Know-How Exchange : Student Questions

What was the thinking behind "VEGAN EAT?"
What will make your new brand dramatically better/different from the competition?

What benefit are vegan shoppers going to find most appealing? Does your brand provide that benefit? If so, feature the benefit in your tagline. "Vegan Eat" doesn't sound particularly distinctive or compelling.

You have a college assignment ...

This means you doing the work.

This means YOU. DOING. THE. WORK.

It means you stepping up and applying brainpower to the problem.

What does VEGAN EAT make, create, or offer?

What does VEGAN EAT do in terms of solving a problem?

Are these ready-made meals? Are you simply promoting veganism? Is this for a restaurant, food truck, or some other eatery?

Who will your brand appeal to? Why will it appeal? What activities or beliefs will your brand stimulate or change?

Think about all of this before you think about a tagline because, at the moment, you have nothing to tag anything to.

Please answer as many of the previous questions as you can, otherwise you will have to use something like this:
VEGAN EAT
"Food that Vegans can eat!"

I think you have your process for brand identity (and positioning) backwards.

First, dive deep into researching competitor brands. Look at the keyword phrases they use for <title> and "description" under page source. Look at the body copy for hints about the "name" of the segment from the target audiences point of view. The keyword search phrase you used to returned competitors could also be the segment name (which is a generic name common to all competitors in the segment)

Now be creative. What are the competitors missing. It could be a major new to the segment benefit, a different target audience, a different use for the product etc.

After you have selected the tagline that represents your best opportunity to break through the clutter, then and only then, address creating your brand name. The brand name you choose should amplify and clarify your total brand for it's target. When viewers see the brand name with the tagline, they should think " oh, I understand how they fit together".

Good luck