Know-How Exchange : Taglines/Names

We need to be sensitive to the adult who will make the purchase decision and the child who will be your primary "consumer." You really have two different audiences, each with a slightly different need.

The adult/decision-maker wants to know they're making the right decision to get professional help for the child. The child wants help dealing with a very unfamiliar and emotional situation.

Given the sensitivities of your business and audiences, I think a conservative approach is best, perhaps not even being too specific about what you do ... at least in the name. A child might feel uncomfortable walking into a "bereavement counseling center," for example.

What about "[Cityname] Life Counselor," with a tagline like "Sensitive Listening at an Important Time."

This is a difficult kind of business to name, because you really want to be sensitive, and the benefit you provide necessarily evokes a painful memory. Usually we try to be very explicit and specific about the benefit; this time perhaps there's another way ...