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SUNY Oswego to host next small-business training class in mid-September
OSWEGO, N.Y. — SUNY Oswego’s Business Resource Center will host a training class in mid-September for those interested in expanding or starting a small business in Oswego County. The small-business training classes will be held Sept. 12 through Sept. 16, from 5:30 pm to 7:30 pm; and Sept. 19 and 20, also from 5:30 pm […]
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OSWEGO, N.Y. — SUNY Oswego’s Business Resource Center will host a training class in mid-September for those interested in expanding or starting a small business in Oswego County.
The small-business training classes will be held Sept. 12 through Sept. 16, from 5:30 pm to 7:30 pm; and Sept. 19 and 20, also from 5:30 pm to 7:30 pm online.
This certificate program provides training that covers topics, such as how to write a business plan, how to obtain financing, accounting and tax issues, business insurance, legalities, marketing, and other basic business startup issues, according to a news release from Operation Oswego County. Graduates of the program are eligible to apply for up to $25,000 in low-interest financing to expand or start their business in Oswego County.
Online training is provided by Small Business Development Center (SBDC) advisors, as well as other area business professionals. SUNY Oswego’s Business Resource Center coordinates the program, with promotional and scholarship support provided by the City of Fulton Community Development Agency, the City of Oswego Community Development Office, and Operation Oswego County.
Tuition for the program is $50 and includes all materials. Limited scholarships are available for this class.
For more information, or to register for the class, call SUNY Oswego’s Business Resource Center at (315) 312-3493. Registration and payment will be completed online at oswego.edu/sbdc from now through Sept. 2.

Rheonix Laboratories launches in Lansing
Offers COVID-19 PCR testing LANSING, N.Y. — Rheonix Laboratories LLC in Lansing is a CLIA-certified clinical laboratory that recently opened and will initially offer COVID-19 PCR testing. Rheonix Inc. of Ithaca on Aug. 1 announced the lab’s opening. Rheonix is a manufacturer of a highly advanced microfluidic molecular testing platform. CLIA is short for clinical
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Offers COVID-19 PCR testing
LANSING, N.Y. — Rheonix Laboratories LLC in Lansing is a CLIA-certified clinical laboratory that recently opened and will initially offer COVID-19 PCR testing.
Rheonix Inc. of Ithaca on Aug. 1 announced the lab’s opening. Rheonix is a manufacturer of a highly advanced microfluidic molecular testing platform. CLIA is short for clinical laboratory improvement amendments, which is part of the U.S. Department of Health and Human Services’ Center for Medicare and Medicaid Services (CMS).
Rheonix is headquartered at 10 Brown Road in the village of Lansing. Rheonix Laboratories is located nearby at 30 Brown Road, also in Lansing.
“Offering testing through an affiliated laboratory is an important extension of Rheonix’s core mission: to offer molecular diagnostics to more people, in more places, more often,” Greg Galvin, president, CEO and chairman of the board of directors of Rheonix, said in the announcement. “The initial focus of Rheonix Laboratories is to provide a convenient and economical COVID-19 PCR testing option for organizations and community members. In the future, we plan to offer additional assays at the laboratory, including syndromic panels for respiratory, gastrointestinal and sexually transmitted infections.”
Rheonix Laboratories is permitted by New York State to provide COVID-19 PCR testing and results, and will be partnering with organizations — including pharmacies, schools, long-term care facilities, and county and municipal health departments — to provide “low-cost” testing to its populations. The laboratory’s COVID-19 PCR testing program enables seamless registration, sample collection, and testing for individuals and organizations, the company said.
Rheonix Laboratories says it provides reliable, rapid turnaround COVID-19 PCR testing utilizing the Rheonix COVID-19 MDx Assay. The U.S. Food and Drug Administration first granted the assay emergency-use authorization (EUA) in April 2020.
The assay is “highly sensitive” and detects all COVID-19 variants of concern, including the omicron subvariants. Individuals can register online for a test using the Rheonix Laboratories patient portal. Sample types include saliva and nasal swabs. Results are expected within 24 hours after receipt of sample and can be viewed through the portal, Rheonix said.
Since early in the pandemic, Rheonix has provided COVID-19 testing capacity in the mid-Atlantic and northeastern U.S. The company has been providing COVID-19 PCR testing capacity to community hospitals and local clinical laboratories, “reducing turnaround time from two weeks to same day.” Since April 2020, U.S. laboratories have processed more than 1 million samples using Rheonix’s COVID-19 testing system, the company said.

Greater Utica Chamber gears up for Business of the Year Awards
UTICA, N.Y. — The Greater Utica Chamber of Commerce is gearing up for one of its biggest annual events, the Business of the Year Awards. The awards honor members in five different categories — for-profit business with 50 or fewer employees, for-profit business with over 50 employees, not-for-profit with 50 or fewer employees, not-for-profit with
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UTICA, N.Y. — The Greater Utica Chamber of Commerce is gearing up for one of its biggest annual events, the Business of the Year Awards.
The awards honor members in five different categories — for-profit business with 50 or fewer employees, for-profit business with over 50 employees, not-for-profit with 50 or fewer employees, not-for-profit with more than 50 employees, and the newest category, catalyst rising business, which honors a company in business for five years or less.
The event is an important one not only for the winners, but also for the broader regional business community, the chamber says.
“It really puts a spotlight on business and gives people the opportunity to see a little bit more about an organization,” Kari Puleo, executive director of the Greater Utica Chamber, says.
The deadline for nominations is Sept. 1. Nominees must be current chamber members. All nominated businesses will receive a more detailed form to complete, and the chamber’s executive committee reviews all nominees to determine three finalists for each category.
Representatives from each finalist company are interviewed in a video package that helps people learn more about the business, its core values, its products and services, and how it has innovated and changed. All businesses are asked the same series of questions, which are once again reviewed by the executive committee to determine the winners in each category.
The process really spotlights things that might not be part of the everyday conversation, Puleo notes. “Some businesses are really committed to philanthropy. Some businesses are really committed to developing their workforce.”
Last year, people really got to see what one area business did to help other businesses during the pandemic, she says. Casa Imports, which won last year in the for-profit business with more than 50 employees category, worked overtime to make sure the area’s many restaurants were supplied with to-go containers when they all had to close to in-person dining at the height of the pandemic, Puleo says.
“I’m sure nobody anticipated how many to-go containers they needed,” she says, but Casa did everything it could to make sure its customers had what they needed.
The catalyst rising business category, added in 2017, turns the spotlight on the area’s newest businesses, she adds. It gives these new businesses an opportunity to shine without having to compete with more established companies, she says.
The Business of the Year Awards is one of numerous in-person chamber events for 2022 as the Greater Utica Chamber celebrates its 125th anniversary.
With people eager to get out and network again, the chamber hosted previous favorites and added new events this year. Members are excited about the monthly Business After Hours events, Puleo says, adding that she’s been seeing many new faces at the gatherings.
This year, the chamber is mixing together elements of the past two Business of the Year events, Puleo says. In 2020, pandemic restrictions caused the chamber to create a one-hour television special honoring the finalists and winners. In 2021, the chamber held an in-person event, but attendance was down a bit from previous years. “I think we were still feeling a little bit of that COVID crunch,” Puleo notes.
The Greater Utica Chamber will celebrate this year with an in-person event on Dec. 8 at Hart’s Hill Inn in Whitesboro but will also profile finalists and winners for a new TV special that will air at the end of the year. The special also recaps the chamber’s year that was.

Selfie museum opens in New Hartford
NEW HARTFORD, N.Y. — The Mohawk Valley’s first selfie museum, Selfie City CNY, is now open in the Avenue Plaza at 4697 Commercial Drive in New Hartford. Selfie museum is a term for an art gallery or installation full of backdrops. Visitors can pose for photos they can share on their social-media sites. Owner John
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NEW HARTFORD, N.Y. — The Mohawk Valley’s first selfie museum, Selfie City CNY, is now open in the Avenue Plaza at 4697 Commercial Drive in New Hartford.
Selfie museum is a term for an art gallery or installation full of backdrops. Visitors can pose for photos they can share on their social-media sites.
Owner John Baker got the idea after his niece visited a selfie museum in North Carolina. “When I saw the pictures she took there, I thought that would be wonderful here,” he says.
Baker leased the 4,200-square-foot former Avenue store and spent the month of April getting the space ready with help from his brother-in-law Chris Stevens, who built a lot of the sets.
Baker’s startup costs totaled $50,000 to $60,000, which included supplies for the rooms/backdrops, the lights, hiring an artist to paint a mural, getting a logo designed, and merchandise. Selfie City CNY opened in early May with 20 different rooms and backdrops full of vibrant colors and fun props. Each one is equipped with a ring light.
Want to make it rain cash? There’s a room for that. Ever wanted to be the prize in a claw machine? You can do that. There’s a selfie grocery store, a phone booth, and even selfie jail, but those looks might not be around for long.
“Every couple of months, I’ll switch some [rooms] out,” Baker says, because he wants to keep things fresh and new. He also plans on having seasonal and holiday looks as well. Along with providing a space for people to be creative, the business also offers a creative outlet for Baker, who worked at Pacemaker Steel before opening the museum.
“I have changing rooms so people can bring different outfits,” Baker notes. Visitors can use a camera or their phones and capture as many pictures with as many backdrops as they like for a fee of $20 for adults and $15 for kids age 12 and under. Professional photographers can also use the space as a studio for the same fee.
“I think it has the opportunity to be something for so many different things,” Baker says of the Selfie City concept. His overall goal is for the museum to be a positive space where people can come in, be themselves, and love themselves. The museum is for all ages and genders, he says. “It’s something for everybody to have their moment to be free.”
With an open floor in the middle, the space can also host events and has already hosted several drag shows. People can book events like birthday parties or bachelor/bachelorette parties. Selfie City CNY can even host corporate events like meetings for companies looking to try something a little different, he adds.
Baker promotes the museum on social media including Facebook, Instagram, and TikTok. He’s big on word of mouth and encourages visitors to tag Selfie City CNY and share their pictures.
“Everyone who has come in has raved about it,” Baker says.
He also joined the Greater Utica Chamber of Commerce and held a ribbon-cutting event with the chamber. Baker is also working on a promotional flyer. He expects business to increase as summer ends and people look for more things to do indoors.
Ultimately, Baker would love to be able to add a few employees — right now he works the business by himself — and have a full calendar of parties and events.
Selfie City CNY (www.selfiecitycny.com) is open Wednesday through Saturday from 2-10 p.m. and Sunday from 12-6 p.m.

Buy Madison County updates site to promote local farms, products
WAMPSVILLE, N.Y. — Buy Madison County, in collaboration with Cornell Cooperative Extension of Madison County, has teamed up with C&D Advertising of Rome to update the Buy Madison County website. The updated digital platform can help those interested can get answers to questions about where their milk, bread, or produce originated. The updated Buy Madison
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WAMPSVILLE, N.Y. — Buy Madison County, in collaboration with Cornell Cooperative Extension of Madison County, has teamed up with C&D Advertising of Rome to update the Buy Madison County website.
The updated digital platform can help those interested can get answers to questions about where their milk, bread, or produce originated.
The updated Buy Madison County site now includes a landing page where people can find all things grown local in Madison County, per the county’s Aug. 8 news release.
Part of the county’s initiative to “step up and support” its agriculture partners also involves improving the current Buy Madison County program. Buy Madison County first launched in 2012, and since then, has helped “create connections” between the county’s local businesses, restaurants, and farms.
Now, Buy Madison County has created a “one stop shop” for people to learn more about the county’s farms, the products and services they provide and grow, and create a “Buy Madison County” brand.
The website, www.buymadisoncountyny.com, has a landing page for the agriculture industries within Madison County. People can use the site to search for farms by product or services. As of Aug. 8, the site listed 25 farms but “many more” are to follow, per the release.
Madison County contends that “our world is more than ever reliant on the internet,” and many of those in the agriculture business “do not have time or the ability to keep up with a website, even a Facebook page.” The Buy Madison County website provides these farms the ability to have a digital presence.
Consumers can find out the name of a farm, where it is located, what some of its top products are, and where they can purchase those products, such as yogurt or butter made from milk generated from a Madison County dairy.
The county said, “Buy Madison County is more than just a website. It is a brand, a way of life, it is who we are here in Madison County. We want people to know when they buy maple syrup for their pancakes, why not get it from Many Maples in Georgetown, it is delicious, was tapped by Madison County farmers and processed here. Or if you are in the market for some fresh vegetables, check out Hartwood Farm, in Chittenango. It is as simple as looking for the Buy Madison County Grown Local stickers and signs when you are shopping.”
Madison County says it hopes is to have an increasing number of its agriculture producers using the Buy Madison County brand and maintaining a presence on the website as it builds awareness of this campaign. In addition to area farms, the county also hopes to build profiles for businesses in additional sectors, such as manufacturing, restaurants, and soap shops.
Support for farming
Madison County is a 661-square-mile rural community with an “identity defined by its beloved agricultural landscape and agrarian history,” as noted in the county’s news release. In this year’s State of the County address, John Becker, chairman of the Madison County Board of Supervisors, discussed what the future of farming here in the U.S. looks like.
He discussed how large corporate farms are taking over the food industry, while small farms like the ones operating in Madison County “are not able to benefit from rising prices.”
“It is imperative that we as a county help support our farmers,” Becker contended. “You are the backbone of our community, and some of you have been in business for decades. I know all too well that the agriculture industry has changed over the years. If our farms do not survive and thrive, what will that mean for the rest of us? That is why Madison County is stepping up to help support our agriculture industries.”

Drakos Clinical Laboratories opens new HQ, lab in DeWitt
DeWITT, N.Y. — Drakos Clinical Laboratories has opened its headquarters and a new laboratory facility at 6333 New York Route 298 (near Carrier Circle) in DeWitt, in the KPH Healthcare Services Inc. building. “This is a business office and clinical laboratory,” says Heather Drake Bianchi, CEO of Drakos Clinical Laboratories, referring to the firm’s new
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DeWITT, N.Y. — Drakos Clinical Laboratories has opened its headquarters and a new laboratory facility at 6333 New York Route 298 (near Carrier Circle) in DeWitt, in the KPH Healthcare Services Inc. building.
“This is a business office and clinical laboratory,” says Heather Drake Bianchi, CEO of Drakos Clinical Laboratories, referring to the firm’s new DeWitt headquarters. Drake spoke with CNYBJ on July 28.
Drakos is a company that started as CineMedics, a group of paramedics helping on the set of film productions, such as those that Clay–based American High has worked on in the Syracuse area.
CineMedics is now a division of Drakos Clinical Laboratories, which also leases space for a facility at 4000 Medical Center Drive Suite 108 in the town of Manlius, where patients can go to request a test. Its Manlius office opened in August 2021, while the company was initially operating as CineMedics.
Drakos can test for COVID-19, flu, RSV (respiratory syncytial virus), influenza A, influenza B, norovirus, and monkeypox.
In DeWitt, the lab opened July 12 but the company had been using the space for administrative functions since January, according to Drake.
Outside New York state, Drakos also has offices in Atlanta, San Diego, and would like to open a location in the Boston area as well. The company owns three large mobile units and 10 smaller ones, which are operating at various projects across the country, says Drake.
The firm started using the name Drakos in Atlanta around July 2021 and began using Drakos locally earlier this year in March, Drake tells CNYBJ.
The firm has grown from three to 42 employees, including about 20 who work at the local office. Drakos has a mix of both full and part-time employees.
“We’ve maintained running on internally generated funds the entirety of the time,” says Drake, noting that she would describe the business as “profitable.”.
She has applied for certification as a woman-owned business enterprise, which is pending approval.
Prior to working on medical and safety support with film productions, Drake was a paramedic with Rural/Metro Corp., which American Medical Response acquired in 2015.
Drake says her company’s mission is to offer the mobile service it’s been providing for film productions to the general public as well.
“Parents with kids who need somebody to come to their house instead of going to the doctor. Folks that would like to enjoy the benefits of aging in place. Cancer patients that should not be going to a clinic. We can come to you,” says Drake. The goal is “to be able to bring a comprehensive mobile, integrated health solution to not just movies but to everybody.”
Starting CineMedics
Drake had formed the group that would become CineMedics in 2017 to work with film-production crews. It started with three people and eventually grew to seven. CineMedics became an official business in August 2020.
“COVID accelerated the formalization of the company because we knew that when we were designing a set of protocols and advising in risk mitigation and starting a laboratory that was higher level of liability than we wanted to incur personally, so we formalized the business to create that separation,” says Drake.
The group was working with Clay–based film-production company American High. It was collaborating with Hulu, which had a film called “Plan B” that was scheduled to begin filming in early March 2020 as the coronavirus pandemic was beginning to redefine life in the U.S.
A few months later, Drake’s mentor from Hulu asked her if she could find a way to get everyone back to work quickly but safely.
“We had been working with them as medical resources and risk-mitigation experts and he knew my background in molecular DNA analysis from [Syracuse University],” says Drake.
She told her mentor from Hulu that those involved would need screening before they could come into the workplace.
“We came up with a set of protocols that got them back to work quickly but it was integral to having PCR testing available on an as-needed basis but on site. Nobody was doing that at the time,” she notes.
It would require bringing clinical instrumentation to the job site so those involved with film production could be screened and work safely. In most cases, the equipment used in laboratories usually never moves, she adds.
“Because we realized that no laboratory was going to come on site to do this, I called the New York State Department of Health and [asked] what does it take to become a lab? How do you do it?” Drake recalls.
The department advised Drake that the requirements included needing a medical director and an address. Drake, who has been a paramedic for about two decades, completed the paperwork and collaborated with a local medical director.
“We started an entry level laboratory where we can do entry level antigen and PCR testing and that’s what we did,” she says.
CineMedics secured its first mobile unit, paying between $10,000 and $15,000 for a retired incident-command system which it converted into a laboratory. Drake says she self-financed the purchase.
Netflix Boston film
As the year moved along, Drake eventually took a call from a group she had consulted with concerning risk management. The contact asked Drake if CineMedics could handle dealing with a crew of more than 300 involved with a movie called “Don’t Look Up,” which Netflix wanted to film in Boston starting in November 2020.
Netflix requested the help of CineMedics in providing mass PCR testing. Drake indicated her company would need to be licensed for work in Massachusetts. Despite her concern that licensing offices would be closed due to the pandemic, Netflix got CineMedics licensed to help with testing on the movie production that included actors Leonardo DiCaprio, Meryl Streep, Jennifer Lawrence, and Ariana Grande.
About a dozen CineMedics employees worked at the site of the Boston film project from November 2020 until the beginning of March 2021.
Establishing Drakos
Drake knew the business model would work fine for film productions as the pandemic continued, but as the pandemic dissipates, what plan did the company have moving forward?
“What we saw is that mobile-laboratory needs were not going to go away. And that we were learning something integral about laboratory work and how to make it mobile … We don’t have to stick to just COVID. We can do a lot of other things,” says Drake.
The business started adding other testing options to its menu, such as flu and RSV (respiratory syncytial virus) and others. CineMedics knew that film-production screenings weren’t going to be its long-term business model.
“It was always a mobile clinical laboratory,” she notes. “So, that’s why the name evolved.”
The company’s name, Drakos, is a nod to the little lab dragon figurines that the business has throughout its space. They were part of an “internal company culture” during the firm’s work in Boston that the lab dragons “were always watching” to make sure all employees involved were following all the rules (such as mask wearing) as they executed their work.
Locally, Drakos Clinical Laboratories chose its new space in DeWitt because it needed more room to operate. “We also needed a place to build out our clinical laboratory,” Drake adds.
Prior to the new headquarters, company employees handling the administrative operations were working from Drake’s house and her kitchen table, which can accommodate 12 people, but ran out of chairs, she notes.

Lewis County IDA, Chamber seek input on possible merger
LOWVILLE , N.Y.— A possible merger is on the minds of officials involved with the Lewis County Industrial Development Agency (LCIDA) and the Lewis County Chamber of Commerce. The organizations say a combination would consolidate services, resources, and staff under one umbrella organization. Those interested in providing feedback on the proposed merger can visit: https://naturallylewis.com/news/merger.
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LOWVILLE , N.Y.— A possible merger is on the minds of officials involved with the Lewis County Industrial Development Agency (LCIDA) and the Lewis County Chamber of Commerce.
The organizations say a combination would consolidate services, resources, and staff under one umbrella organization.
Those interested in providing feedback on the proposed merger can visit: https://naturallylewis.com/news/merger.
The LCIDA and Lewis County Development Corporation (LCDC) brand themselves as Naturally Lewis. If the organizations decide to merge their operations, the new nonprofit would also be called Naturally Lewis, per a recent news release.
The merged organization would focus on economic, business, and tourism-development efforts for Lewis County. Both are located in Lowville.
The boards of directors of the Lewis County IDA, Lewis County Development Corporation, and the Lewis County Chamber of Commerce have been in discussions for the past six months on the potential for a merger, the organization said.
The groups cite further partnerships, collaboration, and strategic planning among the three entities since the start of the pandemic in 2020 which “solidified the need for a more streamlined approach” to economic, business, and tourism development in Lewis County.
Under a new board of directors, Naturally Lewis would retain all employees of the Lewis County IDA and Lewis County Chamber of Commerce. As part of the transition, the organization would acquire all current and future economic-development strategic priorities.
Those focuses include business development and support services; property and site-redevelopment projects; tourism development and promotion initiatives; placemaking and community-building initiatives; marketing and promotion of Lewis County “as a great place to live, work, build business and play;” membership services; and events and collaboration with communities that the Lewis County IDA, LCDC, and Lewis County Chamber of Commerce are already leading, the release stated.
The merger would also “allow for the consolidation and streamlining” of staff, finances and budgets, programming, marketing and communications, fundraising, human resources, technology and facilities to one organization.
“Our continued collaboration with the Chamber of Commerce has led to great opportunities for our business community,” Brittany Davis, executive director of the Lewis County IDA, said. “A merger of the economic development and Chamber organizations would streamline, consolidate resources, clarify staff roles, eliminate any duplication of efforts, and provide Lewis County communities with even greater opportunities for the future.”
Although the partnership is “still in feasibility and research phase,” the staff and board members of the three organizations are looking for feedback from the current Lewis County Chamber of Commerce membership, local businesses, community members, residents, and tourists, alike.
VIEWPOINT: Getting Back to Business: 6 Tips to Boost Brand Loyalty & Trust
As businesses slowly return from more than two years of uncertainty, entrepreneurs are finding that their brands have been impacted. Internal organizational changes have affected workflows and processes including the communication necessary to maintain relationships. Shifts in the marketplace have altered consumer behavior and perception. Customer and audience relationships have become strained. With the stress
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As businesses slowly return from more than two years of uncertainty, entrepreneurs are finding that their brands have been impacted. Internal organizational changes have affected workflows and processes including the communication necessary to maintain relationships. Shifts in the marketplace have altered consumer behavior and perception. Customer and audience relationships have become strained.
With the stress of pandemic fatigue and finding a new normal, building brands back up can be overwhelming. But it doesn’t have to be. Now is a perfect time to seize this new state of things and find a way to make your brand work better. Even if the pandemic did not cause your small business to struggle, now is the time to continue strengthening your brand. Whether you are rebuilding or building up what you already have, having a strategy to foster brand loyalty and trust is key. Here are our top 6 tips for strengthening brand loyalty and trust to get back to business.
1. Reevaluate your target market
With shifts in the marketplace and consumer behavior, you may need to reevaluate your target market. Who is in need of your goods or services? Have new segments formed? Do existing segments no longer make sense for your brand? Conduct target market research to ensure you’re reaching the right consumers at the right time in the right places. These insights will guide your communications moving forward. Make sure to take advantage of your existing and loyal customers by doing one-on-one intelligence gathering.
2. Remind your target market that you are the ideal partner
Present your brand as the solution that your target market needs. Always connect the products and services that you provide to the benefit that your prospective customers will experience by working with you. You want them to think that it wouldn’t make sense to go with your competitors. Your brand is who they need. Build all of your communications efforts around this messaging.
Double down on your communications efforts by encouraging community. Building a bond with your target market will create a sense of inclusivity. Online spaces, like your website and social-media accounts, should be areas where your customers can bond with you and each other. Encourage them to interact and get to know each other. Make sure to keep your audience updated on your products or services and special offers. Prove that your brand is a leader in your industry and that your target market should want to be involved in your community.
3. Strive for brand consistency
The last two years have probably set your focus on branding back some. It might be time to reestablish your brand image and language. Keeping consistent with your branding will help build recognition with your audience base. The goal is to firmly establish the aesthetic of your brand enough that when one of your customers or audience members sees a social-media post or an ad, they immediately know that it’s associated with your business. That kind of recognition doesn’t happen overnight but ensuring that you are consistent with every piece of content you publish is the way to start.
Remember that branding can go much further than merely including your logo, brand, colors, and fonts on your content. It can go as deep as creating a personality for your brand — similar to how marketers create customer personas to better understand market segments. This can be helpful when developing a brand voice that truly represents your organization. To achieve brand consistency, the mission, vision, and values of your company should be reflected in the visual aesthetic, voice, and messaging of all of your content.
4. Highlight and demonstrate your unique specialties
Differentiate your brand from others in the market by identifying and highlighting what your business does best, and more importantly, better than anyone else. This will help to position your brand as a leader in your industry. It will help to build trust with your audience, which will eventually lead to loyal customers. The more you can prove the high quality of your offerings, the more exclusive it will feel to your audience. Strive for a strategy similar to those that luxury brands use. This exclusivity will create demand for your brand and help you become known for your specific specialties.
Using video on your website and social- media platforms is one of the best ways to demonstrate your expertise to your audience or customer base. Highlight your best products and services while connecting face-to-face virtually. Use video as a method of educating and informing your audience to further position your brand as an authority. This type of content adds value to your offering and inspires customers to keep coming back.
5. Drive retention with a loyalty program
The most-effective loyalty programs will align customer incentives with brand values. For example, if your business is known for making products out of recycled plastics, you might also give a charitable donation to Rainforest Alliance for every purchase made. Not only does this make your customers feel good about spending money with your brand, but it also helps them align their own values with your brand. Connections based on core values makes very strong relationships that keep customers coming back again and again.
6. Reward engagement with your brand
Marketing strategies that rely solely on “spend and get’ incentives lose steam eventually as the competitive market drives your customers to find better deals elsewhere. That’s why creating a community around your brand and focusing on relationship management are more-effective strategies.
One of the best ways to drive connection is through engagement-based loyalty programs. Create meaningful connections with your audience members by inviting them to attend events, complete product reviews, share marketing materials, engage in social-media campaigns, and more. Getting audience members involved in your brand will make them feel a sense of ownership of the brand and that they have some say in its trajectory. The fact that your brand values their opinions and involvement makes them feel valued and want to give back by continuing to support your company.
Rebuilding brand loyalty and trust after the last few years of chaos in the market will help your business and customer base feel like they are standing back on stable ground. Your ability to capture and hold onto the attention of your target market will depend heavily on your success in cultivating recognition, creating relationships, and building community. Some of the best strategies for doing this are brand consistency and loyalty programs. By investing in these areas now, you will be creating a space where your customers feel comfortable and will want to keep coming back. And don’t forget, you can always take advantage of the services of a virtual-assistant agency or social-media marketing firm that specializes in helping small businesses grow. Investing in branding support can catalyze your business growth.
Lauren Gall and Melanie Ammerman are co-founders of VaVa Virtual Assistants (VaVaVirtual.com), a boutique virtual-assistant agency that seeks to connect growth-oriented business owners with high-performing virtual assistants, or VAs.
Report: 53% of N.Y. small firms worried about closing this year due to inflation
A recent survey report finds 53 percent of small businesses in New York state expressed concern that if inflationary trends don’t improve, they could shutter by year’s end. That’s the third-highest rate of worry among the 50 states, with only small firms in Illinois and Colorado more concerned (54 percent each), Nationally, 47 percent of U.S.–based small
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A recent survey report finds 53 percent of small businesses in New York state expressed concern that if inflationary trends don’t improve, they could shutter by year’s end.
That’s the third-highest rate of worry among the 50 states, with only small firms in Illinois and Colorado more concerned (54 percent each), Nationally, 47 percent of U.S.–based small businesses said inflation could potentially be their undoing by year’s end.
The data comes from Alignable’s “Q3 2022 Road To Recovery Report.” It’s based on a poll conducted among 3,564 small-business owners from July 9 to Aug. 4, along with historical data from 675,000 small-business owners surveyed since March 2020.
Alignable is an online referral network for small businesses with more than 7 million members across North America. The organization established a research center in early March 2020, “to track and report the impact of the coronavirus on small businesses, and to monitor recovery efforts, informing the media, policymakers, and our members.”
One of the biggest reasons for worry comes down to this statistic: 91 percent of small companies reported higher costs for gas, labor, supplies, or more, but only 61 percent have been able to charge customers more to cover those expenses.
More than three-quarters of small businesses queried by Alignable said the cost of supplies and inventory are more than 10 percent higher than before COVID, with 39 percent saying those costs have jumped more than 25 percent.
Further details about the poll findings are available at: https://www.alignable.com/forum/alignable-road-to-recovery-report

Pathfinder Bancorp adds Crawford-Hamlin, Allyn to board of directors
OSWEGO — Pathfinder Bancorp, Inc. (NASDAQ: PBHC) has added Meghan Crawford-Hamlin and Eric Allyn to its board of directors. Crawford-Hamlin is president of institutional sales at BHG Financial, where she oversees the sales strategy for BHG across bank partnerships and strategic partners. She leads a national sales team focused on growing premium revenue and enhancing
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OSWEGO — Pathfinder Bancorp, Inc. (NASDAQ: PBHC) has added Meghan Crawford-Hamlin and Eric Allyn to its board of directors.
Crawford-Hamlin is president of institutional sales at BHG Financial, where she oversees the sales strategy for BHG across bank partnerships and strategic partners. She leads a national sales team focused on growing premium revenue and enhancing the experience for clients while driving sales strategic partners. Since joining BHG in 2015, Crawford-Hamlin has generated and serviced relationships with hundreds of community banks nationwide, personally managing the sale of hundreds of millions of dollars of financing. She is active within the banking industry, serving as a member of many state and national bank associations such as the American Bankers Association, as well as the Independent Community Bankers Association. Crawford-Hamlin has a bachelor’s degree from Bucknell University.
Allyn is the former chairman of the board of Welch Allyn, Inc, which was sold to Hill-Rom in 2015 and is now part of Baxter International. Today, Allyn is managing member and chief investment officer for 50 State LLC and serves as a trustee to over 76 family trusts. In addition, he is founder and managing partner to two private investment funds, which he has managed since 2011. Allyn also sits on the board of Health Care Originals; serves as LP advisor to Armory Square Ventures; is part of the Upstate Medical University Council; and serves on the board of the Allyn Family Foundation, where he has chaired the Investment Committee since 2008.

Allyn is a frequent speaker nationally and internationally on the topics of family business governance, family enterprises, philanthropy, and investment management. He received his bachelor’s degree from Dartmouth College and earned his MBA from the University of Virginia.
The pair was added to the board, effective as of the May 13 Pathfinder annual meeting.
“We are honored to welcome both Eric and Meghan to Board of Directors,” Chris Burritt, chairman of the Pathfinder board, said in a July 6 news release. “Both Meghan and Eric are dynamic and experienced leaders. Their collective expertise in vital growth, innovation and development will prove to be an invaluable addition to the Board, our senior management team and the bank’s strategic initiatives and overall success moving forward,” Burritt concluded.
Pathfinder Bancorp is the parent company of Pathfinder Bank, a New York State-chartered commercial bank headquartered in Oswego. The bank has 10 full-service branches in Oswego and Onondaga counties and one limited-purpose office in Oneida County.
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