Milestones & Credibility

Milestones and credibilityOne of our clients, Sunset Transportation, was named on the prestigious Inc. 500|5000 list of America’s Fastest Growing Companies last week for the first time. Sunset has achieved a three-year growth of 102 percent, which a big accomplishment in a good economy, but an even bigger testament in 2012 because it demonstrates that Sunset has thrived through three of the toughest economic years in decades.

We have been fortunate to be a part of the Sunset marketing team for the past three years, and it’s been a great experience to help equip and fuel their growth through marketing strategy, traditional and digital tools, and public relations.

This particular honor, being named on the Inc. 5000, provides two great opportunities to Sunset: a milestone and credibility.

Milestones: Reflect & Celebrate

How do you know when you are succeeding?

A milestone is powerful because it provides a clear change or achievement. It is motivating to employees, customers, vendors, and stockholders. It is a visible sign that all that effort has reaped results.

And all too often, we as business leaders, managers and family members, forget how great it is to pause and reflect on a job well done. We are moving the ship, even if we can’t always see the progress we’re making every day. Find milestones and celebrate achievements whenever possible. (Thanks to Lorraine Mott at Cooper Crouse-Hinds for giving that advice in the Climbing the E-Biz Mountain podcast series.) Now that we’re done with the PR work in making Sunset’s news public, it’s nice to relax and be grateful for their (and our) successes.

Credibility: What do others’ say about you?

Are you really awesome or do you just think so?

From a PR standpoint, winning awards is also excellent because it is newsworthy and enhances a company’s credibility. Potential customers see your marketing materials, online presence and talk to your sales team, but they are always a bit skeptical about what is true. However, when an outside source, like Inc. Magazine, researches your company and validates that growth, it provides an extra level of credibility. If perception is reality, then it’s important to help shape perception with all the credible tools at your disposal.

Building reputation and trust takes time and must be backed up by quality products, services, and staff. But we find that many companies just get too busy to share their good news, and then when they need that extra proof that they are a good company, it’s not always there. Of course, you actually have to BE a good company first!


Sonia is the marketing strategist & word geek for NeuConcept.