your brand is selling more than you think.

STEAL OUR SOCIAL MEDIA STRATEGY FOR BUILDING A BRAND PEOPLE SEE THEMSELVES IN.

A LITTLE PERSPECTIVE BEFORE YOU START ANOTHER QUARTER OF CONTENT.

There’s a special kind of frustration that comes with building a great business. We’re all working so hard to build something worth choosing... but does your social presence actually show it?

You know, the details you obsess over, the consistency you preach, innovation you’re always seeking... but then you look at your social media, and it feels a little... blehh.

Nothing is necessarily wrong. You’re just not excited about it.

The posts are there. The calendar is moving. But somehow it still isn’t “giving.”

As a marketing lead, that gap deserves your attention. It’s a question we keep coming back to at VCM:

how do we create content that makes people think, “this is for me”?

content by @vcreativemiami

plot twist: you’re actually you’re selling an identity.

YOUR BRAND IDENTITY MAKES YOU RECOGNIZABLE. THE CUSTOMER IDENTITY YOU SPEAK TO HELPS PEOPLE RECOGNIZE THEMSELVES IN YOUR WORLD.

~ Your product solves a problem.

~ Your creative sets a mood.

~ Your community gives people somewhere to belong.

Together, these things can offer something deeply personal: a way for someone to express who they are, or who they want to become.

That’s the identity your audience is buying into.

The benefits still matter. The experience has to deliver. But your content can help people see what choosing your brand says about them.

• The hummus brand: Unexpected flavors, thoughtful ingredients, and something everyone at dinner asks about. You’re the friend with good taste who makes hosting look effortless. You bring the flavor.

• The Pilates studio: Your class. Your favorite instructor. Your Saturday morning ritual. You’re someone who makes time for herself and follows through.

• The boutique hotel: The neighborhood café. The tucked-away courtyard. The place your friends immediately ask you to send them. You’re someone who always finds somewhere special.

STEAL OUR SOCIAL MEDIA STRATEGY

We’ve been reworking how we build social strategies at VCM, and we’re sharing the new structure. Take it into your next planning session and make it your own!

1. DEFINE YOUR BIG FIVE

At a bare minimum, before your team starts planning a content calendar, get clear on what drives the brand: belief, purpose, vision, mission, and promise. These answers should help you choose ideas, brief your team, and decide which opportunities fit.

Check out the image below to see what it looks like for VCM.

2. GET SPECIFIC ABOUT WHO YOUR AUDIENCE WANTS TO BE

Go beyond demographics and ask:

• Who is our customer trying to become, or what part of themselves do they want to express?

• What do they want their choices to say about them?

• What do they want more of in their everyday life?

• What makes our brand a credible part of that story?

• What could stop them from choosing us, and what proof would help?

Then finish this sentence: “Our customer wants to feel like someone who ___. We help make that real through ___.”

3. GIVE YOUR CONTENT PILLARS A JOB

Choose three to five themes you want to keep coming back to.

~ What should each help people understand, feel, or do?

~ What proof can you show?

~ How often does it need to appear?

Then decide how to bring each theme to life… a trend, an interview, a little BTS, an informational carousel. The idea leads. The format follows. Sometimes we get stuck in letting the format lead because we’re all so trend focused and then idea/messaging becomes an afterthought…

not on our watch!

4. BUILD ON WHAT GETS PEOPLE INTERESTED

Give your team a few repeatable ways to bring those pillars to life:

• Borrowed interest: Start with something your audience already cares about. A cultural moment, a familiar name, a local conversation. Give them your brand’s take on it.

• Revisit what worked: Was it the hook? The subject? The format? Make a fresh version and see if it holds up. Judge “best-performing” by what you wanted the content to do, whether that’s earning saves, driving inquiries, or encouraging purchases.

• Create a signature series: Give a strong idea a name and a reason to return. For the hummus brand: “what we’re bringing,” a recurring look at what’s coming with us to dinner, the beach, or a friend’s house.
  

5. GIVE EVERY POST A REASON TO EXIST.

Before publishing, ask:

• Does this make someone want the product or experience?

• Does it give them a reason to believe us?

• Does it help them see themselves in the brand?

• Does it show them how to use it or take the next step?

• Does it reinforce something we want to become known for?

Every post needs a clear job. It doesn’t need to do all five. Review its performance against that job, then use what you learn to shape the next round of creative.

YOUR NEXT QUARTER STARTS WITH DIRECTION

Before you fill another calendar, ask: what do we want people to choose us for?

Give your team a clear answer. Let it shape the ideas, the creative, and what you keep coming back to.

That’s the work we do at VCM. We bring strategy, creative direction, and social management together to make your brand’s value felt.

Ready to build something truly special? Let’s chat.

by @vcreativemiami<3

vcm blog