Question

Topic: Taglines/Names

Team And Organisational Developer

Posted by Anonymous on 6/6/2010 at 9:45 AM ET 1250 Points
Hello dear Marketingprofs!
My wife Christina just told me about this wonderful community. We immigrated to Perth/West Australia from Switzerland 1,5 years ago. I am trying to connect to the corporate world and want to offer Team and Organisational Development.

I founded my own consultancy with my name:

ANDRE BURKI
Swiss Teamarchitect

Swiss Teamarchitect is the tag line idea that survived my critical thoughts so far.

(rejected tag lines: Swiss clarifier and harmoniser=my expertise but not tough enough - too long), Swss teamwhisperer not professional enough, Swiss alchemist =describes very well what I do and the benefits but was seen as too sophisticated and some did not know what an alchemist is)

On the backside of my business card I will explain the benefits / services the client gets when working with me. I want to use words related to Swiss qualities (but only the good ones ;-) and to architecture.

I would be very thankful for your thoughts and feelings when you read this tag line. What words do you relate to Swiss and what to Architecture?
You may take in account that I live in Western Australia where most managers like it clear, simple, not too sophisticated.

THANK YOU very much
Andre
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RESPONSES

  • Posted by Chris Blackman on 6/6/2010 at 10:20 AM Accepted
    Grüss Gott Andre!

    Hello from Melbourne... And a very warm welcome to the MarketingProfs community.

    If I read your question correctly, you're proposing the tagline is "Swiss Teamarchitect"?

    I suppose the first question Perth business owners might ask is "So how will that work in Australia"? Why do you feel it is important to say so explicitly that you're Swiss?

    What do people think of when they hear the word "Swiss"?

    Banking. Insurance. Neutrality. Secrecy.
    Maggi, stiock cubes, Swiss Knorr...
    Chocolate, Cuckoo Clocks, Precision Watches and Chronometers.
    Patisserie, Hotel Management.
    Swatch. Nescafe.
    Army knives. Chemical and drug companies. Toblerone.
    The Sound of Music. OK I know that was Austria, but...

    I'm not sure team development, or leadership training, would be front of mind when people hear the word Swiss.

    Are there especially "Swiss" techniques you use?

    The term Team Architect has some meaning. Do you have some personal connection with architecture, for example, are you an architect?

    I think you could recraft your tagline to better advantage.

    Drop the word Swiss, it's not essential at best, and at worst it might be considered discriminatory.

    Focus on what you're doing. And the benefit that brings the client.

    Andre Burki
    Architect-designed teams to achieve your business vision

    Hope that helps.

    ChrisB
  • Posted by CarolBlaha on 6/6/2010 at 11:02 AM Member
    I like your coining the phrase Teamarchitect-- but agree with Chris, not convinced about the Swiss part.

    or-- Teamarchitecture?

    You can really build on that term-- it's creative, original.

    When I think Swiss -- as it relates to a consultant-- would be the Swiss Army Knife. It's like duct tape, you can fix anything with it.
  • Posted on 6/6/2010 at 1:17 PM Author
    Dear Phil, Carol, ChrisB
    Thanks for your comments - it gives me motivation not to give up the search for the better. What do you think about:

    TeamArchitect for clarity, harmony and functionality in your organisation

    Too long? I think "... in your organisation" is needed to avoid the thoughts going into construction.

    I am wondering if the word Architect is not to dominant if I write it as Phil suggested TeamArchitect instead of Teamarchitect?

    Unfortunately I am not an architect but an economist having also studied business psychological issues like systemic coaching and organisaitonal development.

    Thanks a lot!
    Andre
  • Posted by Jay Hamilton-Roth on 6/6/2010 at 5:07 PM Member
    Andre - is there a reason you didn't go for the obvious tagline "Team and Organisational Development"? That's clear for your West Australia market.

    You can also focus not on what you do, but the benefit of doing it. For example, "Improving Business Team Efficiency".
  • Posted on 6/7/2010 at 12:31 AM Author
    Thanks Jay
    I experienced that some managers had problems understanding "Organisational Development".

    So, looking for "what makes me different, how can I attract the interest of my ideal client" I thought Swiss (for reliability, long-term benefits, conflict resolving etc.) and creating a new word (like Teamarchitect) fitting to what I can deliver would generate the curiosity with the ideal prospect.

    Now I think I give up the Swiss (I love Australia and want to become Australian!) because there is no specific Swiss method - just my typical Swiss values in contrast to the more easy going environment here that also I enjoy in my spare time.

    Teamarchitect -- too short?

    Teamarchitect for clarity, harmony and functionality in your organisation -- too long?

    Teamarchitect for clarity, harmony and functionality -- too close to the building industry

    Teamarchitect for clarity and functionality in your organisation?

    What do you think?

    THANK YOU
    Andre
  • Posted on 6/7/2010 at 6:18 AM Author
    Thinking a bit longer:

    Architecting successful teams within organisations


    What do you think?

    THANKS,
    Andre
  • Posted by CarolBlaha on 6/7/2010 at 6:25 AM Accepted
    I think just TeamArchitecture. An architect is the person, architecture is the science or process.

    Separate what you are writing as a tagline and play off architecture.

    Building successful teams.
    Building Organizational Development.
    The Science of Organizational Team Development

    I don't like clarity, too airy fairy.
  • Posted by Chris Blackman on 6/7/2010 at 10:32 AM Accepted
    Andre

    Maybe you can resolve it this way:

    Use the TeamArchitect term like a position/role name - take it out of the tagline. So, on your business card it might read like:

    ANDRE BURKI
    TeamArchitect
    "Creating successful teams in your organisation"

    How does that work for you?
  • Posted on 6/7/2010 at 1:33 PM Author
    Thank you Carol and Chris
    I seem not to be the only one liking or having to work at night ;-)

    yes, yes this feels good: creative, hopefully interesting, speaking to the customer, connecting to what a good architect does and what I want to stand for:

    - designing something of long lasting value (benefit)
    - assuring an optimal functionality (efficiency)
    - respecting aspects of aesthetic (harmony)

    And now I will certainly find a good sleep :-)

    Andre
    P.S. I plan to give you my final feedback tomorrow
  • Posted on 6/7/2010 at 5:17 PM Accepted
    My $0.02 worth:

    Drop "Swiss." It is a two-edged sword, at best ... and doesn't add a specific meaning/benefit. (If you wanted to say "efficient" or "precision" I'd use those words, not "Swiss" ... which can mean banking, political neutrality, etc.)

    I also don't particularly like the "teamarchitect" approach because it sounds too "fancy." If you mean "team-builder" that's clear. If you mean "team designer" that's clear. But I'm not exactly sure what a "teamarchitect" is, or whether I need/want one. ("Architect" is not as common a word in everyday discussions, I suspect, and when it is used it probably refers to software design or building construction.)


    For your audience I'd keep it simple and direct ... not too "cute."
  • Posted on 6/8/2010 at 3:29 AM Author
    Dear M Goodman
    I appreciate your helpful comment. So Swiss is definitely out. I see your point regarding TeamArchitect and you are right concerning the majority of my audience your version would be more appreciated.

    It feels better for me to stick to my "not being simple" and to take the risk of being perceived as a bit fancy / creative - that's also me. Hopefully this helps to attract (only) my ideal client.

    Thank you!
    Andre
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