Know-How Exchange : Taglines/Names

Aljosa - three things you need to consider:

1. What will appeal to the people in your target market? If they like a particular kind of food, focus on that. If they want superb service, focus on that. If they want a young, modern and innovative approach, focus on that

2. Is there any reason why other firms in your market don't do good business? If so, you must tackle that with your USP and name if you can. For example, in the UK, food and service is not too good, so we would get around that by using a French name, eg: 'Cordon Bleu Rapide'

3. What prices are others charging? You will have to produce a price list. Do not make the common mistake of undercutting your rivals, unless you adopt that as your USP, which can be dangerous as it erodes profits. Get 1 and 2 right and you can charge more than them.

Peter Hobday

In China, the names of the successful restaurants are negative: 'House of the poor flower' etc. That works very well.

In London, we use French names. Failing that, any foreign name is better than an English one.

In Croatia, you must chose a name that follows an already successful path. That is the safest option.

We would not know what that would be unless we were there in Croatia and had picked up on those things. If your prospects don't like it, you either have to decide you know better, or follow their advice.

Know How catering does not relate to food particularly. It could be a plumbing or electricity company. That could be OK. But if it were me, I would chose a name that fit in with the idea of good food there in Croatia. I have been to Zagreb and enjoyed my time there. How about choosing a national dish and calling your new company something like Cevapcici Tradicionalni?

Peter Hobday

Aljosa - your friends have not done enough to give up just yet! Do they want to make money? Or just be different?? Losing money is not being very different.. Everyone can do that.

Making money is different and very difficult.

The way forward is to run a marketing test. This is the way professionals approach this kind of job.

Print some leaflets on an A4 sheet with three alternative names and details of the innovative food and superb service you offer (but give no prices).

Send the leaflets to your prospects. See what comes back and that will give you the answer to your question about the name.

Try something like Novo Kuhinja or whatever the correct Croatian is for new cuisine. Also try Know How catering and think of one other name. Get some people to mix them up and put them in through the doors of around 50 to 100 companies. Don't forget to offer a price list and give your address. Then wait for the answers...

That is all you need to do.

Peter Hobday