Know-How Exchange : Taglines/Names

One thing I would NOT do is repeat a word from the name in your tagline. You only have a few precious words to communicate your message in the name-plus-tagline. Repeating a word sounds funny and misses the opportunity to say something more.

If you go with "Jones Counseling Center," for example, that says you give counseling services, so your tagline should point to an end-benefit for your target audience. And it should use the words that will resonate with THEM, not some insider jargon.

My guess is that your target audience isn't seeking "growth" as much as it is seeking relief from something that's holding them back, or relief from something that's troubling them. So I would approach this with words like "discovery" or "new you" or "authentic self" or "unlocking your potential."

The important thing is to use the words that your target audience will recognize and that will resonate with them. Since I'm not in your target audience, use the words I've suggested (above) as examples, not recommendations. You need to talk with some folks in your target audience to see what words THEY would use, or which set of words would make them most likely to take interest in what you offer.

This is easily researched -- either on your own or with professional assistance. Why guess when you can find out from the people who have the answer?

I'm thinking:

The Jones Group
Personal Growth and Life Solution Therapies

The Jones Group
Counseling for a Better Outlook on Life

"
Counseling and Therapy for a Better Outlook

Do you have a pile of emails or hand-written thank you letters from your clients? If so, the tagline is probably somewhere in the letters. Pay attention to what value your (past) clients have received - what were they especially thankful for? Your patient wisdom? Your flexible hours? Your non-critical ear?