Know-How Exchange : Taglines/Names

Zkater

Good morning, Successful.

Now I speak with a background as an industrial designer and entrepreneur. Both in my own right and sometimes with my husband. Believe me, it is not as easy as you imagine.

That does not mean it is impossible though. It means it is tough.

So: my advice is to keep your job, it does pay your bills after all. Believe me, the money they make comes with some very real costs. Sleeping well at night is something you do not yet truly appreciate. Because when you have staff to pay, the rent and taxes - and you haven't got enough to go round means you don't always sleep very well. Let them have that money, and sleep well. For now, at least.

My point is that you can start something small. After all, that way you can see if it really works! As a designer myself, I know just how difficult it is to go from drawing board to production. Let alone sales and distribution.

One of the guys I worked with left the company shortly after and went on to style the Mercedes A class. When I say this, he was in charge of styling. He is a very good designer, and to get a concept of that kind even to the model stage in a company like Daimler-Benz of Stuttgart is an achievement in itself. To get it on the road is another. That he is also Turkish meant that he had another barrier to leap. Which he did with alacrity. His skills shine through everything he touches. He is little short of being a magician. He broke all the rules, went against what everybody said and caused a worldwide sensation.

So realize the challenges you face. Because they are very real. I face them myself and I know my boundaries, which I suspect you do not. Yet. Because just as my Turkish friend knew, knowing them will give you a very big advantage when it comes to establishing something. A sensible business for one thing. One that is, that provides for you and your family - and keeps your marital relations healthy too. Because believe me when I say that these things are worth more than any amount of money! Or being a CEO for that matter.

So putting aside the details of how you are going to do this, you need a name for your brand. Well, what do Urban People wear on their feet these days? Of course if you are in Anchorage, that means woolly boots, in Manila it means flip-flops. You need something that says what they do and for whom. Either that, or you will spend a great deal of money in getting some nameless name to be known. That is how things are with great ideas. Not many people are aware of them, or are interested for that matter.

Since you are a small business this implies an ability to be flexible. You can make the "Bespoke Shoe" - much like the "Bespoke Tailor" of London's Savile Row. That immediately puts your skills as a designer and shoemaker at the top - with the prices to match. Way easier than making something to sell at any price, believe me!

So how about: "Successful Shoes: Individually Tailored Shoes For Successful People"

I hope this helps even if it seems a very negative comment. As I say, I have been through it several times. To your Success, Moriarty xx

Here's my suggestion to you. First understand that if you fully knew the trials you will go through to become a successful owner in the apparel business (and any other) you might not start down that path. So don't think so much about that, but rather concentrate on developing a sincere passion for what you do. Passion makes the trials you will face more enjoyable.

Here are 7 traits you need to build.

1- Passion for what you do. That does not always mean a passion for money.
2- Goals. Set reasonable goals and when you meet them set more.
3- Planning - Plan your path well so that when you hit road blocks you know how to circumvent them.
4- Prepare- Educate yourself; about the field you have a passion for and in general. This is a lifelong process.
5- Act, don't just talk about it. As Nike says "Just do it."
6- Work hard. Your 8 hour job will look like a vacation once you start on your own. The good news is that you will enjoy every hour because you have passion for what you do.
7- Persevere- It will be hard and you will fail along the way, but those to stay with it general finish the race.

With this said come up with your own name. You product name should come from the depths of your passion for your craft, not from someone who doesn't know you on this forum.

I wish you all the success you deserve.

Can you fill in some more details about your proposed urban shoe line, including:
- where your clients are likely to be located?
- who they are (age, gender, income level, other demographic info)?
- what other products they likely have in their closet?
- why they'd chose your shoes over the competition?
- how you propose that they'll find out about your shoe line?