Know-How Exchange : Taglines/Names

What do your fish want of you? Because your company is about fish, so see it from their perspective. What can you offer your fish that other companies can't? Or won't? What do fish come to you for that they can't get from others?

Oh! I thought you were targeting fish ...

In that case, replace "fish" with "customer" and we might get somewhere. Okay, you have customers. What do they say about you? What references do you have that you can share with us.

Because a tagline based on that information will be effective in describing how your business solves their problems. That isn't just catchy. Because it deals with the reality they will encounter when they deal with you. That is meaningful.

What do you know about your customers? Where are they located? How do they decide where to purchase their fish/aquatic plants? How are you different from, and better than, your competitors?

And why do you feel you need a tagline? What's the name of the company? If the name doesn't say what you do and what benefit you offer, then the tagline will have to do that. If the name does communicate that, then the tagline can extend the benefit to an end-benefit that will convey an emotional payoff for your customers.

As for "catchy," we usually recommend against that, because solid information and benefit-oriented statements almost always outperform "catchy." And even when you've identified a few good tagline candidates, it's important to get reactions from your target audience rather than to assume you know how they'll react.