Stop guessing. Start doing sh*t properly.
Heading into 2026, having a clear understanding of your brand is essential. This starts with being intentional about what you’re putting out into the world and identifying the core themes your brand wants to talk about. These should be topics that genuinely relate to your product and the personalities behind your brand. Just as important is stepping into your customer’s shoes and thinking about what they want to see, what they need to see, and what will actually help them engage with or buy from your business.
When your content is guided by clarity and customer perspective, your messaging becomes more consistent, relevant and effective. In the marketing world, we call these themes your content pillars – and getting this shit right makes everything else easier and gives you a clear understanding of what content you need to create and push out into the world.
Now that you know your brand, you need to know your audience. And that means understanding who you’re actually selling to, not just who you think you’re selling to. Good marketing starts with stepping out of your own head and into your customer’s shoes. Think about what they want to see, what they need to hear, and the kind of connection they expect from your brand. When your messaging aligns with your audience, people engage, trust you and buy from you. If it doesn’t, it will always miss. And if you don’t understand your audience, they’ll never understand you.
A good place to start is with your FAQs. The questions people ask you most should guide what you’re talking about across your digital and social channels.
Every post should have a purpose, but that doesn’t mean you need to overthink every piece of content. Social media is a hyper-competitive landscape, and too often businesses hold back because they’re worried what they post isn’t flawless. Posting purely for the grid usually leads to content without value, and waiting for the “perfect” post means nothing gets posted at all. If you’ve made something good, put it out there, see what works and learn from it.
Content is wasted if it’s sitting in your camera roll. Get that shit off your phone and post it.
Stop stressing about making everything perfect. Too many businesses are still chasing polish instead of connection, and it shows. They over-edit, over-script and overthink every piece of content, then wonder why it feels flat.
You don’t need flawless delivery or cinematic production for your marketing to work. What actually matters is that your content is clear, valuable and authentic to who you are. When you stop trying to sound impressive and start speaking honestly, people listen.
Posting repetitive graphic content with no real purpose or human element will lose your audience fast. Graphics have their place, but they don’t build trust on their own. People would rather hear from a real person than be marketed at with another polished tile.
We’re not fucking robots, and neither are the people you’re trying to reach. At the end of the day, people sell to people.
Your brand should feel cohesive everywhere. What you’re pushing on social media should match what people see when they land on your website – same messaging, same tone, same assets, same logo. That consistency is what creates brand identity and trust. Your audience should be taken on a clear journey from your social content to your website, not dropped into a bullshit sales tab that feels disconnected from everything they’ve just seen.
If your branding isn’t consistent, or things suddenly look unfamiliar, people switch off quickly. Social content should spark interest, but your website should do the explaining.
Our portfolio is built on long-standing partnerships with brands that value creative thinking and meaningful outcomes. Below are some of the clients who have trusted Unknown Group over the past five years.
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