Know-How Exchange : Taglines/Names

What's the marketing plan for your project? Who is likely to purchase from you? Why? How will these handbags significantly differ from your competition? And since this is your project, why don't you share with us your naming/tagline thinking to-date for us to guide your efforts?

Maybe the business name and tagline is not the first thing you should write. I've heard it said that when one writes a business plan, the very last thing they should write is the executive summary. I would research the market and decide on a strategy and write up a plan, and then select a name which matches the plan, rather than working the other way around.

Jay and Telemoxie are giving you the right answer. Your marketing strategy can't be just a catchy name and an amazing tagline. In fact, those result from a sound marketing strategy that your target audience will find compelling. So that's where you have to start.

Define your target audience carefully, and keep it as narrow as you can. Be really specific, and shoot for a market you can really dominate. If that's just 100 people, go for that group. You can always expand later if/when you're successful. Having a specific narrow target will force you to focus on the specific needs of that audience, and that will ensure all your marketing materials and all your brand efforts are exactly right for that audience.

That's better than being not-quite-right for everybody, because if/when you fail (at trying to be just right for everybody) you have nowhere to go next. All you'll know is that it didn't work.

Be more specific about what you're offering and why first. The bag you describe is non-descript - 'rich' - what does this mean? 'stylish' - is that Parisian couture, Wall Street professional, Nigerian flower print, South American Salsa type stylish? What is there to know about handbags?

So when (the event) would this bag be most appropriate? What else is the woman wearing? What's her favourite perfume? is she married, professional, musical, classical, clubbing? What industry does she work in? What's her choice in clothes, her style of car? Where does she shop? How does the handbag fit with her needs, her wardrobe and the functions she attends? And then some practicalities, what's the material, the way it's made, the organisation of pockets, the mode of wearing. Where will you sell it and display it? Why would your bag be chosen over any other? Who would be your target competition? How do they sell, what messages do they use?

A little research will help you build the plan and get the project into focus. Once you have a crystal clear explicit view of what the market is and what positioning in that market you'd like to have, then the name and tagline will start to emerge. For instance see how the following are completely different targets

Zooky Celebration Creations - Bag a Fiesta
Sacs Montmartre - L'elegance au main
Sumka Tzarina Alexa - When perfection is not enough
TreeCanopy Bags - Caring to be natural