What does your company do?
We are an online retail shop dedicated to providing one, convenient place to find a wide variety of natural and organic hair and skin care products. We are already in business, operating as Strands & Company. However, there are other hair-related businesses with the same or very similar names and we want to pro-actively re-brand our business to avoid any potential for future conflicts.
Additionally, we have changed our business focus a bit as we learn more about the market and our customers, and would like the new name to reflect that. Originally we were focused on natural products for textured/curly hair customers. Our primary offering was/is hair care products but we also have skin lotions/soaps/balms. That's why we felt Strands (hair) & Company (other stuff) was a good name fit. However, there was 'awkwardness' in the fact that our hair products were for a particular customer hair type but the skin products are for everyone. So we opened our target some and it is now not only textured hair customers. We want to offer natural and organic hair products for all hair types (and we currently do actually). Lastly, we will continue to increase the full breadth of products we offer, so the balance of hair care to skin care products will continue to even out over time.
We are currently an online-only store and are likely to stay that way but we've given thought to the idea that one day we could open a physical location. Not sure if that makes a difference in the naming but figured I'd share that tidbit.
Do you require that a .COM or other URL be available for the new name?
We want a name where the .com version is available for us to purchase.
What is your industry?
Describe your customers
Our customer focus is currently women. We try to target women over 30 due to the potential for more financial stability and access to spending. While our products aren't high-end priced, some of them are more than what you'd pay for regular shampoo at Target.
We have a grown a social media following of primarily African-American women who don't chemically-relax their hair and are looking for more natural ingredients in their products. We also want to target customers who are, in general, interested in natural and organic ingredient personal care/beauty products, regardless of race.
Our future growth opportunities are natural and organic personal care products tailored for men and small children/babies, as well as natural and organic make-up products. So the name must have flexibility to grow with us.
What 3 things do you want your company name to communicate to your customers?
Happy, Healthy / Good for you, Self-esteem / Feel good about yourself
List the names of your top three competitors
I realize this is more than three, but top-of-mind competitors are:
Target retail stores - starting to carry some truly natural/organic brands
Sally's Beauty Supply
Sephora (not as much current competitor as will be when we have make-up)
Ulta (not as much current competitor as will be when we have make-up)
Style and Concept
What character, tenor, or spirit do you wish to convey?
Fresh, Happy, Healthy, Fun
Are there any words or phrases you especially like or hate?
Words such as "natural" "organic" "green" "nature," etc. are starting to get a bad rap/stink eye because they are overused and sometimes abused by the industry (due to lack of regulation around natural products). I don't hate these words but if you can steer clear of them, it will hopefully result in a name more unique and lasting for our business.
There is also confusion for our textured/curly hair customers around the use of the word "natural." In the African-American community, women are increasingly wearing their hair in its "natural" state - meaning no chemical-relaxers to make it straight. This does not necessarily mean they are only using "natural" products - meaning made of ingredients from the earth.
Someone could have "natural" hair, but not be using "natural" products. And then there are those who are what I call, "naturals seeking nature" - folks who wear their hair natural and also desire natural and organic products. So the word "natural" has baggage and confusion with it in the personal care/beauty space right now. We'd do well to avoid it altogether.
Do you have other info you want to share?
You can check out our current store at www.strandsandco.com. We will be updating our logo (obviously) and color scheme as we work through this re-branding but we wanted to start with the name first and let things trickle out from there. We currently receive a lot of positive feedback about the calming, warm tone and vibe of our site. As noted above, I'm looking towards a fresh/happy/healthy vibe for the new look/feel but I thought the information of knowing what shop visitors are currently responding to might be helpful.
The new name can be a made-up word/name or it can be descriptive - we're open to both. What we need is a name that is low on conflict with other business names and that will help position our business as a trusted source for natural/organic products (real ones). Our intent is to trademark it so it would be helpful if you know your name idea is not in the USPTO TESS database or isn't the name of another business easily found on Google.
I like the idea that our shop feels tailored, boutique-y, small. While we may carry a wide variety of brands over time, we want the vibe to feel easy, convenient, catered to what you're looking for - even as we get bigger. Perhaps something about the name could reflect this vibe as well.
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