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:

ETSU athletics launches new logos, branding initiative
Johnson CIty - During a Wednesday press conference inside the Carnegie Hotel's Grand Soldiers Ballroom, the ETSU Department of Intercollegiate Athletics officially announced a new visual identity and branding initiative for the Buccaneers' program.
ETSU unveils new 'E' logo for athletic teams as part of branding initiativeThe Republic

all 15 news articles »

It's Time For Marketers To Attend To The Branding Benefits Of Search
Search Engine Land
To add to the ongoing conversation on brand impact in the search results, I will present herein the findings of a Conductor study (disclaimer: I am the Director of Research at Conductor) that analyzed brand impact in the search results. The study, The ...

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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 ...

McDonald's set on 18-month branding re-evaluation period
Chicago Business Journal
McDonald's Corp. plans to take the next 18 months to revamp its branding and menu lineup in the wake of flattening sales in recent months. While the world's largest restaurant chain doesn't plan to overhaul its logo and design program, according to a ...

and more »

Vote for your favorite Huntsville nonprofit to receive free branding advice ...
The Huntsville Times -
The four competing organizations are The Arts Council, Huntsville Youth Orchestra, Kids to Love, and the Land Trust of North Alabama. To vote for your favorite organization to win, click here to access the online poll. Anyone can vote once per day, but ...

Parks Canada-Roots: A match made in branding heaven, but it wasn't to be
Fashion maven Jeanne Beker raised the possibility that branding may have been an issue. “Roots has its own brand on its clothing,” she points out. “Would they have to add Parks Canada to that? Maybe they could have seen this as creating a product that ...

and more »

Grant-Kohrs Ranch ready for weekend branding, haying event
Montana Standard
Special programs will be presented both days with topics ranging from rustlers, roundups, teamsters, historic photos of haying and branding. Also, attendees will be eligible for rewards ranging from small souvenirs to a coupon good for a future special ...

Flipping Holiday Inn, branding Honda and the digital frontier: Lee Carpenter ...
Dayton Business Journal
After growing Interbrand Design Forum from a small traditional design firm to an international leader in retail branding strategies, Carpenter is turning his attention to Maywood Capital Group, an Ohio-based venture capital firm. Carpenter shared with ...

and more »


The Top 10 Personal Branding Blunders You Must Avoid
Having worked in the field of personal branding since its earliest days, I have witnessed countless brand blunders. These are the actions that detract from brand value rather than building it. I share ten of the most egregious errors here so that you ...

Warped Wing finds success through branding (Slideshow)
Dayton Business Journal
The branding journey at Warped Wing gets a new twist in the designs of the cans, which feature colorful illustrations based on a “metal-forged steam punk whale,” that also tie into the historical inspiration for the beers' names. Ermal's pays homage to ...

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