Meliors Simms

Sustainable Life Skills Coach-Learn to Mend



Something and Moss

Brand Name

Oh my goodness Faye, you are so right about how hard it is to come up with a brand name! I've done the exercises (I especially enjoy thinking about my ideal customer) so I was raring to go. But the first, most fab name I came up with -Maker and Moss-  already belongs to a stylish homewares store in the SanFrancisco. And since then I've been going in circles, brainstorming, analysing, consulting with a couple of friends, and checking URL availability.

My business is sharing diverse 'sustainable life skills' online. I brainstormed the brand personality as empowering, sustainable, handmade, beautiful, abundant, practical, encouraging, steady, colourful, relaxing, simple, inspiring and beautiful (whew!). Here's a snip from the Pintrest board I created for my brand personality.


I know I want a simple memorable name that sounds like a partnership (even though I'm a sole trader).  I would like to use Moss as part of the name because it represents life persisting uncultivated in damp dark neglected places, and its unshowy yet intricate and lush.  

So the short list of available, yet imperfect, names in no particular order:

  1. Needle and Moss
  2. Candle and Moss
  3. Habit and Moss
  4. Habit and Wild
  5. River and Stitch

I would love to hear what impressions and responses you have to these names without knowing anything else about my business. 

Ideal customers

I haven't yet made pintrest boards for them, but I've written a lot! Having these ideas in my mind as I work on my marketing plan has already made a huge difference. What a useful exercise. Thanks, Faye.

I want to attract people of all ages, genders and nationalities who have been recently prompted by an existential dread (climate change, political and economic instability etc) to take first or next steps away from mainstream consumerism in directions like the minimalism/simplicity/handmade/slow movements. They feel under-prepared for a less-consumerist life but they are turned off by the earnest ugliness of so much of the useful advice available online.  In their search for self-improvement they are seduced by beauty, clarity and good design (even when it is only superficially in line with the values they are adopting).  I want to seduce them into following me.

I have three archetypal customers I enjoy daydreaming about and who I look out for online:

Tom is  a 30 something single Chinese gay guy living in an apartment in Hong Kong, his work is programming for science research which has made him really aware about the realities of climate change happening now.  His income is high and he likes fine things: wine, leather, craft beer, the newest best phone, motorbikes. He plays video games more than he watches TV. He takes very good photos and posts them on instagram as a hobby.  His style is minimalist vintage industrial (hipster). He collects analogue machines and likes to tinker. He follows websites like Ikea hacks, New Scientist and does all his shopping online. He struggles with  feeling like an outsider in HK society, and with sticking to healthy habits. He worries about caring for his aging parents and growing old himself without a child to take care of him.

Helene is a 20 something  white  Dutch woman who is living with her boyfriend in a share house just outside of Paris. She loves travelling and learning new things on her travels. Recently she went to a permaculture and yoga intensive in  Bali and then WWOOFed on a permaculture farm in Malaysia for a couple weeks. She's attempting to establish her first garden in the yard of the share house. She has an arts degree but commutes by train to work as communications adviser for a government department concerned with refugees. Although she has a pretty good income she lives frugally so she can save for the next trip. She blogs about her travels and learning on Tumblr and follows all kind of gardening, arts and crafts and feminist blogs. Her style is ecclectic boho ethnic. She loves colourful eclectic textures especially Japanese fabrics and ceramics. She enjoys shopping at craft markets and online but otherwise hates shopping. She struggles with time management and learning from books.   She wonders if she wants to have children into a world of violence and political instability.

Tina is a 40 something married Black woman with a couple of kids living in a predominantly white suburb of St Louise.. She works part time as a community based nurse and her husband is a doctor so their income is high, although their student loans and mortgage are a burden.  When the kids were younger she was a SAHM and created a productive garden but now that she's working part time she's finding time and motivation more difficult. She keeps up with friends and family and news on Facebook, where she belongs to several bullet journal groups and black lives matter. Her style is shabby chic country vintage and she likes second hand stores and flea markets but not much other shopping. She's interested in simple living and is gradually trying to apply the kon mari method to organising the family home. She's very conscious of healthy eating because of her kid's allergies and tries to keep to a paleo/wholefoods/weston-price diet. She's worried about gun violence, Trump, natural and mandmade disasters, and health care for her aging parents. She's curious about prepping but put off by ugly photos and sentiments. She struggles with letting go of consumer comforts and with feeling untalented and uncreative. 


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