The symptoms
One week was corporate advice, the next was memes, then founder inspiration, then a borrowed carousel style. Individual posts were competent. Together they looked like a networking event where nobody had exchanged names.
The team was optimising each item and under-managing the memory created by the whole feed.
The treatment
They selected three recurring customer problems, a recognisable visual grammar and a consistent point of view. Formats varied, but the subject and fingerprints accumulated instead of resetting.
The prescription
Do this next.
- Review the last twenty posts as one body of work.
- Choose three themes the brand has permission to own.
- Create rules that allow variety without identity loss.