Know-How Exchange : Taglines/Names

Dear Geraldine,
firstly, when you say "I don't want to mention I am a female in the name itself as it might put off(!!) some potential customers" - don't worry about the customers you put off: they wouldn't be good customers anyway.

Stand tall, stand proud and do a great job.

So how do I know this? Until a couple of years ago I ran an interior decorating business with some of the best references in the country (the Netherlands). And I'm female too.

Put quality first, your customers'll love it. They've learned that not all Poles save them money when it comes to cheap jobs.

Now any advertising needs to be focussed for the best results. It'll still speak to the others (your "broad range of households") whilst being a magnet for your better class of customer, the ones that make your job REALLY worth doing. Believe me, they'll have the cheque-book out and be writing on it before you've even filled out your invoice.

So whilst "Tiling Matters" is OK, I don't feel it is very catchy" - so what? You don't need it to be catchy, you need it to connect with your customers. "Fired Earth" isn't that special to be honest, and Tiling Matters is to me in the same category - that is to say, acceptable and descriptive. You do need something of a tagline to back it up that speaks to your qualities and skills.

And we're getting nowhere, and I'm not getting the inspirations that usually accompany this kind of dialogue.

But then, my business was "Gemma Laming, Meubels en Schilderwerk" - no tagline either. It's straight and to the point, no fussin'. With a local firm getting too clever means they think you're part of a franchise. That's what happened with our biz in the UK, my ex did loft conversions and our tagline was "If it's all a bit above your head, call in an expert". It was so clever they didn't believe that I'd come up with it on my own, thinking we were national company. It worked against us in some ways.

Does this help any? Do have a good look at your references to see what qualities you can offer your customers. Speaking of the things you bring that few others can.

Here's a line to maybe use somewhere. It probably qualifies as catchy.
"Tile...it's what wood wants to be."

Mike! Don't be so mean - I love wood!!!

Catchy it is!! Thank you very much. However, I am looking for a name rather than a motto. So far by brainwaves have given me: Tiling Perfection (difficult to live up to!), Tiling Bright (sounds good but what does it mean?), Tiling the Way (quite like that one...), Tiled and Tested (funny but for a business...?). Nothing too convincing basically. HELP!!

I love "tiled and tested" !!

How about "Tiled excellence" - "Tiling Excellence" More exact and sensible than perfection and excellence you can live up to.

Ceramics Live

Terracota Plus

Tiling Decor / Tiling Star

China Walls

Grouters

Tiles And Design / Tilish Design / Tylish Design

Flatpots

Many consulting/installation businesses start out with one product, but because they come into contact with so many people they begin to perceive very profitable needs in other, related, areas. If you can imagine expanding out into other flooring types you may want to adjust your thinking on the naming issue.

I'm really, really not trying to tell you how to run your business, but sometimes in the flurry of startup activity these types of thoughts can slip through the cracks.

Thank you all for your comments. I want to avoid mentioning Walls, Ceramics or anything specific that might be interpreted as being a speciality of the business. For that reason I would like the word Tiling to be the main sign post. Saul, I like the Flatpots idea! Thinking.....
What would you think of a business called "Tiled and Tested"? Moriarty gives it a thumbs up!!

My first choice would be "Licolnshire Tiling" (or "Tiling Lincolnshire"), but there's already a "Lincolnshire Tiles" - so no need to confuse matters. Rather than be cute/clever, think of why people would hire YOU. What makes you special in their eyes? What skills/training/materials set you apart from the competition? With a deeper understanding of perspective through your customers' eyes, we can help to create an on-target name for your business.

wow, Saul!!! As ever, you've come up with some stunning ideas. Only ... what's a flatpot?? Come on, you experts, let me know!

How about ...

Tiled & Grouted

you could also be a variant of "Gerri's Tiles" or "Gerri the Tiler" in Dutch it's a little easier as tilers are tegelzetters (tile setters).

I still have Tiled & Tested as my own fave.

What sets me apart I suppose is my attitude to my work. Attention to details and quality workmanship. I give the job the time it needs rather than the time allotted on the quotation sheet. I want to build a good reputation. This is a small community and without it you get nowhere.

Perfect Tile (or Tiling)
Quality Tile (or Tiling)
Geraldine The Tiler
Terrific Tile (or Tiling)

Thank you very much Jay for all your suggestions. As I mentioned earlier, I don't want to use my name in the business's name because some folks still discriminate, especially for work in the building trade. As for using Gerri, Moriarty, it has connotations in slang that I would rather avoid :-0
So we are still thinking hard here too... Tiled and Tested keeps coming up... It has the advantage of being fun and memorable. Don't know about being "cute" or "clever" (Jay, really!! If I were a man, I would be offended!!), but different is something I would quite like.

To be honest with you, if people are going to discriminate, they'll say "no" as soon as they hear your voice on the telephone - or ask to speak to your husband (the tiler!). In my own experience, being female in a trade, and being proud of both will stand you in good stead. Bigots will always be bigots, be they Dutch, English or American. The other side of the coin is that there are no few women who'd prefer to have a lady tiler in the house. If for no other reason than you'll leave the place tidy.

One young Dutch tiler cut through the protection he was using with his angle grinder, and right through the carpet beneath. The place was grey with dust too. I wasn't pleased because I was trying to paint at the time, but he wasn't the kind who listened.

So don't take on that women tilers are worse - and if someone suggests that you are, please tell them otherwise!

As you can imagine, Moriarty, I totally agree with you. My plan: work with the system and change what I may from within. Thanks for the support though. It is greatly appreciated.

I've been through this, and knew a lot less about marketing than you did. I also saw a decent business unravel on account of that - plus the jolly Americans pulling six trillion out of the world economy (some would call it a default on their obligations). The result was a catastrophic tightening of the money available - and interior decoration was one of the first things to get crossed off the list. I didn't have the skills to navigate that sort of problem. I'm not alone - the building sector has the highest rate of failure in Germany.

Anyway, the bit I really enjoyed was discussing ideas with my customers, and I've made myself a job doing that. Plus I'm not limited to a 30km radius any longer!

Don't be deterred though - there are openings, and being you and standing up for that means you've got a better chance of success. Hence my suggestion about using your name. Those who like it will love it, and those who'd not like it wouldn't anyway!

Quality speaks, and always has.

We have had a big financial downturn in this country too of course but Cameron (our prime minister) has decided that Britain needed to get building again. We have several companies with projects around the local town for over 1000 houses in total!!! They are only in planning, but there should be work in the foreseeable future.
So far, I am thinking of using "Tiled and Tested" as the company's name, and "Quality tiling by Géraldine Commowick" below so that by using appropriate colours the business' name, the word "quality" and my name catch the eye first. Alll these discussions are really helping. Thank you very much.

Your tagline does the job - sensible, simple and direct. The sort of thing people are looking for in a craftsperson.

In a way it's a pity you're not in Holland - houses are sold "casco" here, that is to say, empty and unplastered. There's lots of work for small businesses when houses go up because the buyers then need bathrooms, kitchens and just about everything else putting in - the sort of things that come as standard with a new-build home in the UK! Or did? In Germany you get a bathroom, tiles but no kitchen - even in a rented property!

I only wish it were like that here! I will be dealing mostly with renovation/redecorating which as you know involves a lot of preparation... and new-builds come all ready, tiled and painted. The only way to get in is to have a deal with the contractor. I don't want to go there, not quite ready for "factory" work.

Fantastic suggestions, Saul, thank you. I particularly like the "Maid for Tiling"!! I regret to say I may be a bit too old to call myself a maid though... but I do like the play on words. It is very difficult, this finding a name lark. I will have to concentrate on getting the whole package right to attract attention and retain it through my business cards, leaflet drops, etc. Without that I will have no customers to please!!!

Thank you all for your response, it has been a great help. I have decided to go with "Tiled and Tested" and am now working on my paperwork, etc. Moriarty thank you particularly for the chats/info/support. All the best for the future

You tooooooo!!!! Have fun, get those clients happy and referrals will happen.