Foundation
Brand Summary & Positioning
A short, clear summary of your brand promise, points of difference and overall stance on social media.
Social Media
Brand Strategy
Make sure every post has a reason. We turn who your brand talks to on social media, what it says, and the tone and channels it uses into a written, actionable strategy.
Live demo · Brand voice
One announcement, five tones of voice.
A tone-of-voice guide is one of the most tangible outputs of brand strategy. Move the slider from formal to friendly and see how the address, sentence length and emoji use of an example announcement change.
↳ Drag the slider or step through with arrow keys
FormalFriendly
AddressYou
Sentence length
Emoji
Example Business
Balanced
New hours: from 1 November, weekdays 08:00–20:00. Drop by in the evening too.
There's no single right tone; the guide sets which range to stay in on each channel.
Positioning
We distill who your brand serves, what problem it solves and what sets it apart from competitors into something you can say in a single sentence.
Audience Personas
We create 2–4 concrete personas describing your followers' and customers' needs, objections and social media habits.
Brand Voice & Tone Guide
Formal or casual, polished or friendly, and how much emoji and humor? We document the writing rules with examples of what to do and what to avoid.
Content Pillars
Instead of random posting, we define 3–5 core themes, along with each theme's purpose, formats and share of your posts.
Channel Roles
We give each platform its own job, such as community on Instagram, credibility on LinkedIn and discovery on TikTok, rather than copying the same content everywhere.
Competitor & Industry Analysis
We review which topics, formats and tone your competitors use to communicate, and identify the gaps no one is filling.
Visual Language Guidelines
Visual rules for color, typography, photo style and template structure that make your feed recognizable at first glance.
Community & Crisis Responses
A communication protocol covering response times for comments and messages, ready answers to common questions and the steps to follow for negative comments.
Our Approach
The 4 Core Questions of a Strategy
Persona C
Example
Need
Objection
Platform
Persona B
Example
Need
Objection
Platform
Persona A
Example
Need
Objection
Platform
Who? · Audience & personas
You cannot create the right content without knowing who you are talking to. Personas are the first filter for deciding which topic is useful to whom.
Deliverables
What the Strategy Document Includes
Page layouts are examples; the content is written for your brand.
Choosing the Right Service
Strategy, plan or management?
A brand strategy is a foundational document prepared once and used for a long time. Monthly content production and account management build on it, but they are separate services.
This page is for you if
- What you say on social media, and how you say it, is not yet written down
- Different people post and your accounts look inconsistent
- You want to set a framework before handing social media over to a new agency or employee
- You are preparing to launch a new brand or product line, or to expand to a new platform
If you need something else
- Your strategy is ready and you want each month's posts plannedSocial Media Content Planning
- You want to fully hand over planning, production, publishing and messagesSocial Media Management
- You want an outside review of your existing accounts and teamSocial Media Consulting
- You do not yet have a brand identity such as a logo, colors and typographyBrand Identity Design
How We Build Your Strategy
A good strategy is not written at a desk; it comes from listening to the brand and its audience. We work alongside you at every stage from discovery to delivery, and leave you with a guide your team can start using right away.
Let's talk about your project
Book a call ↗We listen to your brand story and business goals in a discovery session
We analyze the content and engagement history of your existing accounts
We put your brand voice, pillars and channel plan into a written guide
We make the strategy concrete with a sample content calendar for the first month
How we workWhat we pay
What we pay
attention to
Web, production, design and advertising run in one team; every job starts with a measurable goal and a written scope.
About us →01
A Working Guide, Not a Shelf Document
The strategy we deliver is a clear, practical document your team or agency can open and use every day.
02
A Data-Driven Starting Point
We base our recommendations not on assumptions but on your existing account data, a competitor review and customer feedback.
03
A Distinct Role for Each Channel
Rather than copying the same content everywhere, we define a role for each platform based on its own language and what its users expect.
04
Team Alignment
We prepare the tone guide in a format you can share with everyone, so marketing, sales and customer service all speak the same language.
05
Measurable Goals
We define up front which metrics to track for each channel: reach, saves, profile visits, messages and website traffic.
How we work
Our Process
01
Discovery Session
We discuss business goals, product and service priorities, your current customer profile and what the brand wants to stand for.
02
Analysis
We review the performance of your existing accounts, competitor and industry accounts, comments and frequently asked questions.
03
Strategy Draft
Positioning, personas, brand voice, content pillars and channel roles are presented as a draft and refined with your feedback.
04
Delivery & Handover
The final strategy document, visual guidelines and a sample content calendar are delivered, and we walk your team through how to apply them.
FAQFrequently Asked
Frequently Asked
Questions
It is the roadmap that defines who your brand talks to on social media, what it says and how it says it. It includes positioning, audience personas, a brand voice and tone guide, content pillars, role definitions for each channel, visual language rules, community management principles and the metrics to track.
Posting regularly and posting strategically are not the same thing. If your posts are not driving engagement, your followers do not match your target customers, or every post reflects a different team member's style, your current effort needs a framework. A strategy makes what you already do more consistent and measurable.
We deliver a guide divided into sections, as a presentation or document your team can use easily. It includes sample post copy, do and don't examples for tone, topic ideas for each content pillar and a sample content calendar for the first month.
It depends on the size of the brand, the number of channels and the scope of the analysis, but it usually takes a few weeks from the discovery session to final delivery. At the draft stage we do at least one round of revisions based on your feedback.
No. This service defines how to carry your existing brand identity onto social media. If you do not have a logo or brand identity, or yours needs a refresh, we recommend planning that as a separate brand identity project.
Yes. You can implement the strategy with your own team, or, if you prefer, we can take on content production, publishing and community management through our social media management service. Either way, the strategy document is yours to use independently.
Core positioning and brand voice hold up over the long term. Content pillars and the channel plan, however, should be reviewed periodically based on performance data. An update is a good idea when you launch a new product, your target audience changes or you expand to a new platform.