Know-How Exchange : Taglines/Names

What is it you want your tagline to convey?
Who specifically is likely to buy from you? Where are they located? Why?
"Creative Cookies" conveys that your cookies are somehow artistically different. How so?
Are your products baked in a commercial kitchen or out of your home?

Can you write down in a sentence or two what you'd like people to know about the cookies you sell?
Are the cookies almost always designed for special occasions?
Did you see a big need, local or not, for K-9 cookies?

Those answers may trigger a few more questions. But that's how to get a great tagline.

It sounds like you have two different consumer segments, and no real marketing strategies for either one. Let me suggest that you determine the desired positioning for each and let the marketing plans flow from those desired positionings. You will save yourself a lot of grief if you do it that way. (It may be too soon to be thinking about logos.)

Also make sure you know the rules/regulations for commercial kitchens in your market before you start trying to sell cookies.

What is it you want your tagline to convey?

That we are a very friendly, open and creative company that LOVES to work with customers on any level, whether it be a personal vision, something they've seen in a picture, or possibly a theme they are trying to flesh out for a special occasion.

I believe all other questions are answered below, if not, please feel free to let me know...

Ladies and Gentlemen,

Thank you all for your input, it's very useful. Perhaps a bit more about the business is in order. There are two distinct branches of the business for 2 very different markets.

1) Creative Cookies - human division

I currently work out of my home under a 20c permit allowing me to sell at Farmer's Markets, Craft Fairs and the like. I cannot sell directly out of my home, nor can I advertise direct sales. I can, however, advertise where I will be located selling cookies (venue, date, time, etc...). I am, at this point, looking into open-space commercial kitchen rentals, of which there are several options in my area. If and when that is in place, I will update my permit type. I am aware of all local laws and restrictions, which are many in my state.

At this juncture, let's say I pre-bake, decorate, package and sell at venues, but am looking to expand, so marketing structure is ongoing and long-term to include direct sales.

I have also partnered with a couple of local, small businesses where we include my cookies (a total of 3 in different varieties) as a "bonus" relating to a theme (i.e. wedding, baby shower, Easter, etc...). We do not charge for these cookies, but I do include a business card (which needs to be reprinted, hence the need for a logo and tagline at this point). All are appropriately labeled per my permit.

2) K9 Division

I have recently expanded to K9 cookies/treats because there was a need in the market here. I'm in the testing phase of recipes and it's going very well. I can bake these at home and do not need a permit through Agr & Farm, although there are some not-so-limiting compliances I must follow. All ingredients are listed and are safe for human consumption (although I've tasted them and wouldn't recommend them for humans...no sugar or salt...yum!).

I have also partnered with local pet rescues to promote this new line. They will receive samples for their "New Puppy/Doggie" bags and I will receive the advertising benefit. I'm working on putting together a formal packet to send to other rescues/shelters that I do not already have a personal relationship with (I do dog rescue so I have an "in" there). This packet will include information about the business (i.e. natural ingredients, organic line, no sugar, no salt, etc.) as well as the inspiration (rescue and placement of abandoned, neglected and unwanted dogs) for the products. It will also include photos of me and my Cane Corso, Vito.

I hope this helps with my request and I hope it has answered all, if not most, of your questions.

Warm regards,

Holly

Before you settle on a tagline, you might want to change your mindset a bit. You have provided a lot of information about you and your features (what permit you work under, how/where you can/can't sell, human and K9 cookies, etc.).

What you don't say at all is what the benefits are to the customers. Presumably excellent tasting cookies. But what does it mean that you are "creative"?

The bigger question (beyond even creative) is that you should answer why someone would want to buy your cookies over all the other cookies available on the market. Not always easy to do, but if you can define this, it will make your marketing so much easier. And likely the answer to that question would be useful in setting your tag line, as the tag line would help promote these benefits to customers.

Peter,

Since I cannot post pictures of my cookies here, it's a bit difficult to relay, "creative". I have unique designs and work with people to develop their visions of the perfect cookie for whatever the occasion. I do have a standard flavors, but will entertain others as long as they are reasonable (unreasonable: hibiscus/cucumber, etc...).

So, to answer your questions:

1. What does creative mean - uniquely designed and decorated cookies created to make a client's vision or theme come true and truly "POP" at any venue with "Oohs" and "Ahhs" and folks asking where the client got them.

2. My cookies stand apart in their design and taste...if you want store bought or store designed...find you get what you pay for. That may suffice for some, but not other. I'm looking for "the others". Clients who have a vision and are looking for someone to collaborate with clients to make an impression. Taste, texture, design and a "WOW" factor for a reasonable price.

Hoping this is the information you are looking for...

Holly