What I’d Do If I Had to Grow a Brand from Scratch on Social Media in 2025
Let’s say I wake up tomorrow with a new idea for a business. I have zero followers, no content, and a fresh Instagram account. What would I do? Here’s my step-by-step plan to build a brand that not only grows but thrives in 2025.
1. Start With the Brand Backbone (Not the Logo)
Before I even open Canva, I’d get clear on:
Who we are: What do we stand for and why does it matter?
Who we’re talking to: What do they actually need from us?
How we sound: The tone of voice needs to feel human, confident, and consistent. Not like ChatGPT with a headache.
You can have the prettiest grid in the world, but if you don’t know your voice or audience, it’ll fall flat.
2. Invest in the Visual Identity Early
This doesn’t mean a $20k branding package. But it does mean:
A consistent colour palette that feels aligned (not just trendy) and won’t date
Typefaces and design choices that reflect your vibe
Templates you can actually use without rage-quitting Canva
With the brands I’ve worked on, once they nailed the visual identity, everything flowed better: content creation, ad design, even influencer gifting. The visuals set the tone, and in 2025, standing out scroll-wise is non-negotiable.
3. Build a Website That Works Harder Than Your Instagram
Hot take: your website is still your most important digital asset. I know social media if my jam, but I cannot stress enough how critical your website is. Get it done properly from the get-go.
If your website is where people will be buying your products, reaching out to you, or even giving you a cheeky stalk so they can find out more about you, it needs to be EASY for them to do this. And if they land on a slow, ugly, confusing site with no clear action? That’s a nope. In fact, studies show that
I'd prioritise:
Clear, SEO-optimised copy
Strong messaging (your offer should be crystal clear in 3 seconds)
A brand voice that matches the socials
Clear visual branding
Easy journey to get from A to B (hot tip: Get a friend to jump on your website and time how long it takes them to check out, or send you an enquiry).
Is is SO important that your website, emails and socials work hand-in-hand.
4. Craft a Strategic Social Plan (Not Just a Pretty Grid)
With the brand and website foundations laid, I'd start building visibility on social. To do this, start with a clear strategy. Here's a very quick overview of what this might look like:
TOF (top of funnel): punchy Reels, POV moments, educational carousels
MOF: testimonials, behind-the-scenes, founder story, influencer UGC
BOF: direct CTAs, before/afters, competitions, FAQs, promos
(Hint, this is where I come in).
5. Focus on Consistency, Not Constant Posting
I wouldn’t try to post daily. I also wouldn’t try to set up all the social media accounts at once. I’d focus on:
2 - 3 really strong posts on one platform per week
Reels that are relatable but strategic
A mix of carousels, videos, photographs and graphic design posts
Stories that show the BTS mess (without oversharing)
Killer captions that help with SEO
6. Be a Human. Not a Billboard.
This is the part most people skip. If I started a new brand I would:
Reply to every single comment and DM like I’m chatting to a mate
Share the messy middle, not just the shiny launch moments
Use stories, captions, polls and comments to spark two-way convos, not just shout into the void
Be generous. Be warm. Be funny. Be me
Because community beats virality every time.
My favourite brands to buy from, and the best brands I’ve worked with, are the ones who talk to their audience like people, not prospects.
7. Prioritise Content (Like, Actually Prioritise It)
I’d put content at the centre of everything. Not just Reels. Not just carousels. I mean content that:
tells your brand story
answers your audience’s questions
shows your value
builds trust
drives traffic
sells
The brands that prioritise content are the ones that grow. They invest in content early. It’s what powers your social strategy, strengthens your SEO, and shows people who you are, what you do and what you sell. And a big tip - you can’t rely on your social media manager alone to create all your content.
Great Brands Aren’t Built on Instagram Alone
If I were growing a brand from scratch in 2025, I wouldn’t just post pictures and hope for the best. I’d build strong foundations — a clear tone of voice, a strong visual identity, a website designed to convert, and a smart, sustainable social media strategy. I’d show up consistently, talk to my audience like real humans, and let every piece of content do its job. But most importantly? I’d prioritise content.
Content is the engine. It fuels your brand, builds trust, and drives everything from engagement to SEO. It’s what connects your social media strategy to your website, email list, and community — and makes your brand feel like a brand, not just another account.
Because real brand building isn’t just about growing your follower count or going viral. It’s about creating connection, trust, and visibility across every touchpoint. When your socials, website, content and community are working together? That’s when the magic (and the leads) start rolling in.
And if that sounds like a lot? You don’t have to DIY it all. I’ve helped brands go from chaos to clarity, and I can do the same for you
👉 Get in touch or keep stalking my website to see how I can help. No pressure.
