The 9 Social Posts You Need to Launch Your Brand

I started recording this as a voice note in this bath but somehow I accidentally stopped recording so now that I'm freshly washed (in SILK VEIL obvs, I wear my own garms) and my braids out and hair oiled, I'm sitting down to write this post.

Today, I wanted to break down the 9 posts you need to launch your brand.

I'm getting a lot of flak from my friends about sharing this process (YOU NEED TO FOCUS ON YOU!), but what's the point in being successful, if you're gonna be alone at the top!? I want you all to win...

Also - I got my first 2K followers in one month.

Now that might not seem like a lot in the face of Roxie Nafousi's perfume brand or Mel's Wardrobe Le Luxe launch accounts but pls remember I'm not actually an influencer or a content creator. I sit in this weird in-between space, in that I've just been around the way for a very long time.

On a separate note: I'm interviewing Melissa for the UK Black Business Show at 5pm on Oct 18th. It's gonna be epic! Get your tickets here!

So assuming you are also not a content creator or influencer and you're building an account from scratch, then hopefully this is useful.

The 9 Posts Breakdown

My strategy was - do not go live until someone can give you money. I didn't want to waste any eyeballs on BTS, waitlist, PR or anything unless you could give me money, which meant that the e-commerce site and the IG all went live at the same time. If you wanted it, you could order it.

Here is the list and then I'll break it down:

• 1 → Welcome to the Brand
• 2 → Founder Origin Story
• 3 → Why this Brand Category & Problem to Solve
• 4 → Introduce Your Product/Solution
• 5 → Something that is the Brand Mood
• 6 → Product Info Detail
• 7 → Brand Inspiration Story
• 8 → Product Info Detail
• 9 → Behind the Scenes/Process/Hidden Message

Now that I look at it, this isn't too unlike a pitchdeck format...Okay lets break them down...

1 → Welcome to the Brand

This should be a mood video with an introduction caption. The kinda thing you would have if you were to do an announcement about a waitlist but we dont believe in waitlists so there is a CTA at the end to shop now.

2 → Founder Origin Story

How did you come upon this problem? What happened to you? What was the origin story? In this post you're writing your Hero's Journey. I actually show you my Founder Letter and show you how to write your origin story in this video.

3 → Why this Brand Category & Problem to Solve

Why did you choose this sector and product category? What's special about it? What calls you to it? What do you really mean when you talk about it?

4 → Introduce Your Product/Solution

Now that you've set them up, introduce your solution. This is your first PRODUCT POST, outline what it is youre actually selling. If you're still pre-product like I was, then use AI renders, or buildig plans, or drawings, just anything to make it loook real. Do a deep dive into the actual product. I probably speak too much about the backstory here, but let people know what theyre buying.

5 → Something that is the Brand Mood

If you've completed my brand building checklist you should have 4-6 brand values that you stand for. One of ours is pleasure, so we did an entire post about pleasure and time and what luxury is to me. Let's imagine your business is about making tablecloths and one of your brand values is "bringing people together" then this entire post should be showing off just that. video of someone laying a cloth and everyone gathering at a table etc. This post sets the tone and intention of the brand.

6 → Product Info Detail

Now you need to deep dive into your product and tell us why it's special. Because we are all about fragrance + bodycare, I decided to do a post all about the scents and breakdown the scent profile of each product.

7 → Brand Inspiration Story

What were you reading, watching, thinking or feeling when you created this product? This post is all about the brand inspiration story and give as many juicy references as possible.

8 → Product Info Detail

Your second product detail post is about what makes it special. I chose to show why Shower Oil is better than Shower Gel and I will probably do a variation on this post over and over again.

9 → Behind the Scenes/Process/Hidden Message

This was the most successful post for engagement which was the meaning behind the brand name. Everyone loves this type of story. I showed the whole journey of name idea to creation and then how Mestiza turned it into a beaut logo. I toyed with the idea of doing the phrase SALVOM LAVISSE which is on all our packaging and means A BATH IS GOOD FOR YOU, but it was too early to do something so niche.

Other posts I could have done:

• Reviews from people who have tested it
• More BTS of the making of the brand
• Influencers saying they loved it etc
• More generic product imagery.

Which will all come in time... social proof was not the launch strategy - brand building, storytelling and showing off my creative direction was...

But I'm now bored of my IG account but that's okay because I now have some amazing fractional hires for the content team and they will make it fun but I've set everything up for success.

See you tonight for the Worldbuilder Show!

Shar x

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