Frequently asked questions that our clients often have, answered coherently and easily in one page!
FREQUENTLY ASKED QUESTIONS
THE BASIC PROBLEM WE SOLVE
The basic problem we solve for your business is the perception problem. People don’t buy rationally, they buy emotionally and the most successful companies in the world use this to their advantage - who says you can’t? People buy the least risky option, not the lowest price. What we do for you is form the perceptions of your marketplace to favor your business goals, and we do it through intentional design, and brand strategy.
DESIRE vs. PRICING
The only time pricing comes into the conversation is when price is contrasted against your competition. Paying $50,000 isn’t expensive, nor is it cheap because it is relative to the thing you’re buying. For instance, buying a brand new mansion for $50,000 is incredibly cheap. However, spend $50,000 on a hamburger and people will most certainly call your sanity into question. So pricing is relative to the value being delivered.
Now, what happens if you’re the only one that delivers that value your prospect expects? What if you answer their problem exactly how they want it answered? Isn’t that worth more? Nobody wants to spend anything. Rather they think "This problem is nagging me, and I need a solution quickly". When you shift to desire thinking, you become extremely valuable!
This is why a UX design focus to messaging is so critical for your business. Your brand must go towards answering the problem, not engage in a race to the bottom of who’s the cheapest. The client isn’t looking for cheapest, they’re looking for the best solution, and if there are multiple options they pick the least risky option.
The fact that they can afford it should be the “sugar on top”, not the differentiator. When you shift your focus to actually deliver quality service to a customer looking for a solution, you’re in the business of delight. And the brands which provide delight to their users are the brands that dominate.
Success is what happens when your brand focuses on coupling meaningful brand values with brilliant UX design.
WHAT IS UX?
User experience (UX) is more or less self-explanatory, but it never ceases to amaze how little attention is often paid to it. Controlling your user’s experience from discovering your brand, surfing your website, finding you on social media, interacting with your staff, buying your offering and so on is the most important thing you do!
Most of our clients used to run their businesses on a fulfillment ideology, not on client experience ideology. Running your business on fulfillment of orders is a recipe for stagnation, and is a great way to ensure your business will fail! It’s just true, people want experiences, and if you provide a poor one, why on earth would they ever pay money again for that? Would you?
Running your business on a fulfillment ideology leaves you no room for improvement, or controlling how awesome your customers feel when they shop with you. They will not come back, and we can almost guarantee that every single time! It's that important! Ultimately the question of user experience comes down to this;
Which is easier? Getting a new client, or providing delight to an existing one?
WHAT IS A BRAND?
Here's how we define it - a brand is a recognizable provider of a solution to somebody's problem. So, based on that definition, your brand can be your name, and often is, your DBA (doing business as), your LLC, your clothing line, your musical act or band, and so on and so forth. If you are a recognizable provider of a solution to a problem for somebody, you are a brand. The question that remains is if you actually exist to anyone but your friends and family.
What good is providing a solution to a problem for somebody, if nobody knows you exist? And that's where we come in! The reason we have such wild success with our clients is not because we have some magic pixie dust that we bought from Grindelwald. It's because we understand the fundamental problem of branding so well, and we solve the problem so well.
WHAT IS BRANDDNA?
We are so excited about this system! BrandDNA came about as our own company was struggling to resolve issues internally. We needed a system, a way of understanding what we do, how we do it, who we serve, what their needs are, how we need to speak to them, and so on. BrandDNA was born, and it transformed CEG! So we thought, why not bring this amazing system to other companies needing that emotional and mindset reboot? BrandDNA is an incredible system for solving the stagnation problems of your business, and we’d like to show you its power.
It is a transformative system for the mindset of the business owner, a shot of caffeine to the vision of the entrepreneur, and rocket fuel for the emotionally drained, exhausted visionary that has slaved away for years on their business. This system so profoundly affects how you understand your business, your services, your products, who your dependable core is and how you provide great experiences to your customers, that after BrandDNA your business will be reborn! We’ve seen it happen so many times, it’s beautiful!
It is a massive shift in how you talk about, understand and market your services. Everything will change! We're seeing year over year growth of 125%-300% after just BrandDNA alone! It is the most valuable thing we offer.
WHAT IS BRAND ACCELERATION?
Our Brand Acceleration package is a monthly subscription that allows us to dedicate predictable resources to amplifying your brand and increasing your lead generation month after month. This plan is a strategically oriented advertising effort. The main focus of Brand Acceleration is to run your lead generation engine, allowing you to concentrate on the sales aspect, and ultimately the fulfillment engine of your business.
We create campaigns by designing their message, building and fine-tuning audiences, and reliability create engaging content that brings about measurable change in your lead generation. We also manage your online presence and constantly find ways to improve it, do things that your competitors are not doing, and learn what is working well so we can do more of it. We regularly see a minimum of 4x ROI and as high as 10x on our Brand Acceleration package - so, to say that this offering is a brilliant investment is an understatement!
WHAT IS BUSINESS INTELLIGENCE?
Business intelligence is rich data analytics and reporting regarding your business. This data comes from multiple sources such as your POS (point of sale), social media, website analytics, independent analytics, market research studies, campaign data among many other sources. We use these rich data points to understand where your brand actually is, and often times this data tells a different story than the business owners do. We're not usually called in to fix successful brands, and most of the time we find that the culprit of most business problems is that what the data says and the owners think are completely different.
We fix that! This is why it is so important to base brand performance on rich data, and that's what we do from day one. No guessing, no shots in the dark, no failed attempts - just iterative, measurable improvements over time. We act only when we know where it's broken, and why it's broken, and when you do that you don’t leave missed opportunities on the table.
WHAT IS CLIENT DESIRE?
Client desire is the thing that drives your sales. People buy stuff because they feel it has value. And something is only of value if it provides a solution to a problem. In fact, it is the reason why you're here reading our material right now. You desire a solution to your branding, UX, and lead generation problems, and there are indicators that we can fix that, so you’re reading.
Let's face it, your client comes to you after they realize that they have a need, not before. Answering your client's desire for solutions to their problem is what your focus should be on, because they wouldn't be on your website, social media platform or in your physical store if they didn't desire what you offer.
We believe that understanding client desire is in the top three most critical things you should concentrate on. We help you understand your clients’ desires, and craft a message that influences them to act on your offer because it solves their problem - and that’s valuable to your prospects.
WHAT IS BRAND MESSAGE?
Your brand message is essentially your resume. It's what you do, how you do it, and why you do it well. That's it.
However, a well crafted brand message is fundamentally based in your ideal client's desire. If you can craft a great message to your ideal client which has an existing desire for your solution, then you will sell your product with zero sales effort.
How can this be? The answer is simple. You're solving a problem, and people want solutions. Those people can be your clients if you have your ducks in a row, and that's exactly the problem we solve for you. We get your ducks in a row so that when you message your ideal client, they respond with enthusiasm because they've found a solution to their desire.
Think of it this way - "The purpose of today's company is to create clients, not products". It is very difficult to sell useless products, but it is effortless to sell great solutions to existing client desires. And the message you use is everything!
WHAT KIND OF CLIENTS DO WE WORK WITH?
With most of our clients we usually get plugged into a new industry allot of the times. We have done work in a wide sampling of B2B and B2C industries. Examples of our clients include multiple car detail and maintenance brands, several home improvement service companies with various concentrations, technology startups, YouTube influencers, and others. With each entry into a new industry we learn valuable patterns of behavior of consumers and we pick up incredible value that allot of the times applies for our other clients.
The benefit of this wide ranging expertise comes as added value to what we will do for your brand.
WHAT IS AN AD CAMPAIGN?
An advertising campaign is an online promotional campaign which our creative team crafts for a variety of different advertising platforms like FaceBook, Instagram, YouTube and others. An ad campaign usually starts with brainstorming to discover the target audience for your service, the message we want to deliver to that audience, and a crafted call to action which engages your audience and results in qualified leads. Lead generation is the intended result of every campaign we run.
We then create the appropriate content, whether motion picture content, photography, audio, graphics of various design or a combination to deliver your message, and encourage engagement from your target audience. As a part of the ad campaign, we incorporate market research and business intelligence which enables us to be as effective as possible with your campaign by spending marketing dollars where it makes the most impact.
We don't subscribe to the idea of chasing two rabbits. We pick the biggest rabbit, and take it home with our ad campaign solutions, and our clients are the beneficiaries.
HOW DO WE PROTECT YOUR DATA?
We employ a backup strategy that ensures your data is kept safe for the life of the project with multiple copies on-site at CEG, and a cloud copy of your data automatically synced every hour. We don't loose data here! We leave that exciting venture for the less prepared.
HOW DOES LICENSING WORK?
This is a complicated topic, but we think this is a good explanation of industry wide usage licenses for creative works.
Are you using an iPhone, or Android - a MacBook Pro or a Windows Surface? Regardless of what device you’re using to read this, you are subject to usage licensing right now! When you purchase those products, you are not purchasing ownership of Microsoft, Google or Apple intellectual property. The intellectual property of iOS, or Windows or Android still belongs to the creator - you didn’t buy that because your iPhone didn’t cost millions of dollars. At no point do you own the intellectual property being used, even though you paid for the product. You don’t own iOS, Apple does. You don’t own Windows, Microsoft does. When you buy your device, you’re agreeing to the limitations the creator sets forth in how you may use their intellectual property. Violate that, and you’ll most certainly hear from their lawyers. Most folks aren’t aware of this, but they’re sure subject to it none-the-less!
This applies to any intellectual property, including photographs, graphics and motion picture content among others.
“But it’s a picture of me!”
Did you create it? If you didn’t, you don’t own it. But what you can do is licence it for various usage.
“But I paid for the design!”
Did you buy the RAW license? If not, there are limitations to how you can use the design, because remember, it’s owned by the creator.
The US government has copyright laws in place that protect content creators and their intellectual property from misuse and theft. When a US based content creator produces a work, their work is protected by the copyright laws of the United States and guarantees that the intellectual property created by the content creator is fully owned by himself/herself intrinsically. Any usage, commercial or otherwise of the intellectual property in an unauthorized fashion is against the law, and is subject to prosecution. Licensing is a means by which another party can benefit from the intellectual property of the creator for usage in various situations, including resale, or advertising, reproducing, printing and so on.
That is the basic rundown of how licensing works. CEG has a licensing model with multiple license types to meet our client’s needs, and ensure both CEG and the client’s brands are protected. See www.ceg.works/licenses for a full breakdown of the terms.
WHAT ARE COPYRIGHT LAWS?
Copyright is a legal right enforced by the laws of a country which grants the creator of an original work exclusive rights to its use and distribution, usually for a limited time, with the intention of enabling the creator to receive compensation for their intellectual effort. Copyright is a property right. Just because you buy a print does not mean you have purchased the copyright. Under the Federal Copyright Act of 1976, various media items are protected by copyright from the moment of creation. Items include: