Recently Hannibal-LaGrange College changed their name to Hannibal-LaGrange University. There was some consideration given to changing the name completely. I was delighted they chose to stay with the same basic name. The name recognition and brand HLG has developed over the years is invaluable. If you've been thinking about changing your company name or logo be very cautious. You may be tired of the same name or design, but your customers might still be trying to figure out who you are and what you do. Your business name and logo is most powerful when used with consistency - this is extremely important to building your own unique brand.

Have you ever been driving on a busy street looking for a certain business? Sometimes it's hard to see among all the other businesses, isn't it? Chances are, though, you were able to spot the business's sign before you saw the name because you recognized the company's colors or logo without even reading the sign. A good quality sign works 24/7 for your business. Take a look at your outdoor signs. Are they clear and easy to read? Are they well lit and readable? Do they reflect your type of business? You don't want a neon flashing sign if you're an attorney. You might seriously consider it if you're selling used cars. Become more easily recognizable by using the right type of sign for your business.

Today, I'm asking you to watch out for fake domain renewals or fake website hosting bills. I've received both in the mail and boy, do they look official! These invoices come from a company you don't recognize and say that you are at risk of losing your domain name or web site hosting if you don't pay them soon. The only company that will be renewing your web hosting or domain is the company you initially ordered everything through. Hopefully you know who that is so you won't get taken by this latest domain and website invoice scam. I've also seen these notices sent via email. If you have questions contact your trusted provider to get the facts.

There are many avenues you can take to promote your business. While it's a great idea to consider everything that modern technology has to offer, don't overlook cable television advertising. With cable television you have the ability to reach thousands of potential customers in a precise region at a very reasonable cost. Cable television shows are now pulling in larger audiences and ratings than network TV. With that in mind, remember television production is the key to a good ad - and a good response. With a good ad and placement, this audience can be yours. Capitalize on the targeted advantage cable TV has. Spend your marketing budget wisely. Lots of people are looking for you.

Television advertising has been around a long time and there's a good reason for that. It works and it works well. TV audiences are intrigued by commercials. Think about the Super Bowl. I hear more talk about the commercials than the game. Wouldn't you like that kind of excitement about your business? Well, television has never been more affordable for businesses that need a broad audience. Kick your television marketing up a notch with an effective ad that people will remember. Wait and see. Your customers will be talking about your last great ad as they're coming to see you. Now that's successful marketing!

Put yourself in your customer's shoes and call your own business. If your employees have a commitment to serve (like you do), you can hear it in their voice. I'm old fashioned, I believe phones need to be answered by people - with a friendly voice - and in less than three rings. I tell my people to smile when they are on the phone. Your customer feels it right through the phone lines. If you have people that are bad on the phone - don't let them answer it. They'll damage your business. Put great people on your front line. People that like people. Not only does your business need to be inviting - your people do too. This week and every week provide exceptional phone service.

Your customers may know about your business, but do they feel like they really know you and your staff? You can share a lot more about your company with a newsletter. Tell everyone about your wonderful employees. Explain a new product. Brag about that recent award. Share your accomplishments. Offer helpful advice. It's easy to do with a newsletter. It's a great way to stay in touch with your customers on a regular basis. Monthly, quarterly or semi-annually - It's up to you. I like quarterly because it's a little easier to maintain. You have lots to share and great stories to tell. Get started on your company newsletter today.

Let's take a look at some very basic marketing. This week I would like you to walk outside and take a long, hard look at the front of your business. This is the first impression you make on new and current customers. Is it a good one? What do you see? Candy wrappers, dirt and soda bottles blowing around? Or clean sidewalks, fresh paint and sparkling windows? This is a simple thing you can do to improve your image - and ultimately your bottom line. How can you make the front of your building more inviting? While you're at it, make sure all public spaces inside are attractive and your people are encouraged to be welcoming. Today's customer is looking for an experience - make it memorable.

The time has come. It's time to go ahead and start investigating internet advertising. For a long time it wasn't really working - well, now it is. Many people go online to get all their news now. We routinely search websites to find the products and services we need. Hopefully by now you have a website. Your internet ads should link to your website and be carefully placed on other sites that relate to your business. A Chamber web site would be a great place for a business that only works with other businesses. A local radio or newspaper website is a great place for local retailers. Focus on one product or service and make it fun. Don't forget to have a call to action to get people to respond. Start looking around; you'll see that the smartest businesses are already advertising online.