First, the basics.
Let’s get the essentials out of the way before we get into the fun stuff.
Business/ Organization Name
*
Your Name
*
Email
example@example.com
Website
Where are you located/ what areas do you serve?
What type of business/ organization are you?
Tell me the story.
Every business has a story. I want to know yours — not the polished version you put on your website.
What does your business/organization do?
What made you start this business?
What keeps you passionate about it today?
Let’s talk about your why.
The “why” behind your business is often the heart of your best content.
If your business disappeared tomorrow, what would your customers miss?
What do you wish more people understood about what you do?
Complete this sentence: “We keep doing this because…”
Who are we talking to?
Great social media isn’t about talking to everyone. It’s about understanding who you’re speaking to, what brings them to you, and why they choose to stay.
Who is your ideal audience?
What do people come to your brand for?
To discover something new
To solve a problem
To save time
To save money
To learn something
To be inspired
To be entertained
To feel connected to a community
To find something they love
To experience something memorable
To feel understood or represented
To support a cause
To find trustworthy information
To discover products or services
To find recommendations
To stay up-to-date
To feel confident in a decision
To simply enjoy the experience
What do you want people to get from interacting with your brand that they can’t get anywhere else?
What do you think your audience doesn’t understand about your brand yet?
How should your brand feel?
Before we talk about what your brand should say, let’s talk about what it should make people feel.
When someone sees your business online, how should they feel?
Inspired
Welcomed
Excited
Curious
Confident
Reassured
Motivated
Empowered
Seen
Connected
Entertained
Educated
Comfortable
Energized
Hopeful
Sophisticated
Playful
What are 3 feelings you DON’T want your brand to give?
Cold
Corporate
Boring
Pushy
Salesy
Generic
Chaotic
Outdated
Unprofessional
Exclusive
When someone leaves your page, you want them to feel…
When someone sees your brand, you want them to think…
If your brand was a person…
Let’s give your brand a personality.
What would your brand be wearing?
Classic + polished
Trendy + fashion-forward
Casual + approachable
Bold + statement-making
Minimal + sophisticated
Creative + unexpected
Warm + inviting
Fun + colorful
Professional + refined
A little bit of everything
Choose 5 words that describe your brand
Authentic
Bold
Calm
Clever
Friendly
Luxurious
Modern
Relatable
Trustworthy
Playful
Warm
Ambitious
Creative
What is your brand NOT?
Let’s find your voice.
Your captions shouldn’t sound like a marketing robot. They should sound like you.
Which sounds most like your brand?
The Expert: Clear, knowledgeable, polished, and trustworthy.
The Friend: Warm, conversational, approachable, and relatable.
The Hype Person: Energetic, bold, exciting, and encouraging.
The Storyteller: Thoughtful, personal, emotional, and meaningful.
The Creative: Playful, unexpected, clever, and a little different.
The Professional: Refined, confident, intentional, and sophisticated.
A mix of these: Tell me which ones.
If you answered a mix of these, please explain which ones.
Which content style feels most natural for your brand?
“Here’s what you need to know.”
“Let me tell you a story.”
“You need to see this.”
“Here’s something you probably didn’t know.”
“We’re celebrating!”
“Come experience this with us.”
“Let’s have a conversation.”
“Here’s how we’re making a difference.”
“We’re not taking ourselves too seriously.”
What should your captions feel like?
Short + punchy
Warm + conversational
Educational + informative
Story-driven
Funny + playful
Emotional + meaningful
Bold + confident
Inspirational
Thought-provoking
Polished + professional
What should we NEVER sound like?
Are there any words, phrases, inside jokes, sayings, or language that are uniquely “you”?
Give me the stories
The little moments often make the best content.
Tell me about a client/customer/donor experience you’ll never forget.
What’s a moment that made you realize, “This is why we do what we do”?
What’s something people are always surprised to learn about your business/organization?
Where are we going?
Now that I understand where your brand comes from, let’s talk about where you want it to go. Your social media should support the bigger picture—not just fill a content calendar.
If your social media was working exactly how you wanted it to, what would be different 6 months from now?
What do you want your social media to help you accomplish?
Reach more people
Build brand awareness
Bring in new customers/clients
Increase sales, bookings, or inquiries
Build a loyal community
Educate our audience
Establish credibility
Showcase our products, services, or work
Highlight our mission or impact
Promote events or experiences
Build relationships with our audience
If your brand became known for ONE thing online, what would you want it to be?
Is there anything happening in your business right now that your social media needs to support?
Let’s make something people want to see.
Now let’s talk about what deserves a place on your feed.
What parts of your business deserves more attention online?
Products
Services
People/team
Founder/ owner story
Behind the scenes
Customer/client/donor stories
Volunteer testimonials
Community
Events
Education
Industry expertise
Company culture
Mission/impact
Promotions
Frequently asked questions
What could you talk about for hours without getting bored?
What questions do people ask you ALL the time?
What is something you DON’T want us to post about?
The Visual World
Your visuals should make someone recognize your brand before they even read the username. Let’s figure out what that world looks like.
What visual direction feels most like your brand?
Clean + Minimal — lots of breathing room, simple layouts, intentional design
Bold + Graphic — strong typography, statements, eye-catching design
Editorial + Elevated — polished, curated, magazine-inspired
Warm + Organic — natural, inviting, personal, approachable
Bright + Playful — energetic, colorful, fun
Moody + Cinematic — dramatic, atmospheric, visually rich
Modern + Trend-Forward — current, fresh, social-first
Classic + Timeless — refined, traditional, built to last
Raw + Authentic — candid, imperfect, behind-the-scenes
Luxury + Sophisticated — polished, premium, high-end
What visual styles do you want to stay away from?
Are there brand visuals you LOVE?
What do you specifically love about those brands?
Upload any brand assets you’d like me to have?
Browse Files
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Where are we starting?
Before I start creating, I want to understand what’s already happening on your platforms — what’s yours to keep, what we can build on, and what I should know going in.
Which social media platforms are you currently using?
Instagram
Facebook
TikTok
LinkedIn
X/ Twitter
Pinterest
YouTube
Which platform is most important to you right now?
Instagram
Facebook
TikTok
LinkedIn
X/ Twitter
Pinterest
YouTube
What have you tried on social media that you definitely want to keep doing?
Is there anything about your current social media presence that I should know before I start?
Are there any accounts, creators, competitors, or organizations you’d like me to pay attention to?
Let’s make sure we’re set up for success.
We’ve talked about your story, your people, your voice, your vision, and your content. Just a few final details before we start creating.
Are there upcoming events, launches, promotions, or important dates I should know about?
Who will provide photos and videos?
Social by Alexis
Client
A mix of both
Type option 4
Who will be responsible for reviewing and approving content?
Are there any people, locations, products, or topics that require special permissions before being posted?
What is something you NEVER want your social media to become?
What would make you feel like, “Alexis really gets us”?
ONE LAST THING…
You’ve told me about your business, your people, your story, and your vision.Before you go, give me the five things you really don’t want me to miss.
If I could only remember FIVE things about your brand, what would you want them to be?
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