The BestFriend brand stands for total customer satisfaction, and is open arms and encouraging as a real best friend would be.
The service is an insider's guide to moving into NYC for first time residents (phase 1); then in phase 2 were hoping to provide ongoing offers (deals from the likes of Zip Car, Fresh Direct). Once we hit critical mass we're also hoping to create a forum for residents of each discrete Manhattan neighborhood, a channel where locals can find recommended dog walkers, dry cleaners, and restaurants, for example, zip code by zip code. We also wish to eventually offer a channel for moving from being a renter to an owner.
The only element I am certain about thus far is phase one, which is okay. The brand image is most important there anyway. We want to occupy our customers (our friends) minds as the place to go for "honest advice with personality." The copy, which began as an actual book I have written is not corporate, but full of humor shaped by nine years as an NYC resident.
And it needs a logo.
The full name is "BestFriend NY."