Question

Topic: Taglines/Names

Tagline/slogan For Pottery Business

Posted by Anonymous on 8/25/2010 at 10:21 AM ET 250 Points
Need a tagline for a small pottery studio. It is not a paint your own pottery venture - just one studio artist. I will offer 2 lines: functional pottery for daily use (plates/mugs etc); and a collector's line of one-of-a-kind ceramic sculptures/home accent pieces. Everything is hand made (i.e. no commercial molds).

Target audience for the "functional pottery" line: women 18-25, trend conscious, individualistic, aspirational. Target for "collector's line": women 30-50, professional/white collar, own their own homes, style conscious. Both audiences appreciate handmade goods, and enjoy knowing they own something which is unique or at the very least, not mass produced.

I would like to make the collector's line an aspirational brand, and still position the functional line as the gateway with an implicit message to your peers that you have discriminating taste and eventually you will be owning a piece/pieces from the collector's line.

I need a slogan.
Should I have a slogan for the studio and a separate tag line for each line?

Thanks for your help.


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RESPONSES

  • Posted on 8/25/2010 at 11:35 AM Accepted
    With two different audiences and different positioning benefits for each, you will confuse people if you try to do it under a single banner. Even using the same name could be problematic, but at a minimum you will want to separate the messages.

    Let's start with the basics: What's the name of the studio? Does it have some equity, or is this a new studio/name? Where are you located? Is your audience mostly local, mostly online, tourists, locals?

    It seems that you have a pretty good idea of what you want to deliver, and to whom. The challenge will be to establish a solid positioning platform on which to build your brands. Do you have business and marketing plans? If not, then that's the place to start. If so, then it will help us help you if you can share more information.

    If that's a problem for you, then you might want to consider one-on-one marketing/business consultation. A number of us do that, and can almost certainly help you. Fees would depend on exactly what you need done. Browse the experts list and see if you notice someone who seems appropriate for the task. Or post a project in the "Hire an Expert" section of this website. (See "Post a Project" in the column at the right.)
  • Posted by Jay Hamilton-Roth on 8/27/2010 at 8:59 AM Accepted
    Own A Piece Of An Artist
    Handmade To Last / Handmade To Love
  • Posted on 8/29/2010 at 10:34 PM Author
    Thank you both for replying. I do have a business plan that I am still editing. Some of the items involved need to be registered/trademarked and that process hasn't been completed yet, so I don't feel free to explain all the details here. Mainly I am stumped as to how to position these 2 lines. My gut was telling me they each need a distinct ‘story’ but I just can’t wrap my head around how to do that while introducing a brand new entity too. It confuses ME so I know my target audience will end up confused too! That’s why I was hoping for some clarity from this esteemed body. ☺

    I know there’s only so much you can do with ‘too little’ information, but here’s what I can say:

    The studio is a new entity with no equity/name recognition.

    Located in The Bahamas where there is a healthy art collectors scene and a thriving tourist market. For both these audiences, the ‘Made in The Bahamas’ factor is important. Products will be carried locally in a few key boutiques/galleries and I will also sell at 3 local craft fairs a year.

    There will be an online store and ultimately, I would like to develop this as the main avenue for sales. Most of these customers are international. Some will find The Bahamas origin of the goods appealing, but I feel that for most, the exotic location will not be the main selling point. For them, the handmade nature, quality and price will be key.

    So I know I’m asking for free advice here, but it’s greatly appreciated. Even if someone could point me towards a company/product line that had a similar need as mine so I can learn from their case study, that would be a huge help. Thanks again!
  • Posted on 9/2/2010 at 5:39 AM Author
    Thank you both for your help. Wishing you continued success!
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