Know-How Exchange : Taglines/Names

Now this is the important bit: you are an optometrist. That means you have customers who liked what you did. Came to you and asked to be seen by you personally. People choose you for a reason, and whilst the reason isn't always clear to you, it is genuine nonetheless.

So what has this to do with a new name? Well, people like you because you're you and not someone else (otherwise they'd go to them, wouldn't they?). You need to communicate this to your potential customers in your new town. Because "catchy" in names or taglines doesn't mean clever or witty - they can be, the point is that they CONNECT. They connect YOU to your CUSTOMER.

So ask your current clientele what they like about you especially. Some won't know, aren't bothered - it's the ones who come back to you and say "well, it's that sparkle in your eye that charms me so" that you want to prick your ears to. Note them down, and when you have a good few, go through them and see what sort of generalities you can find to bring them all together under one hat (so to speak). Generalization it might be, it is still THEIR view of YOU. Which is important here. Because this is the "catchy" bit. The professional bit is way easier - you do a good job! The catchy bit is HOW you do your job well. It's how you interact, put people at their ease and be able to answer questions they hadn't even got to the stage of forming.

All of which is great for a tagline, you still need a name. Well, using your own name isn't a problem - and with a tagline that connects you to your best customers is the way to go. You could ask your current customers if they refer to you as Harry, Harold, or Mr. H. Hill. Again, this is customer perception that is all important. Some people will prefer first names, some last - it all depends on your manner of dealing with them and putting them at their ease.

So go and ask a few! They are the kind of people who will be using your services.

And I wish you well in your new practice!

If the location is in the other practice's name, then pick a name that shows your specialty. Who are the best clients at your new practice? Gender, age, income level, etc.? Why have they chosen to be clients of this practice (what's unique about the practice - if anything)? Your answers can help guide an effective naming process.

"Catchy" should not be a criterion. There's a lot of evidence that meaningful, benefit-oriented names (and taglines) outperform "catchy" when it comes to delivering your message effectively.

So the challenge isn't so much coming up with a name per se, but rather articulating a benefit-oriented positioning. What makes you different from, and better than, your competition? Why should someone select YOU? What unique and important benefit do you promise and deliver to your target audience?