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:

For branding, many places adopt signature scents
Los Angeles Times
Scent marketing is divided into two main categories: ambient scenting, which fills a space with a pleasant smell; and scent branding, which develops a signature scent specific to a brand, like an olfactory logo. The former can cost $100 to $1,000 a ...

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100 Days to Define Branding
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"What is that?" -- or a polite nod -- are common reactions when I explain that over the past eight months I've been working toward my Master's in Branding at the School of Visual Arts (SVA) in New York City. I get it; the word "branding" has become ...

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Eastern Market hires Lowe Campbell Ewald for branding, ad campaign
Crain's Detroit Business
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China's Geely to consolidate branding, sales
Geely, controlled by Li Shufu, the Chinese billionaire who acquired Volvo in 2010 through Geely's parent company, currently sells cars in China under the Emgrand, Gleagle and Englon brands through three different sales channels. Under the new structure ...

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Mumbai Metro joins station branding ride
Business Standard
Gurgaon Rapid Metro, built by Infrastructure Leasing & Financial Services (IL&FS) in November 2013, was the first to auction naming rights for four stations. Station branding could help build more Metros in Indian cities. Most Metro projects in the ...

Wall Street Journal

Samsung Says Branding Drove Gains
Wall Street Journal
Technology. Samsung Says Branding Drove Gains. Electronics Maker Insists Apple Had Nothing to Do With Its Smartphone Success. Email; Print. Save ↓ More. Save to ↓ More. Save ↓ More. Saved ↓ More. Please log in or register for free to use Save This.

A First Step in Fixing Student Loans: Better Branding
Earlier this week the Lumina Foundation, which focuses exclusively on higher education, released 15 different papers on revamping the way people pay for college. The ever-growing problem of student debt is vexing and complex, and the studies grappled ...

New Halifax branding campaign polarizes residents
HALIFAX – An ambitious re-branding project for the Halifax area is ready to move forward, but not without debate about whether it's the right look for the city. Since council approved the project Tuesday afternoon, reaction from the public has been ...
Halifax mayor, council approve city's new
Here's Halifax's 'bold' new
Goodbye HRM, hello Halifax: Mixed reaction to bold, new brandCTV News
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Ten common branding mistakes to avoid
The Globe and Mail
As a result, the focus on branding often takes a backseat to other priorities. It's something most owners view as a 'nice-to-have' rather than a 'need-to-have.' Yet such a perspective hinders the truly successful business owner, who seeks to capitalize ...
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Slate Magazine (blog)

Branding Lessons From Walter White
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When you look at all the great commercial brands, you see the same thing. The brand is built on product quality and suffers when quality declines. A good example of this is GM, which has struggled for decades to return to its former reputation for ...

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