Client: Entrepreneur with three distinct brands in travel, fashion, and cultural consulting sectors My Role: Social Media Strategist Duration: Strategic planning phase (2 weeks) Deliverables: Comprehensive social media strategy document, brand positioning framework, and multi-platform content roadmap

My client operated three interconnected but distinct brands:

Fifi and Friends: A travel and cultural exploration brand

Ima Closet: An African-inspired slow fashion brand

The Drape: A cultural production and consulting agency

The Challenge: Each brand had different target audiences, value propositions, and business goals, yet lacked a cohesive social media presence or clear positioning strategy. The client needed to establish credible, professional social media identities that would:

Attract their specific target demographics

Position them as authorities in their respective fields

Drive measurable business outcomes (consultations, sales, partnerships)

I was brought in to develop a comprehensive social media strategy that would:

Define distinct brand identities for each business while maintaining strategic synergy

Identify and profile target audiences with actionable demographic and psychographic insights

Establish platform-specific strategies optimized for each brand's goals

Create a scalable content framework with clear pillars and posting guidelines

Develop measurable KPIs aligned with business objectives

I began by conducting an in-depth analysis of each brand to establish its unique positioning:

Defined brand voice parameters across 7 dimensions (casual-formal, friendly-professional, high-energy-reserved, etc.) to ensure consistent yet appropriate communication for each audience

Crafted distinct value propositions that highlighted what made each brand unique in its market

I developed comprehensive audience profiles including:

Demographics: Age ranges, income levels, education, occupation, geographic focus

Psychographics: Interests, motivations, challenges, behaviours, and influence sources

Pain points: Specific challenges each audience faced that the brands could address

For example, for Fifi and Friends, I identified the primary audience as university-educated professionals aged 25-45 in urban areas worldwide, with specific interest in African cultural heritage and disposable income for travel experiences.

For each brand, I established 3 core goals with specific, measurable KPIs:

Fifi and Friends: Brand awareness (reach, impressions, follower growth), engagement & consultations (website traffic, DM inquiries), and thought leadership (content sharing, partnerships)

Ima Closet: Brand recognition, sales & traffic, and community building

The Drape: Visibility, audience engagement, and attracting distribution/sponsorship partnerships

Rather than spreading thin across all platforms, I strategically recommended specific channels based on each brand's audience behaviour and content strengths:

Strategic rationale: The Drape needed LinkedIn to reach high-net-worth art collectors and secure B2B partnerships, while Pinterest was ideal for the visual discovery nature of travel and fashion, but less relevant for B2B consulting.

I developed a content pillar framework (4 pillars per brand) that would guide all content creation:

Cultural Exploration (destination guides, traditions, culinary adventures)

Travel Inspiration & Planning (itineraries, tips, reviews)

Fashion & Lifestyle with Cultural Twist (styling on location, local beauty ingredients)

Community & Connection (spotlights, collaborations, interactive sessions)

Each pillar included specific content examples and formats to ensure variety and engagement.

I created mood boards for each brand that established:

Photography style and aesthetic direction

Colour palettes aligned with brand personality

Visual examples to guide future content creation

I delivered:

Platform-specific posting strategies (frequency, content types, engagement tactics)

Weekly content themes mapped to days of the week

Hashtag strategy across 8 categories (niche, community, location, industry, etc.)

Content calendar template ready for implementation

✅ 35-page comprehensive strategy document covering all three brands ✅ Complete audience personas with demographics, psychographics, and behavioural insights ✅ 12 content pillars (4 per brand) with specific content examples ✅ 5 platform-specific strategies with tactical posting guidelines ✅ Custom hashtag frameworks with 8 strategic categories per brand ✅ Visual brand guidelines via curated mood boards ✅ Measurable KPI framework tied to specific business goals

Audience-First Thinking: Rather than assuming platform presence, I researched where each target demographic actually spent time and what content formats they engaged with

Strategic Differentiation: Each brand received distinct positioning even though they shared an owner, preventing audience confusion and enabling targeted messaging

Practical Implementation: I didn't just provide theory. I created specific content examples, posting schedules, and hashtag lists that could be immediately actioned

Business Alignment: Every strategic recommendation tied back to measurable business outcomes, not vanity metrics

Discovery: Deep-dive into brand values, audience needs, competitive landscape

Research: Demographic analysis, platform behaviours, content performance trends

Framework Development: Creating scalable systems (content pillars, hashtag strategy, posting themes)

Documentation: Comprehensive guides that enable consistent execution by any team member

Optimization Planning: Built-in KPIs and analytics recommendations for continuous improvement

Here's the strategic document below