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: (blog)

How Tesla, Under Armour, and Sonos Do Branding (blog)
The network effect, which describes how services and technologies become more valuable as more people use them, has driven the success of many internet companies. But it is not confined to the tech sector. One group of high-growth consumer brands, ...

and more »

Yahoo Sports (blog)

Daniel Murphy homers off Clayton Kershaw, leaves his branding on ball
Yahoo Sports (blog)
Starting pitchers Clayton Kershaw and Jacob deGrom were so good on Friday night, few batters were making contact at all, let alone squaring the baseball up. Together, Kershaw and deGrom became the first opposing starters to strikeout at least 11 ...

and more »

APEX Media

Going Global: Branding the Skies of Tomorrow
APEX Media
The possibilities of globalization leading to mass consolidation among flag carriers – a transition from alliances to joint ventures culminating in joint ownership – raises questions over the relevance of branding in a marketplace where competition is ...

and more »

Daily Mail

Ben Carson won't go back on Holocaust gun row branding Jewish group's attack ...
Daily Mail
Ben Carson won't go back on Holocaust gun row as he brands Jewish group's attack 'total foolishness'. Ben Carson suggested in his new book that gun control laws contributed to the Holocaust; Today on CNN Carson was asked to clarify his statements ...

and more »

The Guardian

When branding campaigns go wrong
The Guardian
He says: “The key message emerging from the Olympics Games branding fiasco is that organisations and companies must take the issue of copyright more seriously than ever before. Even though a design may not infringe copyright laws, a badly planned and ...

New pot businesses look to old school branding
"For any kind of brand, I would say being consistent is really important," said marketing expert Rick Bakas. "Branding comes down to repetition." Bakas launched his website on April 20, a nod to the 420 tradition. He likens the site to ...


Howard Behar: What You Can Learn About Branding From Starbucks
I spoke to Howard Behar, who is the former president of Starbucks Coffee Company North America and Starbucks Coffee International about how the Starbucks culture has changed since he was leading it, his business growth and branding philosophy, how ...

Fragrance branding: You've always suspected businesses smell a certain way on ...
The Denver Post
The Ironwood scent, which R.L. Linden bottled and sold, was a successful cross-promotion between the two businesses — a bit of olfactory branding, conveying the business's message through what has long been reported as our most powerful sense.

UK Andean food brand Mantandina reveals new branding by IC Design
The Drum
Mantandina, an independent food brand centred around the very best Andean food ingredients, with a particular focus on unique Peruvian delicacies, has unveiled its new branding, created by IC Design. The agency was commissioned to create the brand ...

Wall Street Journal

Voices: Advisers Need to Be Smarter About Branding—Chris Hamm
Wall Street Journal
The fundamental mistake that I see advising firms making, when it comes to branding and marketing, is not being committed to the branding process. In many cases it's because they're too busy servicing clients. In other cases, advisers think it's too ...

Google News

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