Publishing every day is not the same as brand building
Many entrepreneurs believe that "being present" on social networks is enough to sell. They upload a post with a product photo, a couple of hashtags and expect that to generate magic. But the problem is not the frequency. It's the lack of direction.
Today, people don't connect with products: they connect with stories, with values, with emotions. And if your brand doesn't communicate with intent, you're likely to get lost in the noise.
This article is a simple - but powerful - guide to transform your social networks into a real connection channel with your customers.
[What is a purposeful brand (and why does it matter)?
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A purposeful brand is not one that says "we want to change the world," but one that is clear about why it exists and how it wants to impact the lives of its audience.
Real example:
Maria has a small handcrafted candle startup. Before, her Instagram was just photos of her products with phrases like "lavender scent available". When she understood that her purpose was to help people create self-care rituals in their daily routine, her content changed. She started talking about stress, about pausing, about creating warm environments at home.
The result: more engagement, more messages, more sales.
2. What do I want people to feel when they see my content?
This is the most powerful question you can ask yourself before designing your content strategy. It's not just about showing what you're selling, it's about building an emotional experience.
Practical Tip:
Make a list of 3 emotions you want your brand to elicit (e.g. calmness, inspiration, joy) and use it as a creative filter for everything you publish.
3. Content pillars: your creative compass.
Many brands run out of ideas because they lack structure. Content pillars are the big themes that you are going to communicate to express your brand's DNA.
Example for a healthy snack business:
- Educational: benefits of ingredients, nutrition tips.
Emotional: how to improve your energy without guilt.
Behind the scenes: how the products are made, who's behind them.
Testimonials and reviews: real customers who love what you do
The key is to talk like your customer talks. It is not the same to say "protein snacks with natural ingredients" than to say "that snack that saves you between meetings without making you feel guilty".
Use close cultural references, everyday phrases and real examples. Leave behind stiff language and start writing as if you were talking to someone you know.
Try this:
Review your last post - would you read it if you didn't know who was behind it? Does it generate excitement, curiosity or at least a smile? If not, it's time to rewrite it.
5. Content that connects also sells (if you know how to guide attention).
A well-built brand doesn't just look pretty, it also sells easier. Why? Because people already trust you before they get to the shopping cart.
Of course, don't forget to include clear calls to action. Asking people to write to you, visit your store or tag someone can make the difference between just another post... and a real sale.
In short: your brand is not what you sell, it's what you transmit.
Building a brand in networks is not just for big companies. If you have clarity, authenticity and strategy, you can turn your account into a sales tool and deep connection.
And if you don't know where to start, remember: start with your purpose. Everything else builds from there.
Discover my Domestika courses and learn how to create effective ads on TikTok and create digital marketing strategies for entrepreneurs and freelancers.
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