Not too long ago, an entrepreneur named Matthew messaged me on Facebook with a refreshingly honest request for help, writing: "This is my fifth year and I would honestly like to know how to get my name out there.” What he had in mind, Matthew continued, was, “getting my company in magazine columns… even magazine covers…”What he wanted to create, he wrote, was ... buzz.Build a reputation as a founder respected by employees and customers alike.Schatz is a friend of mine and the former assistant managing editor for healthcare coverage at Crain’s New York Business (as well as a former editor at Bloomberg News and Businessweek and an expert freelancer)."They would pitch things from, say, Wisconsin or somewhere, and send me an email blast,” Schatz continued, noting that her publication is based solely in New York -- It's right there in the name, Crain’s New York Business.Think of Sara Blakely and Spanx, Steve Jobs and Apple, etc.
Birch Benders got the attention of Target by working on its packaging and finding its voice.The founders of Birch Benders, makers of better-for-you frozen pancakes and waffles and mixes, spent years getting its branding right.We want to build a brand that's going to be around for 1,000 years."Related: This Entrepreneur Almost Quit Multiple Times, But After Appearing on 'Shark Tank' He Now Has a $100 Million BusinessAckerman co-founded Birch Benders with her boyfriend (now husband) Matt LaCasse in 2011.The two Yale alumni initially sold their just-add-water mixes in jars at Whole Foods stores in Denver (they had moved to Boulder).