Know-How Exchange : Taglines/Names

Where? How will your prospective clients find you, or learn that you exist?

Is there any reason you can't just drop the word "group" and call yourself Roth Financial?

Are there things you do differently for female clients that you don't/wouldn't do for male clients? Or is the attraction for women that you "are one of them?" (Maybe use your first name too? "Helen Roth Financial")

Also remember you can use a tagline to expand on the communication in the name.

I'd like to take Mr Goodman's thoughts a little deeper. You are offering a service that is highly personalized and personal. This means that personal branding is not only important, it needs to speak about the 'you' that your customers see. If you can get your head around that little one!

What I means is that it isn't just you tellin everyone about yourself. Personal branding is all about what people see of you - and meeting that need directly. It's shaping up to be the person they already see in you; it's surprisingly hard to do (I know, I've done it and it took a long, long time and a lot of reflection). The point is why do this at all. The things others see in you isn't always the things you see in yourself. They're often details in the way you go about things - better put, the "how you do things" which is even harder to grasp as there's nothing left to see once you've done it.

So let's start with the easy bit: imagine someone who you know'll make a good customer. You know this just by the way they're talking with you. It doesn't matter who they are - what's important is what you say to them. What are the three words you say to them that'll tell them you're their choice. Remember they won't need much telling, they still need to hear it though!

The other side of the coin is what your current customers will think of this change. People who only vaguely know you will look for Roth Financial online or in the phone book and they may not find you if you've got a totally different name.

Mr Goodman's thought of simplifying your name to "Roth Financial" is sensible. I'm going to follow up on this with a few suggestions.

Roth Financial Advice
Roth Financial Help [yawn]
Roth Financial Assistance [hmm ... not quite]
Roth Financial Insights [that's better!]

As Mr. Goodman says, you can always elucidate with a tagline - which is a lot easier to change than a business name. You need to drop the "group" but may team up again - you can add or deduct things from taglines that you can't in your legal name. Do please check with your broker though, just in case. Financial folk need to be more than clean these days ...