Question

Topic: Taglines/Names

I Need A Tagline For My New College Consulting Biz

Posted by carolyn on 10/2/2014 at 3:47 PM ET 250 Points
The name of my company is Geldermann College Consulting. I need a tagline to go with it! I would like to use "Guiding you/students...." or "Helping you/students.." Since the name of my company is strong (German, corporate-sounding), I would like the tagline to have a softer personal feel (I am an empathetic but highly professional female and mom).
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RESPONSES

  • Posted by Gary Bloomer on 10/2/2014 at 7:06 PM Accepted
    What will you guide students to, or help them with?
  • Posted by mgoodman on 10/2/2014 at 8:41 PM Accepted
    A few comments:

    1. Unless you are well known in your area (by your name), I don't think I'd use the Geldermann name. It doesn't do as much for the total communication as a direct claim or geographic reference would, and it's hard for someone (other than you) to remember.

    2. "Help" is a weak word. It suggests you don't have confidence in your own contribution, and all you want to do is "help" someone, not take responsibility for delivering what they need.

    3. What is your benefit promise? Why should someone hire you? What are their alternatives, and how/why are you different and better? What are your credentials? Why should a client believe you can deliver what you promise? (If your name is the only real point of difference, you have a real positioning problem.)

    4. Who is your primary target audience? Students? Parents? Guidance counselors? Where?


    A tagline, as you know, isn't just a cute collection of amusing or entertaining words. It's an important element for communicating your [benefit-oriented] positioning. Accordingly let's spend some time/effort getting the Positioning right before we begin crafting a tagline.
  • Posted by Deremiah *CPE on 10/2/2014 at 9:00 PM Accepted
    Heeey Carolyn,

    Glad you want to help students make better choices...here's what I've got sooo far:

    Your Inside Guide to College

    Your Inside Guide for College

    The Best Students Guide to College

    The Smart Choice for College Students

    The Best Students Inside Guide for College

    The Smart Students Inside Guide for College

    The Smart Students Guide to College

    The Smart Students Guide for College

    The Smart Guide for College Students



    (Now I'm not here to sale you on how important it is that your name has a powerful positioning factor to it and also a powerful Attraction factor to it...but positioning your name is just as important as your positioning your tagline. A company that is excellent at creating both of these is ( P & G )Proctor & Gamble. I'm sharing this with you sooo you can go and examine how successful they have been at leveraging this for the success of their many products. Now if I was going to develop a name for a college consulting business I would chose a name that would truly grasp the attention of Students right from their first interaction with the name of your business. At this point I won't share anymore because that's not why you posted this question today). Thanks for listening and KEEP SMILING!!!


    Is there anything else I can do to SERVE You Carolyn?

    Your Servant,

    Deremiah *CPE (Customer Passionate Executive)

    *Caring Promotes Exuberance

    PS
    REMEMBER... our only real problem in life is our failure to be "MORE Creative" than we’ve ever been. If you “Invent” your opportunity YOU WILL most definitely create your future.
  • Posted by carolyn on 10/3/2014 at 12:06 PM Author
    Gary,
    Excellent question! Sorry I was not more thorough! I provide comprehensive services to assist high school students and their families navigate the college admissions process. This includes:
    Self-­‐assessment
    Personality
    Inventory
    • Resume Building
    • Standardized testing advice and timeline development
    • Creating a college list with focus on the right fit
    • Application assistance
    • College visit preparation
    • Interview coaching
    • Essay brainstorming and editing assistance
  • Posted by carolyn on 10/3/2014 at 12:19 PM Author
    Dear mgoodman,
    Thank you for your response. As a marketing professional (this new college consulting business is a total career change that I have returned to school for), I have given great thought to the name of my company. I understand your reservation in using my name, but as you mention, I am well known in the communities I will be serving, so name recognition is key for my company name. I already have numerous clients, but clearly need to move forward with my website, logo, branding, etc. I am stumped with the tagline!

    All of your questions have been addressed in my accompanying marketing pieces as far as what I bring to the table. The target is an interesting point! My primary client is the student, and the secondary client is the parent....HOWEVER, the parent is the one selecting my services and paying for them. So my message/tagline must appeal to the parent!

    As far as my services, please see my above comment for the comprehensive list.

    I appreciate any tagline ideas!
    Many thanks,
    Carolyn
  • Posted by Jay Hamilton-Roth on 10/3/2014 at 3:38 PM Accepted
    Giving High School Seniors An Edge
    The Smarter Way To Find a (or the Right) School
  • Posted by mgoodman on 10/3/2014 at 6:04 PM Moderator
    So what's the BIG IDEA benefit promise? Isn't that what the tagline needs to communicate?
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