Question

Topic: Taglines/Names

Name Of New Etiquette Consulting Co.

Posted by Anonymous on 3/14/2017 at 4:04 PM ET 250 Points
We need help brainstorming a name for a new etiquette consulting, coaching and training company.

Here is the vision, mission and values of the company:

Tagline: A Global Business Protocol and Social Etiquette Initiative

Vision:
To empower people globally to master the essence of etiquette as a way of life.

Values:
Leadership
Diversity
Courage
Respect

Mission:
Our mission is to provide training, coaching and consulting services that promote the practice of etiquette; a code of living that improves human interactions through courtesy, civility and respect.

——-

The challenge: Etiquette is seen as boring, stuffy and only for certain situations. Other words that relate to etiquette, such as protocols have limitations (i.e. protocol is often related to medical protocol and the term manners is too limiting/trite.)

We need to convey that etiquette is much more than holding a fork correctly. It's a way of life. It's being able to have the charisma, presence and ability to handle any situation. It's being a leader. We don't want anything cheeky like "charm school" or "manners and morays". It needs to be modern, professional and intriguing (without being mysterious) and to overcome perceptions of elitism or class.

Our target market is service based B2B organizations.
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RESPONSES

  • Posted by mgoodman on 3/14/2017 at 4:19 PM Moderator
    It would really help if you can give us:

    1. More information about your target audience -- Who are they? Where are they? What problem are they having that you can address? What do they really want/need? What words do THEY use when they discuss their need? What itch do they have that needs scratching?

    2. A clear statement of the unique and compelling benefit your clients can expect -- Not just what you want to *DO* but how your clients will feel and how their lives will be better when you do it. Why should THEY want what you're selling? What's the core benefit of good etiquette? Why should it be important for your target audience?
  • Posted by telemoxie on 3/16/2017 at 9:40 AM Member
    I personally think is foolish to pay yourself into a corner with an overly descriptive business name, especially if people don't immediately see the value of what you are selling.

    Picture this: you are snowed in at an airport. You are sitting next to a fellow, and having a great conversation about the need for training. It turns out that the fellow you are talking to is the CEO of a major corporation, and is excited about working with you. He wants training on this, that, and the other thing. He asks for your business card. You now have to explain why your company name doesn't really describe what you do.

    As a new business, you'll be chasing dollars. I believe your revenue in the first year will depend much more upon the types of opportunities you find them close rather than the ones you imagine before beginning.

    You can talk about etiquette training as a tagline, or a division, or an offering, or a specialization, but don't go to all the time and expense and trouble of making it your business name. I would rather Incorporate my business Using a series of random numbers and letters For my official corporate name and then sell using a DBA rather than limiting myself to services most people do not see the need for.
  • Posted by telemoxie on 3/16/2017 at 9:43 AM Member
    Sorry, I meant to say, "paint myself into a corner."
  • Posted by Jay Hamilton-Roth on 3/16/2017 at 7:48 PM Member
    May I Help You?
    May I Be Of Service?
    May I?
  • Posted by Shelley Ryan on 3/22/2017 at 10:33 AM Moderator
    Hi, everyone!

    Katherine wants to thank all of you for responding. She didn't get the answers she was hoping for, however, so I'm closing this question and refunding her points.

    Shelley
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