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Many Hands Build the Brand
By Ken Wisnefski, President,

Is there anyone in the world who looks for information on the Web and has never heard of Google?  Did you ever think of why?

Do you think there is a corner in the world where you can find a computer user who does not know of Microsoft?  Is there anyone in the world who looks for information on the Web and has never heard of Google?  These names are indelibly ingrained in our brains.  Did you ever think of why?

Both companies are world renown.  They have molded a brand name that is synonymous with success.  Most experts will tell you that you need experience, excellent service/product, ingenuity, and commitment to become a success.  These are all ingredients in becoming successful, but more help comes from customers than most think.

You need to provide optimal services or products to become popular with the public.  Most celebrated companies will be happy to sell services and products and hope their acclaim continues.  Some of the best companies do not realize their satisfied customers can become their most powerful marketing tool.

The customer knows best

It is important to foster a rapport with your customers, regardless of the size of your business.  Experts in customer management will tell you that ideally, you want to make the customer-to-business relationship as personal as possible.  The dynamic should be comparable to that of a mom and pop shop located in a remote, small town with their second to third generation customers.

How can you inspire this relationship?  Listen to your customers.  Comprise a customer testimonial page on your Web site.  Customer testimonials can be incorporated into newsletters and fliers, but it will be seen by most on your Web site.

Promote testimonials

For most, the customer testimonial page (if there is one) is usually discreetly showcased, accessible through an obscure link somewhere on the bottom of the home page.  This is a mistake. 

Positive customer feedback needs to be exhibited as strongly as other content on the site.  Browsers will come across testimonials and relate to the authors.  Those who testified were once like them

Kenneth C. Wisnefski is the president of, an online business to business marketplace that connects business consumers with pre-approved vendors in over 150 different categories. has over 5,000 vendors in their Approved Vendor Network and processes close to 10,000 requests per month from businesses of all sizes.

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