Branding Basics

This article was adapted from The Basics of Branding, by John Williams: https://www.entrepreneur.com/article/77408

Understand this critical business term and how to establish your company’s brand.

Branding. You know you need it. Whatever stage of your business’ scaling, you know that branding is one of your highest priorities. You know that from retail to B2B, your edge over increasing competition requires an effective brand strategy. But why? And what is branding?

Well, it’s your promise to your prospect, letting them know what they can expect from your product and service. Your brand sets you apart from your competitors. It’s who you are, who you’re becoming. Crucially, your brand is who — and what — everyone thinks you are.

So who are you? The innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can’t be both, and you can’t be all things to all people. Your brand should be based to some extent on who your target customers want and need you to be.

Your logo is the foundation of your brand. Your website, packaging and promotional materials should integrate your logo and will thus communicate your brand.

Brand Strategy & Equity

Your brand strategy is everything about communication and delivery of your brand messages. Where you advertise is part of your brand strategy, as are your distribution channels and your visual and verbal communication.

Consistent, strategic branding leads to a strong brand equity, the added value brought to your company’s products or services that allows you to charge more for your brand than what identical, unbranded products command. The most obvious example of this is Coke vs. a generic soda. Coca-Cola has built a powerful brand equity, so customers will pay more for its product.

Perceived quality or emotional attachment often adds intrinsic value to brand equity. For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, the successful famous-athlete-attachment branding strategy sells the shoe more than the shoe’s features do.

Defining Your Brand

Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. You definitely need to answer these questions:

  • What is your company’s mission?
  • What are the benefits and features of your products or services?
  • What do your customers and prospects already think of your company?
  • What qualities do you want them to associate with your company?

Do your research. Learn the needs, habits and desires of your current and prospective customers. And don’t rely on what you think they think. Know what they think.

Defining your brand and developing a brand strategy can be complex, so consider leveraging our expertise at Concept2Completion.

Once you’ve defined your brand, how do you get the word out? Here are a few simple, time-tested tips:

  • Get a great logo. Place it everywhere.
  • Write down your brand messaging. What key messages do you want to communicate about your brand? Every employee should know your brand’s attributes.
  • Integrate your brand. Branding extends to every aspect of your business — how you answer your phones, clothing worn on sales calls, your e-mail signature, everything.
  • Create a “voice” for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
  • Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
  • Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don’t need to be fancy; you do need to be consistent.
  • Be true to your brand. Customers won’t return to you — or refer you to someone else — if you don’t deliver on your brand promise.
  • Be consistent. This point involves all of the above and is the most important tip of all. If you can’t be consistent, your attempts at establishing a brand will fail.

Want to know more? Let us hear from you. We’re happy to help!


Modern Branding for the Digital Age

Concept2Completion or 480-886-8066

Find out more here: https://2completion.com

2018 – Protect Your Brand, Project Your Brand


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3 Tips for Better Branding

This article was adapted from The 3 Secret Ingredients of an Award-Winning Brand, by Samual Lundquist.

Buck the trends of building a business, and find yourself on the path to a strong brand. Veering from tradition, you can make risk your friend and appeal to a more niche audience.

Stan, whom you’re about to meet, had to buck the trend to give his brand the initial boost crucial to his product’s success. Take a look at how clients with Concept2Completion have found the perfect branding ingredient for their own customers’ palette.

Behind every great design is an even greater story. Today we’d like to introduce you to Stanley Chase III, founder of Louisville Vegan Jerky Company, a boutique snack product based in the heart of Kentucky.

Stanley Chase is a vegan. Well, sometimes. He’s on and off about it, but being the odd man out is kind of his thing.

“I’ve always loved disruptive things. I’ve been like this since I was 6 years old.”

Daring to be different is in Stan’s DNA, and it’s at the heart of Louisville Vegan Jerky Company, the two-year-old, meatless fad that can now be found in shops all over the country.

We know what you’re thinking. Vegan? Jerky? Really now? This writer said the same thing, but one taste got me hooked. Stan says others needed a little convincing. Here’s how he turned his wild idea into an even quirkier brand. That brand has become the premier vegan jerky that has both meat-eaters and vegans alike drooling.

All it took were three special ingredients.

Ingredient 1: be weird

If folks are going in one direction, sometimes it pays to go in the other.

At 27, Stan took a right turn from his job as a graphic designer in Philadelphia and jumped headfirst into a job as a cook at a well-known vegan hotspot, where he began to perfect his no-meat cuisine. At the suggestion of his boss, he started dreaming up his own restaurant idea: a trendy new food truck with an all-vegan menu. He called it “Morel’s” (just like the mushroom).

A few months and a move to Kentucky later, Stan took his dream idea to Kickstarter. This was a weird idea for his community (his was the state’s second Kickstarter campaign ever), but he raised over $13,000 to get Morel’s up and rolling. In an old truck outfitted with new culinary tech, Morel’s hit the Louisville streets at the brink of food truck mania, serving up banh mi hot dogs, buffalo seitan wings and all sorts of gourmet fries.

Stan was a vegan superstar, building an all-new brand in the heart of barbecue country. Now that’s weird.

Ingredient 2: find your recipe

Building a brand takes time. You might not get it right on the first try. Or the second. Or the third. Give yourself the freedom to try new things and discover what works with your audience.

Now, captain of the hottest vegan-mobile in town, Stan wanted to give his hungry audience something new: vegan jerky. Together with his brother, he invented “What a Jerky!” a silly, no-meat jerky brand that they sold at farmer’s markets, coffee shops and tasting fairs. On the front of each bag was a well-known “jerk” from history (think: Judas and William Shatner).

Stan and crew loved it. His audience didn’t get it.

“At fairs, people would get up in our faces about it. Obviously, you can’t please everyone, but you still need to sell, ” he says.

What a Jerky! was a brand built for Stan and his brother. It wasn’t made for their audience, and they knew they wouldn’t last without their audience.

Around the same time, Stan was researching new ingredients for his jerky. A friend introduced him to sorghum, a special kind of sugar that happens to be a Kentucky cash crop. He found a supplier and then discovered that most of the ingredients he needed were right in his backyard.

That’s when it clicked: why not make the brand all about Louisville?

Stan rebuilt What a Jerky! into the Louisville Vegan Jerky Company, a brand that showcases the very best local, Kentucky ingredients alongside the region’s most memorable characters. On every package is the image of a famous Louisvillian: Pete Browning, the first baseball player to get a personalized Louisville Slugger; Enid Yandell, a world-famous sculptor, and activist; Tod Browning, director of the film Dracula; and, of course, Stan’s mom.

Stan found his recipe — a quirky, yet personal brand that his audience could easily connect with.

Ingredient 3: get cookin’

A new brand needs a new look, and that’s when it’s time to start working with the professionals.

Fortunately, Stan already had a leg-up on his competition: a self-taught background in graphic design for things like posters, flyers, and menus for restaurants and bars. That experience gave him the tools he needed to bring to life all of the visual ideas he had in his head.

If you can project your taste onto your product, chances are you’ll attract the same kind of people.

Because he wanted to position his brand as quaint, quirky and thoroughly Kentucky, Stan went old-timey with his look, too. He imagined an “apothecary” style for his packaging, a simple and uncluttered design that looks just as good now as it did way back when. Just like his own product, art and goods of this era were largely handmade with care by real people. It was the perfect way to capture the history of Kentucky, while also being on-point with the latest design trends.

Winning packaging design by Mj.vass

After a $5000+ quote from a local designer, Stan turned to 99designs to transform his vision into reality. With strong creative briefs that offered extensive concrete direction, he was able to get fantastic design options that were on-point in a matter of days.

Now he has packaging that folks love. It’s weird. It’s different. And it’s something his customers will never forget.

“I want Louisville Vegan Jerky Company to be synonymous with vegan jerky,” Stan says.

With a strong brand and a polished design, he’s already well on his way.

Beyond Louisville

Since launching in 2012, Stan and crew have catapulted Louisville Vegan Jerky Company from a local snack fad to nationwide success.

“We just found out folks in Portland, Oregon discovered us. And the band Arcade Fire just emailed us. All they knew was that Louisville was where vegan jerky comes from,” he says.

Now that the brand has taken off, Stan is already in the middle of a design revamp. He wants to make the product even better for his customers, but also make sure it’s still instantly recognizable on the shelf. Remember, he always has to be different. And that’s his advice for any small business.

“In the very, very beginning, the most important thing is finding something that makes your product original.”

It’s the secret recipe to success.

Want to know more? Let us hear from you. We’re happy to help!


Modern Branding for the Digital Age

Concept2Completion or 480-886-8066

Find out more here: https://2completion.com

2018 – Protect Your Brand, Project Your Brand

This article was adapted from The 3 Secret Ingredients of an Award-Winning Brand, by Samual Lundquist.


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Establish Credibility Through Website Design – Run a Checkup Today

Establish credibility through proper web design
The easiest way to establish digital credibility is through modern website design

Commitment to modern website design is important because our goal is to build trust with our visitors and prospective customers immediately. Mobile responsiveness and a modern look affect whether a visitor takes the next step to contact our organization, make a purchase or move on to the next website. (Tip: if bounce rate is high, then we have a problem.)

Website modernization is a must today, and visual credibility matters – just like the way we dress and smile, our landing page matters for a first impression.

According to a Stanford study on web credibility, credibility is “perceived trustworthiness + perceived expertise”.

So why is establishing credibility through website design so important?
Our websites are frequently the first stop for a prospective customer.
Visitors simply want to know, “can I trust this business?” In other words, is this company up to date? This question is at the forefront of the minds of prospects when they arrive at our website via search engines, directories, or social media.
The credibility of our site has a direct impact on our bottom line and our ability to generate leads and sales.

It is up to us to take the necessary steps to ensure that we are creating a website design that makes users comfortable enough to consider doing business with us. We should be committed to building a site that shows our business is trustworthy.

There are Four Types of Credibility
Presumed credibility – a belief based on general assumption, e.g., we see a .org website and believe it is a non-profit or charity. We count it as trustworthy. What would we think if we were sending messages to an AOL email address? The company comes across as less credible.
Reputed credibility – a belief based on someone we view as authoritative or credible, e.g., Gary Vee’s recommendation of a product. Or someone tells us of a bad experience with a company, and we are less likely to view that company as credible.
Surface credibility –a belief based on our first impression, e.g., a website design that looks professional is credible, but a website that looks confusing comes across as less reliable.
Earned credibility – a belief based on experience with the site, e.g., a website that is easy to use increases credibility. A website with broken links is less credible.
Let us run a digital and website design review of your site. It’s free. Just fill out the contact form on your site, and we will connect.  https://2completion.com/to-get-started/

In the meantime, let’s start with some simple fixes and easy suggestions:

List a physical street address on our website

A physical street address on our website helps establish our trustworthiness, not just for our website visitors, but to search engines as well. A physical address tells visitors that we are a real, established business, giving them peace of mind when doing business with us. The ideal place to list our physical address is either in our website’s footer at the bottom of the site, or on a dedicated contact page.

Make our phone number highly visible (above the fold)

A prominent phone number on our website not only tells our visitors that they can reach us, but it also shows them that we want to connect. Modern and mobile design allows for visitors to tap the number and make the call. No writing or memorization. Place the phone number at the top of our website. Period. The key is to make contacting us always easy for our website visitors, prospects and customers.

Use third-party-verified trust seals

Trust seals are especially necessary for websites that collect sensitive information such as credit card information. A trust seal tells visitors that our website is legitimate and a third party has verified it. Hacking of data is becoming an increasingly severe problem for businesses of all sizes. Trust seals make it easier for customers to hand over sensitive information knowing that we are taking extra steps to secure our website.

Ensure our website is visually appealing – THIS IS HUGE

A study by the University of Melbourne shows that “prettier websites gain trust.” This is further backed by a study by One Poll that found that “70 percent of people claim they would not buy from a company with a badly designed site.”

This statistic is real; we can just look at our google analytics bounce rate to prove it.

Include testimonials

Testimonials and reviews are a critical factor in the prospect’s buying decision. A study by BrightLocal found that 88 percent of consumers trust online reviews as much as a personal recommendation.  “72% say that positive reviews make them trust a business more.” Ask current customers to provide feedback and testimonials. Testimonials and reviews make great sales messages. An active testimonial shares a relatable or similar experience a prospect may be having and how we fixed it. Our testimonials will be more effective if we include a photo of the customer, or include their testimonial in a video. (The video is king, but that is for another post.)

Publish our privacy policy and terms of use

Adding our privacy policy and terms of use onto our site demonstrates transparency to prospective customers. Our privacy policy lets our website users know what information we collect when they visit our site and what we do with that information. Our terms let prospective customers know the parameters of doing business with us. If our website requires an email address for newsletter signup or white paper downloads, it is a good idea to link to our privacy policy from the form where we collect their information.

Highlight professional affiliations and memberships

Do we belong to any professional organizations recognizable in our industry? If so, highlight our professional affiliations and memberships by displaying their logos on our website and linking to their site. By aligning our company with other well-respected brands, we can boost our reputation, credibility and trust.

Put a human face on our business

Pictures of our team members on our business website help prospective customers get a better idea of who is behind the company and adds a personal touch. However, don’t overdo it. Beer drinking ping pong is so 2009.  Keep the photos professional and sprinkle in a little fun.

Consider publishing a guarantee

Guarantees make it very easy to persuade prospective customers to do business with us. It sets us apart from our competitors and lowers the risk for the prospect. Offer our customers a guarantee such as a refund, or a lifetime warranty on satisfaction of product or service.

Show social proof

Do we have social media accounts with sizable followings? Create instant credibility by publishing social media feeds on our website that show the number of followers we have.

Highlight press

Have we been featured in notable news or industry publications? Contributed to any? Brag about all media coverage of any prominence. Create a press page or highlight the press logos on our website to boost our credibility. Press mentions demonstrate expertise.

Keep our website content updated

Have we been to a website where the information is outdated? Expired promotions or event dates still appear on the site? Or yesterday’s content still exists? This does not reflect well. Ensure that we are doing everything we can to keep our website content fresh and updated. Make it suitable for our visitors and search engines.

Keep good company

Websites that we link to from our site can affect our website’s credibility. Ensure that we are keeping good company by paying attention to the places we link.

Improve our website load time

Websites that take a long time to load give the wrong first impression. According to the NY Times impatient web users flee slow loading websites. A study by Kissmetrics found that “47% of consumers expect a web page to load in 2 seconds or less, and every second we shave off of load time will tend to boost customer confidence and trust in our site.”

In conclusion, Fogg says, “to improve the credibility of our website, find what elements our target audience interprets most favorably and make those elements most prominent.”

We hope you use this valuable checklist to maximize your website design’s credibility.

Planning an update or website redesign?  All of our packages include branding strategy.

Call us at 480-886-8066, or email at Concept@2completion.com.

Find out more here: https://2completion.com
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2018 – Protect Your Brand, Project Your Brand

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Master the Art of Repurposing Content

This article was adapted from Mastering the Art of Repurposing Content, by Amy Wright.

Your body needs a regular supply of nutritious food and exercise to thrive, and your website needs up-to-date, quality content so it can help you build a thriving business.

At Concept2Completion we know that planning, creating and maintaining top-notch content takes a lot of time. It’s why clever marketers strategize for the content they create: they learn how to repurpose in order to extract maximum value from their work.

Here are some notes on how you can do the same.

What is content repurposing?

Let’s start with the basics. You repurpose content when you take content you’ve already created and change it, so it suits a different goal.

You spend countless hours crafting content that’ll build trust with your audience. You research topics and carefully design each piece to educate your readers and encourage them to explore what you offer. So why leave all that work to gather dust?

Content repurposing involves repackaging information from one piece of content to appeal to a different audience, to make a different statement, or to give a different insight. This leads to more resources for your customers and expands your reach, with less work.

Why should you repurpose content?

Repurposing content is efficient – and that might be all the justification you need. But there are other (arguably more important) benefits.

Content marketing is all about giving your customers the information they need when they need it. But the type of content they need will vary based on their personal preferences, and what they want to learn in each stage of their buyer’s journey.

If you share too much during the early stage of the buyer’s journey, you can overwhelm your customers. If you share too little, or if you present the information in a way that doesn’t resonate with your audience, they’ll look somewhere else for answers.

For example, early in their journey the buyer may notice they have a problem, but may not be seeking a specific solution yet. This is when educational content is useful: provide them with what they need to know and point them to where they can learn more.

As the seeker progresses, they’ll look for solutions. At this point, you can cover the same topic in a different way. Perhaps you’ll compare the various methods for resolving their problem in a detailed guide. Although you’ll use some information common to both pieces, the presentation will differ based on the buyer’s need.

Everyone is different. Some people like to read blog posts, while others prefer podcasts or webinars. Repurposing content into several formats will enable you to reach people with varied consumption preferences. The educational content I mentioned above, for example, could be a blog post, but with a few tweaks, it could become a podcast or a video.

Repurposing content enables you to:

  • Build a more comprehensive and diverse collection of content.
  • Expand your reach to a wider audience.
  • Meet the needs of your customers with the information they seek at different stages of their buyer’s journey.
  • Develop a more efficient and scalable content operation.

How to repurpose content

Content repurposing opportunities are everywhere. And the best part is that you can start with the content you already have.

Here are some ways you can begin repurposing content today.

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Brand and Sales Growth Depends on Testimonials

Her testimonial is swaying power.

Nearly all consumers now use product and service reviews to decide on their online purchases.1 Positive reviews build trust and grow loyalty. They’ve become indispensable to your organization’s branding and marketing strategies.

According to Merriam-Webster, a testimonial is “a statement testifying to benefits received; a character reference or letter of recommendation”. You have to communicate beyond the bells and whistles of your products and services to leverage the effectiveness of the testimonial. Your prospective client wants help imagining your product’s role in their solution.

Your prospect needs stories. Why? It’s about giving them someone to identify with, who’s used your product or service, so they can make the connection and cross over. Your reader is looking for a reason to buy (or they wouldn’t have dropped in), and most people are strongly motivated by someone else — someone like them in some significant way — who has experience with you and what you offer. Every good story features a hero, and that’s most often you, in testimonials. The testimonial is written from the perspective of the character you saved from demise or helped to become the hero in their own story. What’s more compelling than that? Make sure it’s okay with that happy customer that you share their story, and that it wasn’t a private fist bump.

The third-party perspective overcomes skepticism. Let’s say your ecstatic customer isn’t someone your prospect relates to very much as, say, a Princess Buttercup, or a Gotham resident. Okay, even if you don’t get to be Westley or Batman, you’re still not the fact-spewing salesperson. You shine yet because objectivity increases in their eyes via the testimonial’s third-party nature. Otherwise, HR departments would just let you write your own letters of recommendation — wait, what? Don’t even. If you’re bothering to learn what it takes to start strong and solid, and thrive by helping others thrive, then build this third-party objectivity into your word-of-mouth advertising that you channel into your website and brochures. The testimonial writer’s words provide utter authenticity. Speaking of which…

Authenticity warms your prospect to the facts. Like a sales script on a cold call, your sincerest account of the facts, benefits, and applications of your product and service can provide you the secure feeling that you’re prepared for your web-shopping potential clients to discover your online presence. If you do that part very well, congratulations on getting your reader to want to know more. But she is savvy and seeks someone else’s testimony that verifies those facts, someone who has experienced those benefits. She respects herself enough to demand that you respect your business and its trajectory enough to provide her with authentic reviews. Authentic testimonials will convince her of your authentic quality, and move her towards the decision to purchase.

Your prospect is on a quest and will consider information from your website, external internet reviews and personal recommendations. Offer products and services of high quality. Publish people’s responses to that excellence, everywhere, to develop confidence before they experience your high quality for themselves. Testimonials will build trust. Eventually, these happy customers will think of you first when it’s time to buy again, or when their friend asks for a recommendation. They’ll be adding their testimonials, lending power to sway new readers to make their first purchase — from you.

Want to know more? Let us hear from you. We’re happy to help!


Modern Branding for the Digital Age

Concept@2completion or 480-886-8066

Find out more here: https://2completion.com

2018 – Protect Your Brand, Project Your Brand

This article was adapted from Four Reasons to Use Testimonials in Sales, by By Liz Scavnicky-Yaekle.

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Facebook is like a Cocktail Party

Give People reasons to “like you” on Facebook in Five Simple Steps

When it comes to social media, you want to be the person at the party that everyone wants to be around. This popular person talks with people rather than at them ask folks about themselves and contribute funny or smart insight to conversations. This popular person does not ramble incessantly about him/herself, does not project negativity and issue complaints, and does not bore you with inane drivel.

The popular person at the party knows how to serve her audience.

People use social media for different reasons, and thus there are many valid approaches to interaction. Today’s blog post, however, addresses how to utilize social media—Facebook in particular—to build a following of people that genuinely like you.

Here are five steps to make that happen.

Understand your brand

Only you possess what only you possess. Identify and define what qualities set you apart from others and maximize them. Who are you and what do you stand for? What is your image; what is your look? Compose your persona carefully, and keep it consistent. Any photos, status updates, or shares that you make should be consistent with your brand. Give people consistency and they will remember you.

Serve your audience

Treat FB like a publication—not your diary. Posts must not be self-serving. Self-serving posts are those that serve as outlets for your expression without any concern for the readers’ interest. Examples of self-serving posts may include inane updates about the minutiae of your life, braggadocio, vague-book hateration. Posts that serve your audience, on the other hand, entertain, inform, and inspire reflection. They make people laugh; they make people think. Make no mistake—delivering quality content on social media is an artistic act of creation and composition that requires forethought. Get to know your audience and the things they like, and post accordingly.

Engage your audience

Don’t talk at your audience; talk with them. Compose status updates that encourage interaction. Comment on the posts of your friends in meaningful ways–you will not only build a relationship with that person but will also likely make new friends from that person’s readership in the meantime. Occasionally use your status updates to ask intriguing questions that your readers will want to answer. Give folks an opportunity to tell their stories—everyone wants that.

Be positive

No one likes a complainer. While the hardships in your life are certainly worthy of attention, Facebook is not the place for a litany of woes. Folks visit social media for diversion, for escape–so use your social media presence to make people smile, laugh, and think. Stimulate your audience intellectually or crack them up with jokes—but don’t bring them down with your personal problems. And never use your status updates to trash-talk or call people out–you end up looking worse than the person upon whom you’re throwing shade.

Stay humble

When it comes to badassery, the golden rule is show, and don’t tell. You can think you’re a badass; you can know you’re a badass—just don’t announce it. Instead, allow this badassery to show through your videos, photos, writing. Let your audience judge for themselves. If you are, in fact, a badass, others will see this badassery, and they will announce it on your behalf. When this occurs, a simple “thank you” is always the proper response. In the meantime, big-up the folks you admire. Few things are more attractive than someone who exhibits an appreciation for others.

Apply these lessons and watch your internetting achieve much excellent.

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The Evolution of Social Media for Business

The Evolution of Social Media for Business

A new report from Informate Mobile Intelligence, shows exactly how attached Americans are to their smartphones and their social media networks. According to this latest research, people in the U.S. check their Facebook, Twitter, and other social media accounts a staggering 17 times a day. Good or bad, it is here to stay and if you are serious about telling your story and creating awareness, you must evolve. Since consumers are spending more and more time engaged with handheld media, it is a huge opportunity for new marketing techniques.  However it all comes down to engagement and conversion.

With the Google and Facebook duopoly already representing three quarters of the US online display ad market it’s clear that having a sophisticated strategy for these platforms can set you up well for your overall digital marketing approach. Here are five ways in which even novice marketers should be adapting their strategies going into the new year.

Don’t get lost in the noise, but get out there

In other words, create content that you know resonates with your target prospects or current customer base. Plan your content around your communication priorities and when you need to be in front of your customers.   For example, if you are a pool cleaning company, post about winterization tools in Oct and November. Even better, talk about resurfacing benefits just before the resurfacing season starts. And for the record, your audience is not sitting around waiting to hear from you, so don’t feel like you have to post at scheduled times.  That is nonsense.

Social Media for Business

Plan social media together, but tailor the exposure to the platform

Social media channels have their nuances and their quirks, but they enable advertisers to get their message in front of a wide audience.   Each has a little different reach and consumer behavior. However, posts should delivered at the same cadence across all platforms. This will help create a synergy of the brand.

Adapt content to platforms

Each channel has a different type of consumption and each may need a different content approach.   For small business owners, TV may not be an option and let’s be honest, other local approaches will likely have a higher ROI. For example, Facebook users tend to spend more time on it than other mediums and the right headline can capture interested parties for a longer read.  Twitter, on the other hand, is a great place to deliver a bumper sticker comment with a click through to the post. One is news the other is news lite.

Either way, about 90% of your audience will buzz right by your post, but they will see it.  Make sure you have your brand front and center and at a minimum, capture the impression.

Measure what actually matters

Engagement, shares and likes matter on all platforms.  Don’t focus on conversion to the website or direct sales.  If you are, you are not measuring the true tools of social media, AWARENESS and CREDIBILITY! Interim digital measures are always going to be difficult to compare like for like between channels. Discovering the actual real world results are far more concrete.

It’s all about the content

If you skipped over the rest and only read this, then you are fine! Bottom line, CONTENT is the best tried and true way to create brand connection, trust, credibility, reach, and ultimately influence.  If our consumers find our content valuable they’ll still choose to share it. Concept2Completion are marketers and brand creators.   We love helping business cut through the noise to create content and reach consumers.   The game is changing, let us help you evolve.

Want to know more? Let us hear from you.


Modern Branding for the Digital Age 480-886-8066

2018 – Protect Your Brand, Project Your Brand

Find us here: https://2completion.com

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Personal Branding – In a digital age, you need it!

The sales and especially the marketing landscape has changed. As a marketing or sales professional if you don’t have a defined personal brand, you’re losing the opportunity to stand out and attain higher perceived value in the eyes of your prospects. When you’re competing in the digital age, the element of human connection is so much more valuable. Building and maintaining a strong emotional attachment to your personal brand, as well as your company brand, can mean the difference between winning business with a client and being kicked out the door. The great news is we can develop our personal brand to achieve success.

Building a personal brand is challenging, but extremely rewarding for business and more importantly your personal relationships. In today’s digital playground, it is easy to get lost behind a keyboard when trying to connect and at times the emotional connection can get lost. Creating emotional connections can be an incredible personal brand enhancer, but it takes a little work. Below are a few quick tips for enhancing your personal brand:


It is essential to know why we should always be growing our personal sales and marketing brand.

  1. Aids in creating authentic relationships with other thought leaders
  2. Creates and elevates credibility as an expert
  3. Allows you to expand your reach across multiple channels.
  4. It establishes leadership opportunities.

Consider these 7 tactics to expand your personal brand.

  1. Connect your personal brand with your industry and your company brand.

Think of it as a triangle. If you are in a hot industry or with a well-branded company, you should always draft or ride on top of those waves. For example, as a sales professional with a leading semiconductor company, use that brand and branding to enhance your brand. Create a “halo effect.” Sometimes being in a particular industry can provide instant credibility. It is up to you on whether you maintain that status, but the brand proximity will help.

Keep in mind, it is essential to make your company’s brand position clear and show you are an expert facilitator for the company brand. This is important for staying connected to the company brand and helping the client see the value in the company you represent. It should also be noted that the impression you make in person should match how you promote yourself online.

  1. Be Sincere

Personal branding takes effort and integrity. It must be consistent. When you provide a personal brand promise, you can help your prospects feel comfortable opening up and listening to you. This authenticity can create personal connections and trust. Help your contacts by being upfront about some of your personal interests, so people will see you have something in common. Don’t be afraid to talk about some of your unique or specific interests. If you love shooting, gardening or have a background in athletics, you should share this. Those are things that tell others who you are.

  1. Identify What Makes You Unique

What is your why? In other words, what do you love and where is your talent? Think of someone you consider a thought leader in your industry? Why do you admire them? Now, what makes you a thought leader in your industry?

The things that make you valuable in your career should be the focus areas of your personal brand. Your audience will perceive you the way you initially present yourself. Half the battle of personal branding is believing what you know about yourself. An authentic brand is real and can’t be faked. Be a storyteller. Share stories about how you have helped others with your unique talent and always be humble.

Another way to build your brand is to find opportunities to speak at events or write blogs for online publications and LinkedIn.

  1. Utilize Social Selling

Social selling is a must for any sales and marketing professional.

75 percent of online Americans said product information found on social media influences their shopping behavior and enhances brand loyalty.

For any professional and primarily sales and marketing professionals, a personal brand must be mirrored in both digital and physical space. Your social channels are especially important because these are the places where new contacts or clients who haven’t met you yet get their first impression. A significant opportunity is making sure we are using the same profile pic on all social media channels. Another key is capturing recommendations of former and current clients as well as coworkers and supervisors.

Many LinkedIn users have profiles that are focused on attracting recruiters. It is essential to tailor our LinkedIn brand as a client-facing profile. Even if you are searching for a new career, a profile that builds your personal and business brand is more important. Remember where we talked about alignment with your company brand? LinkedIn is the primary location for the execution of this strategy.

  1. Get Involved In Your Community

Another excellent way to build your brand is to humbly let our network know about any philanthropic activities you are a part of. Giving back to something more than you are healthy regardless of your personal brand presence. Volunteering also provides an opportunity for storytelling and finding connections. Be active and make friends.

Here is a link to finding a local charity where you can volunteer. #getinvolved

  1. Promote the entire team when marketing or selling

Gone are the days of the sales and marketing maverick, or the road-warrior loner. Today we incorporate a tremendous amount of sales support when completing a strategic marketing play or sale. We should be advocates for the team and use this as an opportunity to extend their brand. Remember a rising tide raises all boats. So don’t just talk about what “YOU” can do for a client, talk about what “WE” can do and why we do it.

The team will notice, and if it is authentic, the team will advocate for one another enhancing your entire group brand and increasing the brand equity for all.

Clients will notice this as well.

  1. Make Human Connections

Having a reliable personal brand connects you with relevant people and allows you to form valuable relationships with them—for both sides. The secret to sales success really does lie in the human connection.

People do not buy things, they buy from people

We would love to learn about your personal brand. Reach out to us at Concept2Completion

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The Importance of Online Reputation Management

With a growing social media presence from businesses, maintaining a positive online reputation is so important for brand’s image and credibility. Google My Business and third-party review sites such as Yelp play an important role on a customers purchasing decisions. In addition, more digital marketers are starting to focus on online reputation management (ORM) because of the impact it can have on a company’s success.

Neil Patel is pretty clear, an effective online reputation management process has the potential to increase sales, build trust and credibility, improve your SEO ranking, recruit new employees and more.

Studies show that 92% of customers are more likely to purchase a product or service after reading a positive online review. Also, positive reviews can act as testimonials during lead acquisition.

On the other hand, 50% of negative reviews make customers question the quality of the business. If you are a business receiving negative online reviews, HOW you respond is critical. It’s important to show off your great customer service here, and who knows they might even change their rating. We recommend responding with a personalized apology to address the issues and concerns the customer has.

Also, try to remember that it’s important to listen to your customers’ complaints so your business can learn and develop.

Online reputation management is ongoing and ultimately involves commitment and expertise. While the task seems daunting, it can have a tremendous payoff for businesses of all sizes.

We would love to provide a free online footprint review.

Reach out to us at https://2completion.com

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Why you NEED Video in your Marketing Strategy

Video is at the top of the food chain for the most engaging type of content.

Video is a 2 for 1: a combination of audio and visual senses; and our brain LOVES it. Studies show that viewers retain 95% more of a message when watched in a video compared to 10% when read. In addition, 93% of communication is non-verbal and imagery has the power to connect to views both cognitively and emotionally.

Video vs. words

Video is a game-changing marketing tactic because it grabs your target audience’s attention, improves your SEO ranking and converts prospects through the funnel. Further, video builds trust with consumers and encourages social media shares. Marketers also have the capability to track performance through video engagement analytics.

Choosing the appropriate type of content for your brand’s video marketing depends on your strategy. A few types include: customer testimonials, demonstration videos, explanation videos, and personalized videos.


  • Assign who will be creating the content
  • Determine what your video content will accomplish
  • Outline the primary video topics
  • Establish where the content will go live
  • Determine how performance will be measured

If you’re ready to join the 87% of marketing professionals using video as a marketing tool, reach out to us at https://2completion.com

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