Stop blaming your socials for an issue that’s tied to your brand.

9 out of 10 Brands that hire me for ‘Social Problems’ actually have brand problems.

And you’re probably struggling from this too.

If you’re frustrated with your inability to grow online, you’re likely part of the 90% of brands that come to me thinking they have a social media problem when they actually have a brand problem. The platforms aren’t failing you. Your unclear brand identity is lagging your social media efforts.

When major brands approach me desperate for help with their “social media problem,” I have to deliver the hard truth: your social media isn’t broken. Your brand foundation is.

People Chase Metrics, Not Outcomes. And That’s Why They Fail.

Most businesses get caught up in vanity metrics, likes, follows, impressions, without connecting these numbers to actual business outcomes. Your social media should be strategically designed around what you’re trying to achieve, not what looks good in a monthly report.

This metric-chasing mentality is a symptom of deeper brand confusion. When you don’t know what success looks like for your business, you default to chasing whatever numbers seem impressive. But engagement without conversion is just expensive entertainment.

The Foundation You Need: Four Critical Questions Every Brand Must Answer

Before you post another piece of content, you need crystal clarity on these fundamentals:

1. Who is your target audience? Not “everyone who might buy from us,” but the specific people whose problems you solve best. If you’re speaking to everyone, you’re connecting with no one.
2. What are your core goals? What specific business outcomes do you want your social media to drive? Brand awareness? Lead generation? Sales conversions? Community building? Each goal requires a different strategic approach.
3. What do you do best? Your unique strengths and capabilities that set you apart from competitors. Don’t focus on being everything to everyone, but being exceptional at something specific.
4. What makes you different? Your distinct value proposition that gives people a reason to choose you over alternatives. This difference should be so clear that your ideal customers can explain it to their friends.

This is Why I Created The Social Media Masterclass and Monthly Cohort.

The issues you’re facing aren’t unique to small businesses. They’re the same challenges that major brands struggle with. Everyone is busy and wants to sell more, but without doing this foundational brand work, your efforts lack impact.

You end up hoping something goes viral instead of building a sustainable system for growth. Hope is not a strategy.

This is exactly why I launched my programs: to help businesses understand that social media success flows from strong brand foundations. The brands dominating social platforms, think Chipotle, Summer Fridays, or any company you follow religiously, all have one thing in common: crystal clear brand identity.

People See Chasing Trends as ‘Quick Fixes’

The truth is you can’t fix social issues with quick-fixes. The way to get your socials on the right track is to pause, and and an answer the questions above. Desperately following trends doesn’t generate the eyeballs that you need to drive more business. Understand the urgency, but band-aid solutions won’t solve foundational problems.

Pouring money into social tactics when you have brand problems is like bailing water from a leaking boat without patching the hole. You might stay afloat temporarily, but you’re not solving anything long-term.

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Your Brand Is the Mothership

Your brand exists at the top of everything. PR, marketing, operations, community management. When any of these areas are failing, it usually points back to a fundamental lack of brand clarity.

Without having a clear idea of your brand, you can’t master any aspect of your execution. The tactical improvements in the world won’t help if your foundation is shaky.

The Path Forward: Strategy Before Tactics

The solution pathway becomes clear once you acknowledge whether you’re dealing with a brand or social problem:

If you have brand problems: You need to revisit your core value proposition, clarify your target audience, define your brand voice and personality, establish clear brand guidelines, and develop a consistent brand narrative. This isn’t the quick fix most people want, but it’s the only fix that actually works long-term.

If you have social problems: You can optimize posting schedules, refine content formats, improve engagement strategies, enhance community management, and test different content types. These tactical adjustments make significant differences when your brand foundation is solid.

I hope this helps you refocus your efforts so you can get back on track. If you are looking for more hands-on support I highly recommend that you sign up for the July Masterclass or work through the self-paced Social Media Masterclass.