Your ad campaign won’t work if you’ve ghosted your own audience. You can’t throw money into the void and expect results — especially if no one knows who you are. Even the best ads can’t save a brand with no voice.

When it comes to your various social channels, it’s one thing to post the occasional article and funny meme - and you may get decent engagement that way - but it’s much more impactful if you do a little bit of work upfront and determine who YOU are as a brand.