Know-How Exchange : Taglines/Names

I'm a little confused by your request. You first say that your target audience values "quality and stylish design and have an interest in buying ethically produced goods." But then the names you've come up with start with the words "Fair Trade."

You're assuming that people will equate "Fair Trade" with quality and stylish design, even though you noted earlier that "fair trade" means "coffee and chocolate or 'kitschy' crafts" to most people.

So I think you probably need to go back to basics. Lets define the target audience more precisely. Where do they live? How do they make purchase decisions for the kinds of things you want to sell? What really matters most to them? Is it the perceived quality, the source of the materials, or the amount the producers are paid?

The name and tagline for your business need to reflect the positioning loud and clear. And the positioning needs to address the unique and important benefit you provide to your target audience. Get that right and the name and tagline will take care of themselves.

My suggestion is that you interview 15-20 people in your target audience. Ask them questions about their thinking when making purchase decisions. Find out what they say to themselves. Ask them where they learn about the products they buy. Etc. Don't bias their responses. Just ask your questions, listen carefully to what the respondents say, and take detailed notes.

When you have the interviews completed, step back and analyze your notes. Figure out what your target audience is telling you about their decision process. That will lead you directly to a positioning statement for your business and, in turn, the name and tagline that will resonate with your customers-to-be.

Sound intimidating? Then get an expert to guide you or do it all for you. This is probably the single most important step in getting your business off the ground. Don't skip it. You'll only short-change yourself.

You're going to put a lot of time, money and emotional energy into this business. You deserve to build it on a solid foundation.

Thanks for your thorough response. I see what you're saying about conflicting messages, but it's difficult to take "fair trade" out of the equation when that's the product I'll be selling. I know there's a market for high-end fair trade products because I've seen it myself. I ran 3 large fair trade sales locally this past year. The items that were most popular were the well-designed, stylish home decor products. Customers loved what they were buying and loved that their money was doing some good.

You've given me a lot of food for thought, which I appreciate.

(Aside: One of my concerns with your naming is one of truth-in-labeling. There are a number of 3rd party certifications (FLO International, FLO-Cert, WFTO, etc.) which help to increase the trust factor of the product marketing. These days, there are a number of businesses that are indulging in "green-washing" - making statements about their products that are untrue to command higher prices, etc.)

The names you've come up with (Fair Trade Interiors, Fair Trade Estates, and Fair Trade Home) have a problem - people expect the word after "Fair Trade" to be a natural product, not something manufactured.

You might opt for a name like "Fair Trade Lifestyle" to connote an umbrella of lifestyle products (or "The Fair Trade Life" or "The Fair Trader").

Thanks for your comment. I think you may be confusing fair trade products with "green" products. Fair trade doesn't mean natural products, it's any product--agricultural or handicraft-- that is certified by one of the fair trade organizations as following the 8-10 principles (number varies by certifying organization) of fair trade, a few of which are fair wages, no child labor, creating opportunities for economically disadvantaged producers, and concern for the social, economic, and environmental well-being of small producers.

Every product I'm going to offer will be certified as fair trade by one of the recognized fair trade certifying organizations. So there will be no issue with truth in labeling. A fair trade product can be food, clothing, jewelry, linens, purses--anything that's grown or produced following the principles. Fair trade products are produced using sustainable methods and materials whenever possible, but aren't limited to "natural" products.

I think people knowing "fair trade" do know the designation and know it equates to life cycle sustainability. That to my understanding means full life cycle, including how the product is manufacturered. Thus, it is an enviro product. It's not enough to pay fair wages, no children can be employed, no sweat shops, and it must be harvested and manufacturered sustainably.

LCA is clearly the way the envio movement is heading -- the moving past the now antiquated term greenwash, to one more appropriate of avoiding "eco isolationism". Meaning taking a product like organic cotton and calling it "green" but using sweatshops and children to harvest or make it into a useful product. You have one eco attribute but ignore the rest of it's cycle.

As others elude, the term "fair trade" is becoming overused and trite. It's losing it's value as differentiator. Besides, it's a feature not a benefit. I think you should step away from the term because again-- overused.

I'd call it something like "good conscious design", that is the benefit of choosing your product. Of course we expect style, we expect quality and to get the added benefit of suppporting those manufacturers who's values match ours- slam dunk.

In fact that's a good tag line-- Products with Values that Match yours.

Or "the Highest Design-- the highest values"

Carol--thank you. You make a good point about the term being overused. I like your suggestions for a name and tag lines. They definitely zero in on my concept.

As Jay said a Logo or Certification Mark from a Fair Trade 'industry scrutinizer' would give the site 'Street Cred' so repeating that in the name/tagline may be wasting some space.

Perhaps something emotive for the name ... hitting all the SEO points that Michael showed you how to find within your header or homepage.

IMPACT!
Style that changes lives immediately.

keep in mind if the poster goes with 3rd party certification-- that is something done by the manufacturer of the product, not the retailer. Now the poster can create his own criteria-- for a product to be sold in his store it must pass x# criteria. I'd use as a model FSC -- I think they do a wonderful job. An example of a self certification is Floor Score, created by several flooring manufacturers. While I do understand the importance of 3rd party certification, it does add a level of cost that can be difficult to pass on to the end user (and it is expensive!). And the product must be renewed and re-evaluated on at least an annual basis. And if the product comes in multiple colors or styles, each color/style must be certified. Self certification to most end users is just as meaningful as other certifications if done right. And the posters do raise a valid point-- you in your mind have a criteria for selection-- refine it, publish it and market it. Turn it into a selling point.

Thank you NovaHammer and Carol (again!). Your name and tagline suggestions are great.

Yes, Carol, I'm very glad I posted. Everyone's thoughts and suggestions are really stirring up lots of ideas for me. I love ignite and Design for Change--exactly where I wanted to go but needed a jump start to get there. Lots to think about over the long weekend. Happy 4th everyone!

It's a 2 way street... The FairTrade choice can change customers immediately after 1 sale....many sales over time to contribute real change to artisans lives.

Poll your clients .. because it is all about sales; do they mention Style/Design/ or humanitarian reasons for their purchase?

That should help originators sell more after identifying the clients mindset.

Happy Canada Day here...with Will & Catherine

Not to argue-- but that one time "fix" is exactly the notion the poster must push against. It's like going to the gym one time and calling it "done". Buying free trade and living an eco lifestyle is a lifestyle change-- it's not a one time thing. To sustain his biz, he needs people committed to this lifestyle.

there are as many shades of "green" as their are in the color wheel. I would think a good strategy is for the poster to target those that want to make this their lifestyle. I want free trade-- not just one accessory-- I want it all around me and it's a change of lifestyle. That is why I don't like the word "immediate" it means easy quick fix good deed done.

He won't walk away from the casual feel good buyer-- but that isn't his sweet spot.

I checked GoDaddy and Network Solutions for www.ignite.com, designforchange.com--both are already taken. Also tried all variations I could think of: designs for change, change by design, etc., and nothing is available as .com, .net.

I like the concept of a fair trade lifestyle. Customer has a fair trade lifestyle, artisan has a fair life.

FYI: FairTradeLifestyle.com is available

1) My feellng is first offer great design, then the "fair trade" concept. I really liked the tagline:
"Products with values that match yours." That would appeal to the prep school, country club, Ivy League contingent (a background I come out of) much more than the words "fair trade." ("Is that some union thing like the Teamster''s?" my mother would have sniffed.)

2) Not my field of expertise, but I have read repeatedly that only two domain names count: a .com name, or the name associated with your country, e.g. a .de name if you are in Germany. Apparently .tv is o.k. if you are in the media business, and .org if you are in education also.

I liked the design name better, but decided to check ignite instead as a name more likely to be taken.
My inclination would be to register a couple of "close to what I want" .com names, and have them link back to the main domain name, which is the name you really like, followed by an alternative host.

For instance, I found free www.ignite.ag, www.ignite.vc, ---. vu, --- .lt, --- .as, --- .li, --- .nu, ---.sc and so forth.

Regards,
JH

Thank you all for your responses to my question. The virtual brainstorming between Carol and Nova was especially useful in helping me focus on what best articulates my concept. No final decisions yet, but I'm definitely leaning towards a name/tagline that sends a message about good style meeting good intentions.