

    Hope this helps,

    Steve


  • Posted by Jay Hamilton-Roth on 5/23/2010 at 4:06 PM Member
    Your target market doesn't care if you're holistic, corporate, minority-owned (etc.) - what they care about is: how can you help them improve their business. Ideally, you specialize in a type of small business niche - whether that be an office supply store or internet businesses. That way you deeply understand their needs, their competition, their "language", and their customers.

    Some name ideas:
    * Marketing Organically
    * 360 Degree Marketing
    * Business 360
  • Posted by Chris Blackman on 5/23/2010 at 7:20 PM Member
    When you say your clients would consist of 'local' small businesses, what does local mean? One city, a particular part of that city, or a section of the state or county?

    One way to sharpen target response and to gain market share is to tighten the niche you address.

    So if you are targeting small businesses in East LA for example, you might want to think about names like:

    East LA Small Business Consulting

    or

    East LA Business Marketing & Consulting

    By putting the area from which you hope to source business into your business name you will enhance your search engine rankings and make it easier for your audience to find you.
  • Posted on 5/25/2010 at 5:57 PM Author
    Hey guys. Thanks you very much for your timely and insightful advice. It will be of great use going forward.
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