Know-How Exchange : Taglines/Names

There are a few things to note with the task you have given us: First, your brand name along with a great tagline, will express a unique and compelling benefit for your target audience, a point I will ask you address shortly. Often the challenge to find the right name for a business is to clearly define a specific target audience and the benefit that you provide that they will find most compelling in a persuasive way and are therefore naturally drawn to you for help. In effect, you have to understand the audience at a deep level: their values, habits, practices, attitudes, awareness, behaviors, unmet needs, perceptions, even for example, how they make their purchase decisions.

Within that context, you need to provide us with a bit more information. Who do you see as your primary source of patients: Baby Boomers, Millennials, Gen Z, males, females? Will you be restricted in your general promotion and advertising activities to your city or community by your professional association?
If so, will you have to get approval from your professional association for your public business name?
If not, what will be the nature of your promotion and advertising activities to let people know that you have started a professional psychological counseling service? Print (newspapers, magazines), radio advertising, social media (which ones), television, etc?

Will you have any direct competition from persons similarly qualified to you? If so, why should patients come to you for help rather than your competitors? What in your opinion will make you different from your competitors? Will you get indirect competition from traditional medical General Practitioners, hospitals and even traditional Ayurvedic practitioners?

That raises the point as to whether you will provide a dual service helping those people who prefer western medical concepts as well as those who are more comfortable with traditional medical concepts. I know there is an argument that psychology is not directly a medical issue but many people in the community will not draw such straws and simply regard what you do as treating a medical condition. The distinction is fine, but it exists.

If what you’re planning to offer is in its infancy, then you clearly need to educate your target audience about why they should trust your approach to solving their problems. Who is your ideal client? What issues do they have that your training is best applied to effectively? Why not consider a name based on the region you serve and add the words “Counseling Center” to help your marketing efforts?