Know-How Exchange : Taglines/Names

Your name and tagline together need to communicate some unique and important benefit for your target audience, right?

So let's start with a clear definition of your target audience. Where do they live? How do they select an HVAC sales and service company? What are the main considerations? How often do they go through the process? (Are they mostly loyal or mostly switchers?) What else do you know about those folks? What are their attitudes toward HVAC companies in general?

Next, what's the company name? Where is it located? What geographic area does it serve?

Then what unique and important benefit do you provide that sets you apart from your competitors? Don't worry about the fact that you're an old company or that the company is family owned. Your customers probably don't care or decide on an HVAC company based on age or ownership. They buy benefits. So why do your [current] customers choose you? Why do some choose your competitors?

Have you ever used a tagline before? What was it? Why would/did you change it? Is it no longer accurate or effective? Does it make you sound old-fashioned?

Finally, how will you know when the right tagline shows up? What criteria will you use to evaluate our suggestions and pick a winner? If you can tell us that, there's a much better chance we can deliver for you on the first try.

If you can give us this kind of information, we can definitely come up with a great tagline for the business.