I wrote about this (and how it came up) on my personal blog but I felt it was perhaps also appropriate to share it with the business crowd on this blog. A long time ago Karl wrote a post, that I can’t find, about the importance of having a meaningful business name. It basically said that it should portray a confident, professional image.

You do have to be careful, there is such a thing as an “overly confident” professional. Usually referred to as “that stuck up jerk” by the competitors, partners and clients. This weeks winner of that award comes from my home town of Orlando, with the following byline:

“Perfection… at its best.”

Aside from being arrogant, what else is wrong with this tagline? Does it tell you what the company does? Does it offer anything to identify this perfection? (awards, certifications, memberships, presence, size) Does it identify the market? Does it do anything that would make me pick up the phone and call them for my handyman needs?

In fact, it does exactly the opposite. Look at the ad. What does it, along with its byline, tell you about this business?

To me it almost sounds like a satirical self-deprecating insult. “I am so perfect that I didn’t need to go to college and all I could become is a generalist without any particular skill, training or certification.”

Remember, brave taglines require evident backup. If its not visible/apparent immediately, you’re better off not using them at all.

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