Going Digital? Here’s What to Fix Before You Start Posting

Let’s say you’ve decided to “go digital.” You’re setting up your brand’s Instagram, finally getting that website up, maybe even thinking, “Should we do email marketing?”

Pause.

Because if you’re skipping the fundamentals and diving straight into Canva, your digital presence might look pretty—but leak results faster than a broken funnel (yes, again).

Here’s what to get right before you go live:

1. Your message

Ask: what do you actually want people to know, feel, and do when they see your brand online?“Quality service” and “we care” won’t cut it. Get specific. Why should anyone remember you?

2. Your identity

No, not just a logo. We’re talking color language, tone of voice, visual consistency. If every post looks like a different personality, your audience will bounce—confused, not curious.

3. Your offer

What’s in it for them?People don’t follow brands for fun—they follow because there’s value. Deals, knowledge, inspiration, entertainment. Pick one (or blend a few), but deliver it clearly.

4. Your ecosystem

Digital isn’t just about Instagram. It’s how your email, website, ad, WhatsApp reply, and brand bio talk to each other. The smoothest brands online? They’ve stitched it all into one experience.

Final truth:

If your digital plan starts with “let’s post something” and ends with “hopefully this works,” you’re setting yourself up for… well, not much.

Instead, set the foundations first. Then build content that does the heavy lifting.

Digital doesn’t have to be complicated. But it does need to be intentional.