Tag Archives: Brand

6 steps to make social media help your brand

Mark MacDonald

Tuesday, November 01, 2016

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6 steps to make social media help your brand

Social media is a communication tool that will make or break your business’s brand.

Our marketing-cluttered world is demonstrated on social media. Simply open the global Twitter feed, and you’ll see millions of people saying something. In real time, your feed churns so quickly you can’t keep up, and little breaks through.

But certain people’s and brand’s posts are “must reads” since you really enjoy their content. Imagine if your business was a must-read brand! It can be.

Here’s how:

1. Discover your thread

Stop trying to be something to everyone. Think about what your business does extremely well and for whom. How are you a solution to a major concern or a path to a specific goal?

Establish a communication thread with fences to keep every department focused on that thread.

2. Lock down what your thread looks like and talks like

Now, decide what your visual brand looks like. It starts with a professional logo/symbol that’s unique and simple enough to be recognizable as a small social media icon. Establish and lock down 2-3 colors that limit your designs.

Then — a more difficult task — create one voice for your brand thread. List keywords to use (check with Google to see if people are looking for them). Ensure your icons and descriptions are consistent across all your social media profiles and on your website.

3. Limit your words and outlets

Edit all content to the fewest words necessary to get your idea across. Use keywords, hashtags and links to give people more information if they want it.

Don’t try to communicate everywhere; limit the social media feeds to only ones you can do extremely well for your brand. Only have the bandwidth for one? Probably Facebook will work.

4. Create a reasonable schedule

Based on the amount of people who follow you and the kind of people you’re attracting, think about when they’re mostly free (before work, lunch, evenings, etc.), and post at those times.

Don’t overdo it; simply think about (or research) the lifespan of a post. Twitter is short-lived, so you can post a lot. For Facebook, not so much. Be consistent.

5. Entertain near the thread

Stop pushing information, and think about ways to entertain those who follow you. Make sure it’s not mindless entertainment (although occasionally that’s fun); instead build on your thread and get people to understand and expect certain types of posts.

Don’t surprise followers with content; if you jump the fence too many times, people will unsubscribe from your feed. Attempt to entertain 80 percent of the time with 20 percent being marketing or promotions.

6. Build an audience

When a certain type of person sees you’re helping them solve their concerns or giving them hope toward obtaining a goal (and you’re doing it consistently), you’ll gain followers.

People will start to rely on what you have to offer them (your thread). Your visual brand consistency lets them notice you in the cluttered social media world, and your posts will say, “Wait, I have something you must read.”

Just make sure you deliver. All the time. Every time.

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About the Author

Mark MacDonald

Mark MacDonald is a Bible teacher, speaker, best-selling author of “Be Known For Something,” and communication strategist for He empowers churches to become known for something relevant (a communication thread) throughout their ministries, websites, and social media. His book is available at and

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posted on 04/25/2018Derek Todero, Flooring Account Executive?

Commercial flooring is all too often last on the list when designing a space. Yet it can be one of the primary features of a high-impact environment that can be significantly enhanced by the right choices of colors, textures, and functionality. In fact, a case can be made that a good design should start from the floor up.

How many times have you walked into a space and had an immediate feeling or impression (good or bad)? Or have you ever been in a room and thought, “This reminds me of…”? It’s an experience that happens to all of us on a daily basis, and we need to consider what impression we’re making with the spaces we create. Whether the organization is in healthcare, corporate enterprise or startup, industrial, entertainment or education, the message and feel can be unique.

Effectively integrating commercial flooring with furniture and other elements should be one of the main priorities in designing a space. It’s amazing the impact that the appropriate choices can have.

Microsoft Theater


When walking with a client through their space, we start by asking the following fundamental questions:

  • What is the feeling or story you want to tell your customers and employees when they walk into the building or a specific room?
  • What impact would you like established for your company brand?

We also ask:

  • What do you want out of your space?
  • Who will be using it and how do you want it to be used?
  • Where do you feel your highest traffic zones will be?

Questions like these help narrow the search for the right commercial flooring solution in terms of both look and function as an integral element in the overall design.


There are several important considerations that apply to many different kinds of environments that should also be addressed up front such as floor contours and heights, use and wear patterns, damaged areas, entrances and other “protection” or transitional zones, planned use of moveable furniture and equipment, and areas exposed to water.

Issues concerning concrete floors and slabs may include uneven contours, moisture/drying and mineral leaching, as well as carefully aligning concrete flooring with glass windows and doors. Working with concrete may require leveling and a multitude of carefully selected materials and underlayments as well as moisture testing and even x-rays of the concrete.

Microsoft Theater

A fundamental issue here is to clearly anticipate change, including the unexpected. Approaching a project in a piecemeal fashion over time can end up being 4-5 times more costly. In other words, plan thoroughly and invest intelligently.

More for you: The South Pacific Collection from Lucy Tupu

Once these kinds of issues are addressed, you can begin to identify materials that provide the best solutions, including commercial flooring.


The range of potential layouts is as wide as every organization is unique. The key is to identify each area of the facility and anticipate its function and type of activity. For example, a subdued and quiet environment may be most appropriate for the accounting department, while the sales force may thrive in a more vibrant and active ambience.

In addition, the open floor plan approach is currently very popular. Yet how can we define the various boundaries of a space without cumbersome furniture or space-cramping dividers? This can be done easily by taking the opportunity to choose the right commercial flooring materials to break up the space and create clear boundaries between main traffic zones, work seating areas, cafés, or lounge-style spaces. Choosing the right materials, partnered with proper maintenance, helps ensure that the investment will hold up and the intended design will look fantastic for years to come.



  • Entrance areas, restrooms, back vs. front of house, machinery, floors/levels, resilient/luxury (LBT) surfaces
  • Sound considerations (often realized after the fact and costly to fix) like underlayments and other materials along with spacing between ceilings and floors above


  • Soundproofing in the absence of interior walls through white noise machines and noise cancelling wall panels
  • Use of color, design, pattern, and material (hard and soft) in commercial flooring to delineate functional areas and help move people in a planned fashion (known as wayfinding) through blended transitions for workflow and collaboration
  • Applying interesting patterns from standard options to soften otherwise harsh lines


  • Moisture/water, wear, equipment, safety (e.g., walking with ice skates), slip-trip areas
  • Application of logos and other artwork


  • Sanitation #1, highly regulated, easy to clean, sink/water handling, disposal of substances, antimicrobial materials
  • Managing traffic flows
  • Creating an attractive environment in a clinical setting


  • High traffic levels, safety, easy to clean and replace (not a good application for custom materials)
  • Acoustic management through “hard” surfaced yet sound absorbent construction
  • Flexible integration of power for versatile room configurations and changes (e.g. Steelcase Thread power distribution system)


Choosing the right commercial flooring solution can sometimes be difficult and tricky. Not only is it hard to determine from a small sample how it will look over hundreds or even thousands of square feet, but how do you know if you’re choosing the proper material in the first place?

Luckily, the world of commercial flooring has seen major advancements in not only function, but design as well. Today’s options are wide and varied, modern, natural, and can reflect a regional or local flavor.

Long gone are the days when the phrase “commercial flooring” was just assumed to be an ugly, boring, utility-purposed material. Today, leading designers and manufacturers of flooring for commercial spaces have created beautiful, practical, and adaptable designs across a wide range of flooring options. These range from luxury vinyl tiles and planks, broadloom carpet, or carpet tiles and planks to moisture-resistant or even waterproof materials.

Recent trends in design have moved carpet and resilient-surface manufacturers away from standard 24”x24” carpet tiles and 12”x12” VCT (vinyl composite tiles) sizes to create products in sizes of 12”x18”, 9”x36”, 12”x18”, 36”x36”, and more. These materials also come in almost endless styles from carpet tiles that look like natural stone to classic hounds-tooth woven textures. Resilient and porcelain floors that can mimic all ranges of aged woods and stained concretes can fool some of the most trained eyes.


With all of these selections available, we now have the ability to provide a unique feel, style and culture, whether it’s to bolster employee engagement or wow clients when they walk in the door. Want the look of a multi-stained herringbone concrete installation in your front lobby? Want a one-of-a-kind area rug custom designed to your exact shape and size with a pop of color to match the finish of the chairs in your conference room? Done.

In pursuit of that goal, it’s critical to choose the right source for this truly fundamental aspect of a successful commercial interior environment. Do they have the expertise, experience and strong supplier network required for the project? Do they offer a value-added perspective, as opposed to just a catalog-and-cost approach? Do they “own” the solutions they recommend? Are those solutions realistic and transparent?

Flooring is the largest canvas in a space, and it’s smart to start thinking about how it can be used to not only make the space beautiful but also deliver the highest levels of performance for the unique needs of your organization.


Derek Todero has 25 years of experience in the construction industry and serves as the main point of contact and project facilitator for Tangram Flooring clients. Derek’s primary responsibly is to create and manage productive, ongoing relationships with clients and strategic partnerships in the construction, project management and commercial real estate community. His functions include assessing and establishing project scope as well as providing quotations and pricing. He and the Tangram Flooring team work closely with project managers and contractors to provide superior customer service, project management, accounting and operations to ensure a smooth, positive experience and successful project completion. Some of Derek’s clients have included Activision, Honda, Green Dot, AEG, USC, UCI, Staples Center, Lakers, Microsoft Theater, Beverly Center and the Anaheim Ducks.

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