Module 4

Brand, content and community

9 lessons, 42 stepsOne instruction at a time, each with the result to expect. Tick steps as you go; Helix remembers.

Outcome: a clear brand that people know. Plus a few post topics for each channel, and a plan to build a community and reach more people.

Related SOPs: 16 Customer research and reviews

In plain words

Stage: Attract (get seen by people who want what you sell). Every lesson below is tagged with its stage; see Attract, Convert, Grow.

What it is: Your brand is how people recognise and remember you.

Why it matters: People buy from brands they trust. A clear brand makes ads cheaper and customers more loyal.

Do this:

Write one sentence on who you help and how.

Pick 3 to 4 topics you will always post about.

Post on a simple, steady schedule you can keep.

Words to know:

Organic: Unpaid: posts, search results and word of mouth that you do not pay to show.

UGC: Photos and videos made by real customers or creators instead of the brand.

All words are explained in the glossary.

Lesson 4.1: The brand coreAttract

In short

Your brand core is a one-page summary of who you are.

Do this now

Step 1: Describe 2 or 3 types of customer.

Why this matters

Your brand core is a one-page summary of who you are. Everything you write and post comes from it. Brands without one often end up competing on price and discounts. Brands with one need fewer discounts, because trust does the selling.

Step 1 of 50 of 5 done

Describe 2 or 3 types of customer. Note their goals, what bugs them and where they spend time online.

Expected result

You have 2 or 3 short customer descriptions.

Lesson 4.2: Customer profilesAttract

In short

A customer profile describes one type of buyer.

Do this now

Step 1: Collect 30 to 50 real customer quotes.

Why this matters

A customer profile describes one type of buyer. Built from real customer words, it tells you what to say in ads, pages and emails. Built from guesses, it sends you the wrong way.

Step 1 of 40 of 4 done

Collect 30 to 50 real customer quotes. Use reviews, a short survey and support emails (SOP 16 shows how).

Expected result

You have a document of real quotes.

Tips

Open: SOP 16

Lesson 4.3: Brand guidelinesAttract

In short

Brand guidelines are a short guide anyone can follow: a freelancer, a creator or an AI tool.

Do this now

Step 1: Add your logo versions and the empty space to leave around them.

Why this matters

Brand guidelines are a short guide anyone can follow: a freelancer, a creator or an AI tool. People recognise a brand after seeing it many times looking the same way. Guidelines make that happen without you checking everything.

Step 1 of 40 of 4 done

Add your logo versions and the empty space to leave around them.

Expected result

The page shows each logo with a clear-space rule.

Lesson 4.4: Content pillars by channelAttract

In short

Content pillars are the 4 to 6 topics you always post about.

Do this now

Step 1: Write your own 4 to 6 pillars, starting from the examples above.

Why this matters

Content pillars are the 4 to 6 topics you always post about. A simple set is proof, teaching, story and community, and product and offer. Each channel needs a different mix. Pillars stop you staring at a blank page.

Step 1 of 60 of 6 done

Write your own 4 to 6 pillars, starting from the examples above.

Expected result

You have a named list of pillars.

Good to know

Each channel needs a different mix. Here is a starting point:

Pillar	Instagram	TikTok	Email
Proof	Medium	Medium	Medium
Teaching	Medium	Medium	Medium
Story and community	Medium	High (much TikTok reach comes from this)	Low
Product and offer	Medium (show products, keep sales posts few)	Low	High (many people subscribe to hear about offers first)

Lesson 4.5: Communication calendarAttract

In short

A communication calendar shows what you will post and send, and when.

Do this now

Step 1: Mark your promotion dates first: launches, sales and big gifting days such as Mother's Day and Black Friday.

Why this matters

A communication calendar shows what you will post and send, and when. Planning around your sales dates means every post builds towards something.

Step 1 of 40 of 4 done

Mark your promotion dates first: launches, sales and big gifting days such as Mother's Day and Black Friday.

Expected result

Your key dates are on the calendar.

Tips

Shortcut: Add it to your calendar.

Lesson 4.6: Organic content that also feeds adsAttract

In short

Organic content means free posts, not paid ads.

Do this now

Step 1: Film 3 to 5 short videos in one or two sessions a week.

Why this matters

Organic content means free posts, not paid ads. Good free posts are a free way to test ad ideas. Posts that hold attention usually make good ads.

Step 1 of 50 of 5 done

Film 3 to 5 short videos in one or two sessions a week. Post them across the week.

Expected result

You publish 3 to 5 videos a week without filming every day.

Tips

Session: One visit to your store. One person can make several visits.

Lesson 4.7: CommunityAttract

In short

A community is a group of customers who talk to you and to each other.

Do this now

Step 1: Check your repeat purchase rate (Shopify: Analytics > Reports > New vs returning customers ).

Why this matters

A community is a group of customers who talk to you and to each other. It brings repeat purchases, content ideas and early warnings about objections. It works best when people buy more than once.

Step 1 of 80 of 8 done

Check your repeat purchase rate (Shopify: Analytics > Reports > New vs returning customers). If people rarely buy again in your category, put effort into reviews and creators instead and skip this lesson.

Expected result

You know whether community is worth it for your store.

Lesson 4.8: Personal brand and PRAttract

In short

A visible founder builds trust and gives you endless content.

Do this now

Step 1: Post one founder piece a week: an opinion, a behind-the-scenes moment or a lesson learned.

Why this matters

A visible founder builds trust and gives you endless content. Media coverage adds proof you can reuse in ads and on your site.

Step 1 of 30 of 3 done

Post one founder piece a week: an opinion, a behind-the-scenes moment or a lesson learned.

Expected result

Your audience sees a real person behind the brand every week.

Lesson 4.9: Boost creator posts with ad spendAttract

In short

Influencers (creators with an engaged audience) can spread your brand fast.

Do this now

Step 1: Send free product to 20 or more creators who fit your customer profile.

Why this matters

Influencers (creators with an engaged audience) can spread your brand fast. The best results come from seeding widely, then paying the winners for usage rights and running their content as ads.

Step 1 of 30 of 3 done

Send free product to 20 or more creators who fit your customer profile.

Expected result

Product is on its way to a wide group of creators.

Watch out

Ask creators to say clearly in their posts that the product was a gift. Ad and consumer rules expect it (see FTC: disclosures for influencers).

Tips

Open: FTC: disclosures for influencers

Self-check

Name the five parts of the brand core.
Why do strong brands discount less?
Which channel usually gets the most promotional content?
How do free posts help paid ads?
What must you do before reposting a customer's content?

Answers

Who it is for, why choose us, how we sound, what we stand for, our story.
Trust and recognition do the selling.
Email.
They test ideas for free. The posts that hold attention become ads.
Ask their permission.

Words to know in this module

Organic: Unpaid: posts, search results and word of mouth that you do not pay to show.
UGC: Photos and videos made by real customers or creators instead of the brand.
Creator: A person who makes social content and can feature your product.
Session: One visit to your store. One person can make several visits.
Usage rights: Permission to use a creator's content in a stated place (such as paid ads) for a stated time.
Partnership ad: An ad that uses a creator's post or handle, so people see their name with yours. TikTok calls these Spark Ads.

All words to know