Know-How Exchange : Taglines/Names

1. Rationale: I previously owned a store about 400 miles from here that sold the same genre of products and the same combination and it was very successful. With that store I focused on the lingerie mostly. I had very little marketing, with a diffrent name.


2. Focus: Now I live in a much more conservative area and will be focusing on bath & body products.

Note: The store is broke up into 2 areas one for bath products & the other for Lingerie. There is a wall separating the two with a 10 foot walk space between them. The paint on the walls is the same colors, the bath area is just painted walls, while the lingerie area has a two tone diagonal theme.

3. All the bath & body products are made with strictly all natural ingredients while some are locally made we will offer products native to Hawaii, and other areas.

4. I have no competition. There are a few natural food stores here, that may have an end cap for all natural lipbalm. As far as lingerie we have a super walmart, stage, and beals all big box stores.
The interest for my store is very high. I'm about to open within 2 weeks and I've already got orders.

I have done market research with a small business development center & have been given the green light.

I agree with Michael - the name's gonna get in your way. But if the name is set, then consider something like: Enhance Your Natural Beauty -or- Lingerie & Natural Beauty Products

Thank you! Yeah with the name it started out because of family, then as we continued to build the business and do the surveys we were pleased to find that the name, although does not portray feminine products, it was catchy, unique and easy to recall. (Kinda like an oxymoron) The colors, logo, the advertising and the store location all play into the truly sensual feel of the store. (Although we do expect some to call or come expecting a shuttle service :).

I think I forgot to mention, the logo contains the name and the words (bath & body etc.)

What about:

Discover Your Softer Side

Consider how much more powerful the logo and communication would be if the name were benefit oriented and the tagline could extend it to an emotional payoff for your target audience.

Using the logo design as an excuse to keep a sub-optimal name is really letting the tail wag the dog.

And using criteria like "catchy, unique and easy to recall" would seem to miss the mark compared to a name that is benefit-oriented and highly relevant for the target audience.

The more I think about it the more I agree. But the llc, contracts, ein#, the wholesale contact and every aspect of the store is already in the name of Mr. cabs. I won't change it.

There are plenty of stores that the name does not match or are not complimentary to the product:

Nike, "just do it". (Before the brand was known for shoes, active wear and sports the word "Nike" did not hint to foot wear, it was a goddess who personified victory, that is if in the 190s the general public knew Greek mythology But thier first tag line "let's do it" didn't say anything about footwear but it brought to mind images of work, being active, getting the job finished, working together.

You don't have to change all the legal stuff. Just create and register a "fictitious name" (d/b/a) and use that for your business. You can keep MrCabs as the legal entity, since that is the llc.

Names like Nike only became meaningful and iconic after the owner spent millions of dollars to advertise it and connect it to the products and the slogan. If you have that kind of money, go for it. Otherwise you'd be well advised to change the name while you can still do so without confusing customers.

Hi Everyone,

I am closing this question since there hasn't been much recent activity.

Thanks for participating!

Shelley
MarketingProfs