Do What Works

"Can you hear me now?"

You'd be hard pressed to find someone in the US who doesn't know the company behind that question.

So why do big companies, like Verizon, hammer us with the same message over and over? Because it works. And it can work for your company too. But it takes time and repetition to get your message out and heard by your target market.

Most small business owners will try something once then give up. They expect customers to come pounding down the door to their business after just one message.

It won't happen.

How do you help your customers hear your message? Think long term. Before taking the first step to getting the word out about your product or service, determine the time frame.

Consider at least a six-month time frame for executing your actions to deliver your message. Then identify the steps you will take -- identify how, who, what and when. Spread those steps out so you are taking action at least once a week. Remember that consistency in delivering your message is key.

Place the steps on your calendar (a wall calendar that you see every day is great for this) and execute them based on your plan.

About the Author

Denise O'Berry frequently speaks to professional organizations, is the author of three booklets, and several "how-to" manuals. She writes a weekly small business column, hosts an online small business owners forum and is called upon regularly by publications such as Entrepreneur, Bank Rate Small Business, Florida Trend, Inc., various newspapers, radio and television to provide expert comments on small business issues.

In The News:

The Former CEO of Ogilvy & Mather on Personal Branding
Shelly Lazarus has been building brands at Ogilvy & Mather for more than 40 years. When she joined the agency in 1971, she was one of few women in the advertising field. Twenty-six years later, having steered successful branding efforts for clients ...

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City embarks on branding campaign
Progress Index
City officials selected Richmond based Johnson Inc. to develop a branding initiative that will appeal to the hearts and minds of residents, tourists and outsiders, by acknowledging and celebrating the city's rich history, both past and present. Johnson ...

Small-business Q&A: Branding can help build solid customer base
To learn more about branding and other marketing matters for your small business, contact SCORE Houston by visiting SCORE volunteers provide free, confidential business mentoring and free or low-cost training workshops to ...

UpTo sets up shop in Millvale, adds personal branding services
Pittsburgh Business Times (blog)
"If corporations are people and companies create brands, why don't people need brands," co-founder Eric Sloss said. UpTo Know Good offers services such as social media audits, personal logos and resume redesign, among other services. UpTo is working ...

Branding gone wrong: When bad logos strike back
Vacation rental service Airbnb unveiled a new logo last week that generated a wave of criticism for its design. Some likened it to a triangular paperclip or, even more crudely, to certain female anatomy. But the company still stands by the logo, which ...


Concha: Palin Wise to Join Political Media Stars in Self-Branding Biz
On the political media side, Huffington and (later) Beck also saw the value of personal branding and haven't looked back. Ms. Huffington launched The Huffington Post in 2005 and it's currently the #1-ranked political site on the web (according to this ...

Quantity versus quality: the employer branding challenge
Human Capital Magazine Online
Branding for universal appeal just results in more headaches for the HR team who have to sift through a greater volume of low-grade candidates,” Martin said. "Companies have to stop chasing universal popularity and adapt a 'lure the best, deflect the ...

International Business Times UK

West Ham United Starlet Diego Poyet Apologises for Branding Club 'Scum' in ...
International Business Times UK
West Ham United midfielder Diego Poyet has issued an apology after it emerged he labelled his new club "scum" two years ago. The 19-year-old tweeted: "we hate West Ham #scum", before the Hammers met Brighton, then managed by his father Gus, in a ...

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Tech Cocktail

Rohit Bhargava Doesn't Think You Should Over-Focus on Company Branding
Tech Cocktail
That's because in addition to being a dynamite author, Bhargava has always been a marketing and branding guy. He started out at a big time agency, but when he shifted into starting his own company he had a major realization. He was spending too much ...


The Top 10 Personal Branding Blunders You Must Avoid
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