Know-How Exchange : Taglines/Names

Let's start with some basics, Mike675. Who is your primary target audience? Where? Are they your current customers, or new ones? Are they patrons of another fitness center, or do you have to convince them that going to a fitness center is a good thing to do?

What is it about your facility that would entice someone to go there instead of to another facility that offers similar equipment and services? In short, what important and unique benefit do you deliver for your primary target audience? How are you different from, and better than, your competition?

Too often we focus on what WE know how to do and what WE want to do, when we should be focused on what our target audience (i.e., prospective customers) wants and how they make a purchase decision. Don't fall into that trap.

Do you have a marketing plan? How are people going to hear about you? That should probably come before a name and logo design. Your brand will be more about what's in people's minds than what's on your signage or in your logo, so focus on the unique benefit you're going to deliver before you get into naming and logo design.