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The dilemma: “I’m trying to launch a new channel on YouTube and Instagram, but I have no idea where to start. How do you actually grow something from scratch?”
The expert: Kelly Conkright, a global brand strategist, personal brand coach, and founder of The Brand Terminal, a personal brand and strategy firm helping leaders, entrepreneurs, and creatives clarify who they are so their message and brand can move culture forward.
Here are the 10 C’s of launching a new social channel and crushing it this year.
If you want to gain an edge on social media, you must create an authentic personal brand that resonates with your audience.
I have spent 25 years working all around the world building and growing corporate and personal brands in every category. I can now definitively say that the one question most people get wrong is asking, “How do I grow my social?”
The reason it is the wrong question is because it is not rooted in a foundation. The right question is “How do I create an authentic brand that resonates with my audience?”
The basic concept is that you must BUILD the brand before you MARKET the brand. Social channels are extremely valuable avenues of marketing, but without a purposeful brand, a clear message, and a distinctive visual world, you will waste time and resources, running the risk of burnout. It is like trying to decorate a house before you even have the scaffolding!
There’s a galaxy full of content so it’s crucial to establish your unique angle on your subject matter in order for your channel to cut through the clutter.
Follow the playbook below!
1. Company
What is your brand all about and what do you stand for?
Whether you have a company or you’re a creator, knowing your brand is step one! This entails articulating your purpose, establishing your market position, and leaning into your superpower, which is your greatest gift or strength. From there, you can find your flow! Remember that the vibration of being who you are, doing what you love, and having a mindset of being of service will attract the right people!
2. Consumer
Identify your core audience and what they want.
Trying to talk to everyone means you are talking to no one! Focus on a primary and secondary audience so that you can gain a following. Think about who they are, what they need, where they spend time, what their pain points are, and what brings them joy. If you have your consumer in mind, hooks and headlines flow naturally. It is from this strategic place that you can have a targeted approach to content.
3. Category
Who else is in your category and what makes you different?
Yup! I am talking about competitors here. Over the years, I have found that my clients hate saying the word “competitors” so call them whatever you want, but it is important to lift your head up and know who else is in your space. Follow them, learn from them, and interact with them. This will not only help you level up, it will ensure you become crystal clear about your point of difference or your competitive advantage.
4. Culture
Lean into the power of creating versus just consuming.
Most brands that succeed have a knack for understanding the cultural zeitgeist and what people are hungry for. Before we begin any project in branding, marketing or advertising, we look at trends! And then we ask ourselves, “How can we tap into any relevant trends as we put our work and our message out into society?” It could be trends in your industry or general digital trends and tools to take advantage of. Remember that creators shape culture and consumers digest it.
5. Creative Angle
Your core message, visual aesthetic, and creative world.
So, you’ve established your strategic brand foundation, now what? This is when it gets fun! This is the more traditional piece of branding that most people are familiar with. You will need to hone in on your core message or theme, dream up your visual world (colors, graphics, photography, video style, etc), and have your own creative spin. This is your brand lifestyle. Keep in mind that people need to hear a message at least seven times before it sinks in and creates those new neural pathways.
6. Content
Storytelling creates resonance
There’s a reason why famous books throughout history put information into stories and parables…. it speaks to our human imagination. Stories create connection and trust and therefore, influence behavior. Stories engage the brain's emotional centers (limbic system) and can mirror the storyteller's brain activity, creating a powerful bond and deeper understanding than facts alone. So, as you develop your goals and content plan, ensure you translate it into relatable stories and get curious about what is resonating.
7. Consistency
Discipline determines your success
Consistency is Queen! Well, at least the brain thinks so. Consistency is connected to neuroplasticity and every time we engage in a consistent action like posting to our social channel, we fortify the neural pathways. It also strengthens brand identity, boosts algorithms, and drives long-term growth by showing up regularly with valuable, authentic content. It's about a sustainable rhythm with clear voice and value, not daily posting. P.S. When you feel like giving up, keep going!
8. Confidence
Don’t think your way into confidence, you act your way into it
The most common thing my clients complain about is social media! Many successful people AND established creators have limiting beliefs around their content and putting themselves out there. So, if this is you, you are not alone! You gain confidence with your social channels through repetition, resilience and real-time efforts. Think about the greats like Michael Jordan or Madonna. They always talk about reps, just like going to the gym. You can’t think your way out of anxiety—you take action and it subsides!
9. Community
Hyper digital meets analogue
As you grow your community, think holistically. Marketing is about many channels and mediums, not just social. Take advantage of the direct-to-consumer opportunity, using AI tools where possible, but also show up in the real world! This means taking an analog or in-person approach to networking, tactical interactions and growing through relationships, partnerships, and seeking to tap into other people’s audiences!
10. Campaigns
Blend “always on” themes with tentpole topics
Now that you have built your brand, tested with audiences, executed with consistency and found a flow, think about adding campaigns into the mix. We are not talking about big ad campaigns here, but tentpoles that are specific to an offer, a goal, a book launch or an event. This allows you to center your content around a creative message for a specific return on your investment.
I always say in my keynote speech that “people don’t buy products, services and skill sets, they buy people!” So, growing a social channel is just as much about establishing your personal brand as it is about your area of focus. Find your flow by having a specific focus and having fun!
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