Question

Topic: Branding

Branding And Name For New Art/paint Business.

Posted by delyn.ellis on 12/28/2015 at 12:42 PM ET 250 Points
Hello:

First, thank you for taking time to help me. This is all very new to me.

I am transitioning from a professional, secular job to becoming a Bob Ross Certified Instructor.

I would like to create a new name and a brand for my business. I envision a successful art/paint business where I will be teaching the Bob Ross paint technique to students, adults, Veterans, disabled, and perhaps seniors.

There are several paint businesses in my area; Virginia Paint Party and Paint Nite Roanoke. I would like to be able to set myself apart from the pack with a different brand/name.

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RESPONSES

  • Posted by mgoodman on 12/28/2015 at 6:18 PM Accepted
    A Positioning Statement comes first. What unique and compelling benefit will your target audience realize when they come to you? What's in it for them? And who exactly are the folks in your target audience?

    A brand is more than a name. It's the collective perception your target audience has of your business. What will THEY say are the key reasons they chose you (over other alternatives)? Once we know that desired benefit, we'll be able to come up with a Positioning Statement and a brand name.

    Note: If you haven't conducted information interviews with a dozen people in your target audience, you need to do that BEFORE you try to develop a sound Positioning Statement. You will be amazed at how helpful those interviews will be.
  • Posted by Jay Hamilton-Roth on 12/28/2015 at 6:48 PM Accepted
    Why not simply use your name, with the tagline "A Bob Ross Certified [Painting] Instructor"? If what differentiates you is the method, then highlight it.
  • Posted by delyn.ellis on 12/28/2015 at 6:53 PM Author
    I had thought of that Jay. I've been jotting down random words all day. I like your idea.
  • Posted by delyn.ellis on 1/2/2016 at 2:15 PM Author
    mgoodman, what sort of questions should I ask ? I envision using paint classes / art therapy with Veterans, seniors, really anyone in a stressed life to find a measure of peace and an outlet to find a better more fulfilling existence. A way to release everyday pressures.
  • Posted by Mike Steffes on 1/4/2016 at 7:55 AM Accepted
    Is the Bob Ross certification an understandable benefit to your potential customers? Or is it more a feature, like, say, padded seats? If it can get people excited about your classes, then it's a benefit. I'm trying to say, be sure not to waste your tagline on features. If it's the benefits of peace, serenity, fulfillment, etc. that your customers (deep down) are actually seeking, then that is what you need to offer them.
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