How I'd create content if I started over

If I had to start creating content all over again, what would I do differently?

If you notice my Instagram today, I am speaking to you. My fellow designers. But that’s not how I began my journey, and it’s almost unfair to talk about what I did back then, because it’s not relevant for you TODAY.

As you can tell, I have given the above question some real thought.

When I look at most designers trying to build their business online, I see the same pattern.

They're creating content for other designers, not for the people who would actually hire them.

They're showcasing beautiful mockups, sharing design trends, and posting work that gets tons of likes from their peers. But those peers aren't looking to hire anyone. They're just scrolling, maybe feeling inspired, and moving on.

So today, I want to walk you through the approach that I would take, if I were building my design business and trying to use social media to actually attract clients.

It's about demonstrating value to the exact people you want to work with, and I'm going to give you a six-step framework to do it.

Let's dive in.

Most designers never stop to think about who they're actually speaking to.

When you're just starting out, it's easy to model your content after the designers you admire online.

• You post your work and hope someone notices.

• You share design tips that other designers love.

• You recreate popular styles because that's what gets engagement.

And while this feels productive, it's keeping you invisible to potential clients.

You might be following designers like me, who talk about client struggles, share behind-the-scenes content, or post tips for other creatives.

But what's important to understand is that content serves a completely different purpose.

My audience today is made up of designers (like you) who want to learn and grow their skills. I'm not using my platform to attract branding clients anymore. I'm building a community of creatives.

So when you copy that approach as someone trying to land your first few clients, you're speaking to the wrong people. You're building an audience of peers who might engage with your posts, but they're not the business owners who need your help.

You're putting in the effort, but aiming in the wrong direction.

If you’re talking about color palettes, typography choices, and creative inspiration, that stuff matters to us, but it doesn't mean anything to a business owner who needs help growing their brand.

This all gets lots of likes and comments, sure. But these are all from people who are never going to pay you.

So what do Strategic Brand Designers do instead?

Instead of trying to impress other designers, you need to:

Speak directly to your ideal clients.

Show them how you solve the problems they're actually facing.

You can do so by:

• Auditing their websites,

• redesigning their logo,

• or identifying gaps in their branding.

Then explain, in simple terms, why it matters and how fixing it would help their business grow.

Think about this as, “If a client had hired you to work with them for a brand redesign, what would you tell them?

Whatever comes to your mind, you should just record that exactly and post it.

It’s called “pitching in public”.

This approach does two things.

First, it proves you understand their challenges.

You're not just guessing at what might be wrong. You've done the research, identified real issues, and thought through how those issues affect their brand. When a business owner sees that level of understanding, they recognize you as someone who gets it. You're speaking their language, addressing their actual pain points, and showing that you've taken the time to care about their specific situation.

Second, it positions you as someone who can actually help.

You're actively demonstrating your problem-solving skills. You're showing that you can look at a brand, diagnose what's not working, and present a clear solution. That's what business owners are looking for when they hire a designer. They want someone who can take a problem off their plate and deliver results.

When you tag the brand, not with the intention of poking holes in their strategy, but with the intention of helping them, they’d appreciate it. And doing so publicly will help you reach everyone else in your niche who might see it, introspect the same for their business and think, "I need that too."

Since you’re the one who helped me with that realisation, guess who they’d want to go to get help?

So how do you do this?

I'm going to walk you through the exact six steps I'd follow if I were starting fresh today.

Step 1: Find a brand in your ideal customer umbrella.

Start by getting specific about who you want to work with.

• Are you drawn to wellness brands?

• Local restaurants?

• Tech startups?

Pick a niche that excites you, then go find a brand within that space. Look for businesses that fit your ideal client profile and have visible branding or design issues you could address.

Maybe their logo looks DIY-ed. Maybe their social media looks obviously template-based or inconsistent. Maybe their messaging is confusing. Whatever it is, choose something you'd actually love to fix.

When you pick a brand you care about, your work comes across as authentic. And that authenticity is what gets attention.

Step 2: Do your homework on their problems.

Before you create anything, you need to understand what's really going on.

Spend time researching the brand. Look at their website, scroll through their social media, check out their competitors. Ask yourself: what's working? What's not? Why does this problem exist, and what's it costing them?

For example:

• if their branding is inconsistent across Instagram, website, and marketing materials, it weakens brand recognition and makes them forgettable.

• If their brand aesthetics don't resonate with their ideal customer (trying to appeal to Gen Z with corporate stock photos), they're missing their mark.

• If their logo feels generic, maybe they're blending in with every competitor.

Once you identify the problem, think through the solution. How would fixing this help them connect with their audience? How could it lead to more sales, more trust, or more visibility?

Document all of this. You'll use it when you explain your thinking.

Step 3: Write the script.

Now it's time to plan what you're going to say.

You don't need a word-for-word script, but you do need a structure.

Start by “hooking” the viewer.

You don’t want to throw them off, so in my opinion, you should start with a compliment. Not flattery, but genuine compliments on what they’re doing well. Point out what’s working well, and as a brand designer, things that you think make them an 8/10 on brand.

Then, explain what's not working and why it matters to their business. The idea is to take them to a 10/10.

And walk them through your solution, step by step.

As you go, explain your strategic decisions.

• Why would you choose that color?

• Why does this layout work better?

• Why does this messaging feel clearer?

Your goal is to help your audience understand your process, not just admire the final result.

And keep it conversational. Talk like you're explaining this to a friend, not giving a formal presentation. The more natural you sound, the more people will trust you.

Step 4: Create a Figma file to make it easy.

Once your script is ready, design your solution in Figma (or whatever software you are comfortable using).

Create a before-and-after comparison so people can see the transformation. Add annotations if it helps explain your decisions. Make it visual, clear, and easy to follow.

You don't need to spend days perfecting this.

Done is better than perfect.

The point is to show your thinking and demonstrate that you can deliver real results.

Step 5: Record a video with a green screen.

Now take that file and record a green screen video walking through it.

Talk through the problems you identified, the solutions you designed, and the reasoning behind your choices.

Keep it short (Ideally, under a minute. But if you can’t do that, break it into 30-40 seconds videos). And let your personality come through. This is your chance to show that you're not just skilled, but also someone people would actually want to work with.

The video format makes everything feel more personal. It shows you're a real person who cares about helping businesses succeed.

Step 6: Post it in a way that gets their attention.

Finally, share your video on your platform of choice.

Whether that's LinkedIn, Instagram, TikTok, or somewhere else, post it where your ideal clients are hanging out. Tag the brand you audited (or mention them in a way that grabs their attention), and write a caption that highlights the value you're offering.

Don't make it about you. Make it about them. Instead of "look what I made," focus on "here's how this could help your business grow."

When you approach it this way, you're not being pushy or salesy, instead you're being helpful.

And that's what gets people to reach out.

Shift your game from trying to "do what others are doing" to "solving problems for people you care about” on social media.

And start implementing this framework.

You’ll be surprised at what happens when you combine “your expertise” + “proactiveness” + “desire to serve”.

Hard to NOT get leads. :)

Implement it and tell me the stories!

Chat soon,

Abi 😊

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