Know-How Exchange : Taglines/Names

@moriarty - thanks for your lines - not sure it covers everything. Ideally we would have more on the design than the concrete - the concrete is precast off site. The jobs they work on are huge scale jobs so it needs to be more corporate - multl story car parks, shopping centres so the scale is large. Flexible and custom are good but need to get
@Stephen Byrne - they have large contractors and civil engineers as well as clients so architect is too narrow
Thanks for the suggestions though

@rosemary.bergin - Using the word "Architect's" is a positioning solution. The idea being that if architects approve (testimonials needed), it is a higher level of endorsement, e.g. doctor approved. How can you be sure that contractors and engineers wouldn't perceive this as beneficial to them as well when there are strong design and custom needs considerations, unless you ask them?

Rosemary, when you say your tagline needs to speak to corporates, I need to know a little more.

Because corporations have hierarchies. My point is this: with an established client, you're speaking to the people who are responsible for getting things done. If you're getting new work through advertising, this is often delegated in the initial stages.

Who do you want to speak to? Because if you're speaking to those who have been delegated to do the job, their perceptions of their work will be very different and they'll be looking to weed people out, not make more trouble for themselves.

Hi Moriarty Their audience is a niche group of contactors and civil engineers and architect that work on these large scale projects, They would be well known and well respected within this group so the line is not about awareness its about suming up what the industry calls value engineering - working out a better solution to the development of a Car Park, Shopping centre etc. They are often called in to consult on the design so its really about an well designed solution that can save their client money and time on site. does this help?

Rosemary, you have a strong business with a clearly defined purpose, market and clientele. I want to ask you why you want a tagline at all - when you have the one thing all businesses dream of - a reputation?

What's more, it's an excellent one.

That trumps taglines every time.

I want to ask what the purpose of a tagline is for you in your circumstances? My reckoning is that it will bring you 0,5% extra sales. In other words, from where I stand, it's a distraction.

What you should be concentrating on is sorting out your client base. You will have clients your business serves well - and you should be looking to get more of this kind of business client.

They are the ones who buy time and time again, phone you and ask you to give them a quote with two weeks longer than you need to present them with a respectable proposal. What's more, they accept it's 35% more expensive because they know there's no hassles beyond the normal niggles. They'll telephone you immediately there's a problem and let you sort it out in your own way without any further argument. And they pay on time.

You know this kind of customer. It's the kind most businesses dream of - and you're in a pole position to get more of them. They may not know you're there, and a tagline won't help you much in that. That's where you need insight and the strategies that grow out of them.

You also have the basis for a tremendous and punch-packing USP that will both stand you out, and will give real direction to your entire business. With that, you won't have a problem with a tagline, your problem will be which one to use.

USPs are my bread and butter. If you're interested, get in touch - only I'm back in Germany next week and I don't have my office facilities set up there yet. I will have sporadic internet connection. We - me and my partner Brian (yes, I'm a girl) - are looking to buy an old railway station in the Harz mountains.