Know-How Exchange : Taglines/Names

Never mind a catchy name for the moment.

First, you have to identify two things - your brand and your USP.

Your brand is your company's identity and chracter. You might be the friendly photographer, or the high-class photographer, or the artsy photographer. You might be very focussed on customer service or on swift results.

Figure that out and write it down. Ask yourself, "If my company was a person, how would I like people to describe him/her?"

Now, to your USP - your Unique Selling Point. What do you do that is better, different, new, nicer, etc. than your competition? Are you more experienced, better equipped, more trained, faster, cheaper, more convenient?

Only when you've nailed these things down should you consider what your company name, slogan, logo and other marketing tools should look and sound like.

If you don't know WHO you are and WHY you are better, you won't be able to tell potential customers. Everything your company says, does, shows and promotes should reflect your brand and emphasize your USP.

First we need to understand your desired positioning. That means a very precise definition of your primary target audience, and a clear articulation of the unique and important benefit you provide that sets you apart from your competitors.

That needs to come BEFORE we try to deal with the name.

Simply tell your clients who you are and what you do.

A "catchy" name (which, incidentally, won't do you a JOT of good) is NOT what your ideal buyer or client is looking for.
They're looking for SPECIFIC types of imagery, which is what you must supply.

This means catering to THEIR needs and desires, not yours.
You might want to focus more on getting your work in front of the people most likely to commission it. At the moment you're getting bogged down with the name and missing the bigger picture.

Your name: Photography

Says what you do and who you are. Then, let your images speak for themselves. They're the things that will do the heavy lifting, NOT your business name.

I like simply "Boxy". I also prefer the photographer name in full too. It is a personal brand...because you are buying the expertise of the photographer and their one of a kind style...so their name should be the company name.