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:


Furniture companies need to improve their branding says Richard Hutten
Milan 2015: furniture companies need to get better at branding, according to Dutch designer Richard Hutten, who said the sector "has a lot to learn from other fields". Speaking to Dezeen at the Salone del Mobile in Milan this week, Hutten said it was ...

Louisville Business First

3 questions on today's branding challenges with Leo Burnett CEO
Louisville Business First
You said that today's branding is less about convincing the audience to do something and more about asking them to join a conversation. What will happen to the brands that don't catch on to that? "I think they're at risk of becoming irrelevant and ...

The Business Of Personal Branding
Huffington Post
As far as Personal Branding's concerned, the business aspect is fundamental. However, there seems to be some misunderstanding/confusion about this. I hear many say, 'Malcolm, Personal Branding's a bit alternative for me.' My response is usually, 'It ...

Fox News

'Animal House' Frat to Appeal Dartmouth Branding Sanction
ABC News
A Dartmouth College fraternity that partly inspired the 1978 movie "Animal House" and was recently accused of branding new members is appealing a decision to withdraw its recognition as a student organization. George Ostler, an attorney for Alpha Delta ...
Dartmouth Moves To Boot Alpha Delta Fraternity After New Members Were ...Huffington Post
'Animal House' frat at Dartmouth 'derecognized' for brandingBoston Herald
'Animal House' frat at Dartmouth 'derecognized' after branding incidentFox News

all 134 news articles »

Re-branding should have measurable pay-offs, some say
By July, Tennessee-based North Star Destination Strategies, could officially begin work on a community-wide re-branding campaign. The firm will analyze the area and engage with residents to ultimately launch print, billboard and other advertising ...

Center for Research on Globalization

Branding War
FATTENING WALL STREET — Mike Whitney reports on the rapid metamorphosis of new Fed Chair Janet Yallin into a lackey for the bankers, bond traders and brokers. The New Religious Wars Over the Environment: Joyce Nelson charts the looming ...
Branding War in Australia: Anzac Vulgarity and the Cult of AusterityCenter for Research on Globalization
Why the Anzac legend has always been about
Target forced to pull 'inappropriate' Camp Gallipoli

all 139 news articles »

Tech Cocktail

ZipRecruiter Releases First Ever TV Branding Campaign
Tech Cocktail
ZipRecruiter's sole purpose is to bring Fortune 500 level hiring and employee management solutions to small and medium sized businesses (SMB). To that end they just released their first ever television branding campaign which introduces a new tagline: ...

and more »

Alerus Financial Aligns Service Model and Branding With One Alerus Philosophy
Marketwired (press release)
GRAND FORKS, ND--(Marketwired - Apr 17, 2015) - Alerus Financial Corporation ( OTCQX : ALRS) has announced major changes to its branding and identity to align with customer expectations and the company's service structure. The company has ...

and more »

New Danville River District branding effort to make debut at May 1 bash
... and the Danville Science Center's Imagination Station playground set up for young guests, a photo booth, family-friendly live music — keep an eye out for the dueling pianos — and a large screen showing a presentation about the city's new branding ...

and more »

Branding by 'Bosch'
Alton Telegraph
Print work “Big Fish Eat Little Fish” on view in the Saint Louis Art Museum's exhibit “Beyond Bosch: The Afterlife of a Renaissance Master in Print.” Print details, Pieter van der Heyden (b. Antwerp, c. 1530–d. after March 1572, Berchem) after Pieter ...

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