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:

KC Streetcar Authority approves branding concept
Kansas City Business Journal
Kansas City's regional transit branding is taking shape, and the downtown streetcar is leading the way. On Thursday, the Kansas City Streetcar Authority Inc. board approved a branding concept that will be used on the streetcar vehicles, station stops, ...
Kansas City streetcar gets brandedKansas City Star

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New re-branding campaign to highlight UF's contributions to society
GAINESVILLE - During Saturday night's opening game against the Idaho Vandals, folks will see the first 30-second spot for the University of Florida's new re-branding campaign -- its first in nearly a decade. “For the Gator Good” is a $1.4 million, two ...
UF to launch re-branding campaign focused on research, tackling global issuesUniversity of Florida

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CBS News

Hershey unwraps new corporate branding
CBS News
HERSHEY, Pa. -- Hershey (HSY) is rolling out a new corporate logo that features a freshly stylized version of one of its most famous chocolate products -- the iconic Hershey Kiss. The new logo, announced Friday, also drops the apostrophe "s" included ...
Hershey's new logo launched, compared to emoji
Hershey Unveils New LogoWall Street Journal
Some pooh-pooh Hershey's new logoChicago Tribune -MarketWatch
all 82 news articles »

Lunch and Learn: Branding and Marketing Your Business, with Meg Gill of ...
89.3 KPCC
Southern California Public Radio invites you to Lunch and Learn: Branding and Marketing Your Business, featuring Meg Gill, President & Co-Founder at Golden Road Brewing. Meg Gill, 28, is the youngest female brewery owner in the country, and Golden ...

B of A's Countrywide Woes Offer a Lesson in M&A Branding
American Banker (subscription)
(Think of GMAC re-branding as Ally Bank in 2010 after receiving a $17.2 billion government bailout.) Either way, this "new Countrywide" would have signaled a fresh start for the company and created some separation from the parent. In truth, it would ...

and more »

Cincinnati Cyclones unveil new logo, branding
The Cincinnati Cyclones unveiled a new branding campaign Friday that includes updated team colors, a uniform overhaul and a new logo. The Cyclones are sticking with their signature red and adding black and gunmetal gray, which will be highlighted in ...

and more »

Emotional branding - The love affair between consumers and brands
This is a disturbing trend that goes against the tenets of the winning formula of emotional branding. According to a Wikipedia definition, "emotional branding is a term used within marketing communication that refers to the practice of building brands ...

Two Masters of Communication Discuss the Branding (or Not) of the Nonprofit ...
The Nonprofit Quarterly
Noting that industries very seldom have brands that they are in control of, Jan Masaoka wonders why so many of us keep torturing ourselves over the question of sectoral identity: “The coal industry keeps trying to talk about itself as the energy ...

and more »


Women And Personal Branding: Oil And Water?
In my career coaching with women, I have conversations daily about personal branding – what it means, why it's so challenging for many women, and how women can overcome their reluctance to communicate their brands powerfully. Personal branding is ...

Men's Soccer Begins #PennStateFutbol Branding Campaign
Onward State
The parallel between the terms, the latter in regard to Nittany Lions soccer, is no coincidence on the part of the men's soccer team, which recently rolled out its new branding campaign, #PennStateFutbol. After seeing the frenzy that the United States ...

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