{"id":73369,"date":"2023-03-17T11:19:32","date_gmt":"2023-03-17T11:19:32","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=73369"},"modified":"2023-11-14T14:27:04","modified_gmt":"2023-11-14T14:27:04","slug":"choosing-brand-names-and-taglines","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/entrepreneurs\/choosing-brand-names-and-taglines\/","title":{"rendered":"Choosing a brand name and tagline for a start-up business"},"content":{"rendered":"
<\/div>

An exciting part of launching any business is establishing the tone of voice and personality of the brand. Having gone a way down the track, our experienced entrepreneurs have had time to refine that personality, put it to use in different ways and to test the limits of its identity.<\/span><\/p>\n

We caught up with Lorna Minter, Matt Davis and Christine Wyatt to relive those journeys and talk through the reasons behind their decisions when it came to their brand name and tagline.<\/span><\/p>\n

Make a name for yourself<\/b><\/h2>\n

Your name is often your first branding decision, and the first impression you make on your audience. It\u2019s a challenge to sum up your product, service and ethos in a simple, snappy handle. Our three businesses have taken different routes to arrive at their brand names, from precise, to personal, to practical.<\/span><\/p>\n

Cookies & Cones<\/b><\/h3>\n

Our most \u201con the nose\u201d example is certainly Cookies & Cones. The name leaves you in no doubt about what\u2019s in store. It\u2019s a great example of low-context language which we cover in our <\/span>blog about slogans<\/span><\/a>. However, as time has gone on, Matt has found the name has become too narrow an expression of their offering:<\/span><\/p>\n

To be brutally honest, our name is probably not the best idea we ever had. It can be quite restricting, especially when we\u2019re trying to sell people coffee and in the winter when people don\u2019t necessarily want to have ice cream.<\/span><\/i><\/p>\n

\"\"<\/a><\/span><\/i>
\n<\/span><\/i>However, as time passes and awareness grows, brands can become more than the sum of their parts. The name Cookies and Cones is already a signifier of more than just cookies and ice cream.<\/span><\/p>\n

Latham Street<\/b><\/h3>\n

Conversely, <\/span>Latham Street<\/span><\/a> is an example of high-context language. You really need to know a bit of backstory to appreciate the name. Latham Street gets its name from the Street in Preston where founder Lorna Minter lived as a student.\u00a0<\/span><\/p>\n

The house on Latham Street became a hub for fellow aficionados of the flourishing rave scene. It was the memories of that time that inspired the central offering of Lorna\u2019s current business: clothing that gives a nod to the dance culture of the 90s, Y2K and onwards.\u00a0<\/span><\/p>\n

\"\"<\/a><\/p>\n

The name is successful despite the need for context because it\u2019s unique, it inspires curiosity and it\u2019s personal and meaningful to Lorna.<\/span><\/p>\n

Create 98<\/b><\/h3>\n

Create 98<\/span><\/a>\u2019s approach to branding is a little different in that everything stems from the location itself. Christine bought 98 The Broadway Leigh-on-Sea with a view to starting this art\u00a0 business and aspects of the existing property – the 98 from the address, the exposed brick wall – have all been folded into the brand. Ultimately, Create 98 is a brand that has coalesced around the bricks and mortar where the magic happens.<\/span><\/p>\n

\"\"<\/a><\/p>\n

It was also important to Christine that the name summed up activity and creativity. Originally, she had intended to name the business \u201cMake 98\u201d, but having discovered that another local business was using a similar name. Being forced back to the drawing board turned out to be a blessing, as \u201cCreate 98\u201d with its internal rhyme is a perfectly catchy brand name that also reminds you where to find it.<\/span><\/p>\n

Coming up with a tagline<\/b><\/h2>\n

Businesses often employ a short line to sum up what they have to offer. Our blog about slogans and taglines<\/span><\/a> offers some advice on what makes a great line, along with examples of brands that has used different approaches to come up with something memorable. The approaches of our three businesses are quite different, but each one is successful in achieving their individual goals.<\/p>\n

\u201cReused. Remade. Reloved.\u201d\u00a0<\/b><\/h3>\n

Latham Street\u2019s tagline \u201cReused, remade, reloved\u201d truly has it all. Firstly, it’s factual. The business does indeed reuse textiles, which it remakes into new garments, ready to be loved once again by a new owner. It’s the word \u201creloved\u201d that\u2019s the clincher though. You won\u2019t find it in the dictionary, but we know exactly what it means in this context. <\/span><\/p>\n

\"\"<\/a><\/p>\n

Latham Street\u2019s pieces are made to be cherished and valued for their uniqueness \u2013 the antithesis of disposable fast fashion. The catchy assonance that links the three words is the icing on the cake.<\/span><\/p>\n

\u00a0\u201cLive life more creatively\u201d<\/b><\/h3>\n

On the face of it, Create 98\u2019s tagline prompts its audience to consider incorporating creativity into their routine. The reason this line resonates more deeply, though, is the suggestion that cultivating a creative outlet can also have the power to permeate, enhance and lend meaning to every aspect of our lives. Christine told us:<\/span><\/p>\n

When we were explaining our brand aspirations to our design guys, we said \u201cwe want to excite people to live their lives more creatively\u201d, so, from that, \u201clive life more creatively\u201d became our strapline. We\u2019ve got it on the wall, we\u2019ve got it on the mission statement you read as you go down the stairs and we always start our newsletters with that message.<\/span><\/i>\"\"<\/a><\/p>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

<\/h3>\n

Various, including \u201cThe coolest place in town\u201d<\/b><\/h3>\n

Cookies and Cones has no official tagline, preferring to switch it up, using various slogans across its different channels. In reference to its outlets, the phrase \u201cthe coolest place in town\u201d appears on the <\/span>Cookies and Cones website<\/span><\/a>, letting us know what a hip joint Cookies and Cones is, while hinting at the frozen treats that await. Their delivery vans are emblazoned with \u201cHere it crumbs!\u201d because who doesn\u2019t love a pun?\u00a0<\/span><\/p>\n

\"\"<\/a><\/p>\n

At other times the company has used \u201cIt\u2019s cookie time all the time.\u201d When we asked Matt Davis whether he felt that he would settle on a tagline, he told us:<\/span>
\n<\/span>
\n<\/span>I think it will always be a moving idea, to avoid being too restrictive while we\u2019re growing.<\/span><\/i><\/p>\n

Putting imagery to the words<\/strong><\/h2>\n

With a name and a tagline in place, brands need a visual identity to present to the world. In our next instalment of \u201cGrow with the Pro\u2019s\u201d we\u2019ll be looking at how the logos and brand colours of the three businesses came together.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

An exciting part of launching any business is establishing the tone of voice and personality of the brand. Having gone a way down the track, our experienced entrepreneurs have had time to refine that personality, put it to use in different ways and to test the limits of its identity. We caught up with Lorna […]<\/p>\n","protected":false},"author":134,"featured_media":73565,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[955],"tags":[],"class_list":{"0":"post-73369","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entrepreneurs"},"acf":[],"yoast_head":"\nChoosing A Brand Name & Tagline For A Start-up Business - Solopress UK<\/title>\n<meta name=\"description\" content=\"This blog looks at the origins of the brand names and taglines used by three businesses to help start-ups with the process.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/entrepreneurs\/choosing-brand-names-and-taglines\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Choosing A Brand Name & Tagline For A Start-up Business - 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