Question

Topic: Taglines/Names

Fun Brand Name And Tagline For Language Center

Posted by teng87 on 4/4/2013 at 6:33 AM ET 250 Points
I am starting a language center which is currently targetting young adults (~age 18 to 30). Since this is my first business venture, I am unsure of how to come up with a memorable yet fun brand name.

The language school differentiates itself through the content and the activities. We are going to organise gatherings with the natives so that learners have a chance to interact with them. In addition, there is a cultural aspect that is incorporated into the lessons, i.e. the food, the habits, the characteristics.

I hope that the brand name and tagline is interesting and evoke ideas and emotions of being fun and interesting. Hopefully it will motivate the learners to eventually take up more than one language (since learning a foreign language helps us widen our perspectives). In addition, I hope that the brand name is not too limitiing.

Truly appreciate all marketing profs help with this!
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RESPONSES

  • Posted by Moriarty on 4/4/2013 at 7:48 AM Accepted
    When you're unsure of ideas for memorable names, don't look at your business. Look instead at the people who are going to choose you instead of all the competition you face. Because doing this fits in with their viewpoint and your name and tagline will mean something to them.

    We need to know something about your institution that makes it special.

    We also need to know what languages you are teaching - I'm guessing you're in South/East Asia. We need to know who you intend teaching them to. Why would these people choose you to teach them and not someone else?
  • Posted by teng87 on 4/4/2013 at 8:15 PM Author
    Hi Moriarty, good point on thinking of it from the consumers' perspective. The group which I intend to target will be people who are looking for a fun way of learning languages and networking opportunities. The languages to be taught are three Asian languages and Spanish.

    Hi Kathleen, thanks for the ideas! They are pretty interesting.
  • Posted by Moriarty on 4/5/2013 at 2:17 AM Member
    From your response, you're in the Philippines!

    Having done a 35 second, in-depth survey of Bing on "learn language Manila" most of the language centers are the boring kind - "We teach languages because you have to learn it, so tough!"

    Now: when your business begins to take off, listen to the things your pupils are saying when they think you're not listening to them. Sometime they'll say something about why they came* as this is your opportunity to grasp what they see of your teaching style. So keep your ears open.

    (*and also what they don't like - most of which will be about how hard it is to learn another language of course!).

    So where do people go to have fun? Not an institution teaching languages or a school. So my suggestions are going to veer away from that image and to something a little ... different.

    Manila's Language Zoo - language learning as you've never experienced it before!
    The Language Cafe - come and chat with us and learn a language as well
    Conversation Bistro! - you've never had so much fun and learned at the same time.
    Conversation Quadrant - have fun in four languages!

    https://conversationbistro.com and https://conversationquadrant.com are both available - the others you'll have to get creative (or come back here when your ideas are a little further down the road).

    What do you think?
  • Posted by Gary Bloomer on 4/6/2013 at 11:03 AM Accepted
    Good for you on. Go for it.

    I have a few points. You mentioned "the natives" where are these people?

    Where are you, geographically speaking?

    What is it about your language classes that makes you stand out? How do you deliver results where others don't? If I'm looking to take classes in Chinese, or Spanish, or whatever, what will make me pick YOUR classes above those of your competitors?

    I'm asking these questions because they're as important (or probably more important) than the name and tag line you pick.

    What results are your ideal students looking for? How might you tie in your name to those results?
    Your desire for a name that's fun might not align with the desired outcome of your ideal students.

    What do your ideal students look for in a result? A fun name is a nice thing to have but alone, it may not be enough to help you stand out and to position you as the logical first choice in language classes in your region, city, town, or location.

    You also mentioned hope.

    As nice as hope is, it's not a strategy and sadly ... it's not a business plan.

    You'd do well to outline a set of solid goals and work out how you'll work toward making those plans a reality. With focus on parts of a plan, and with attention to making things a reality, a plan produces a set of tangible assets you can show off to people as proof of your ability, and they turn into things you build on.
  • Posted by teng87 on 4/11/2013 at 5:50 AM Author
    Hi Moriarty,
    Thank you for keeping the comments and ideas flowing! I really like what you are saying about creating a completely different place from what the market currently offers. That aligns with what I have in mind all along!
    That's some interesting names you have come up with. But I want something which makes people smile when they hear the brand name and tag line. Zoos and cafés may be places where people likes to hang out (you have a good point there) but I am looking for something with an extra "kick" to it.
    And you are right! I am going to keep my ears on the ground when it starts!


    Hi Gary Bloomer,
    Thanks for the advice. Since this is my first venture, that's some good advice there. For now, I will say that the competitive advantage will be the consumer experience. As mentioned, current market is really boring so we are going to provide a fun learning experience.
  • Posted by Moriarty on 4/11/2013 at 6:10 AM Member
    Teng,
    this answer I posted this morning may give you some insight into what your customers want of you.

    https://www.marketingprofs.com/ea/qst_question.asp?qstid=41213

    Because you don't need to like the name - your business name is for your customers. In this respect, it isn't yours!

    What are your thoughts?
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