Question

Topic: Taglines/Names

Assitance With Business Name/tag

Posted by info on 3/25/2017 at 10:30 PM ET 250 Points
Hey everyone- Seems like a typical question so hopefully one I can get some good ideas from you all.

I am a commercial/advertising and architecture photographer primarily. I also create motion projects. Think <3 minute promo pieces or social media snips, not full feature stuff. (Not yet but don't want to close the door)

Additionally, I started the business under my name+Photography with the tag "Life in Images" but I have been in business for less than a year and will be moving from Boston to Cincinnati where I am opening a studio and will have employees down the road. The more I thought about branding my business under my name, which is personal and has advantages, if all goes well I want to be able to sell the business down the road and don't want the value of it to leave when the person who is the business leaves.

So onto my question. Considering I do photography and video I was going to have Photographer and Cinematographer in the description but do not have a clear tag yet.

As for the business name I own the following domains using "Wirehaired" (after my dog and my grey hair)

Wirehaired Creative
Wirehaired Film
Wirehaired Productions
Wirehaired Studios
Wirehaired Visual

I thought I could use one of the above and then use two of the others as sub-domains that are part of the whole but could be specific to still or motion.

Well that's about it- hope it provides enough the think about- Appreciate any feedback you would like to provide

This leads me to the business name question.

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RESPONSES

  • Posted on 3/26/2017 at 3:03 PM Accepted
    This boils down to what you want the name and tagline to communicate to your primary target audience. "Wirehaired" isn't so terrible, I guess, but it takes the place of something that might communicate who you are, what you do and what benefit your clients can expect. In a sense, "Wirehaired" is a throw-away word.

    So let's go back to basics: Who exactly is your primary target audience? How do they select a photographer? What's important to them? What are their most important criteria when selecting a photographer? What do you offer them that might set you apart from other photographers (who are already established in the community)? What are their greatest unmet needs?

    You might consider a series of informational interviews with folks in your target audience. Ask them a few high-gain questions and then listen carefully to their responses. Take detailed notes, paying special attention to the words they use. Don't try to sell them anything. Just ask your questions and listen/take notes.

    After you've completed a dozen of these interviews, step back and review your notes. The name and tagline will become obvious to you. (If they don't, send me the notes and I'll uncover the name and tagline for you.) I've done this dozens (maybe even hundreds) of times for clients, and it always works.


    BTW, enjoy Cincinnati. I lived there for 6-7 years (Procter & Gamble and Xavier University) and still have fond memories. Give the Queen City my regards.
  • Posted by info on 3/26/2017 at 3:21 PM Author
    mgoodman,

    Thank you for the thorough reply. I agree with your observation and understand that until I am established out there, Wirehaired is a throwaway.

    Interesting thought about the interviews. I think it's a great idea. I was actually going to do something similar but on a different scale. I was going to send out a market survey/needs questionnaire to potential clients. In it I would introduce myself (first touch point) and explain who I am, my business, and would like to reach out to the local market to gauge their needs, what they feel like they get and what they may not, etc. Include a $5.00 Starbucks card as a way to say thank you and use that information to help start building out a strategy.

    Primarily I will be working in the advertising/commercial space. The architecture is just another source of revenue. The motion would likely site with the ad/com business.

    Thanks for the offer to take another look once I've complied this. I will take you up on it when the time comes. by the way, my wife works for P&G which is why we are going out there. She's in MS&P right now at Gillette and came from the Target team selling shave in MPLS. You may know some of the same people depending on when you left.

    Thanks again- Mark
  • Posted by Shelley Ryan on 4/10/2017 at 5:59 PM Moderator
    Hi Everyone,

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

    Thanks for participating!

    Shelley
    MarketingProfs
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