Strategizing Social Media presence for a Print Marketplace Brand

The Challenge

As a new marketplace brand, Dandpo faced typical early-stage challenges:

• No defined social media strategy or content structure
• Need to clearly communicate value to small business owners
• Different expectations and tones required across Instagram and LinkedIn
• Desire to look professional, modern, and trustworthy from day one

The goal was not aggressive growth, but to build a meaningful, aesthetically strong presence that could scale.

Our Approach

hb.lance started with clarity before execution.

We focused on:

• Defining Dandpo’s Ideal Customer Profiles (ICPs)
• Translating the brand promise into clear content pillars
• Designing a visual and messaging system that felt modern, friendly, and reliable

Each platform was treated differently:

• Instagram was positioned as friendly, visual, and modern
• LinkedIn was positioned as authoritative, responsible, and insight-driven

This ensured platform-native communication while maintaining a cohesive brand identity.

Services Provided

Social Media Strategy & Foundation

• ICP definition and audience mapping
• Content pillars aligned with small business needs
• Brand-led social media positioning

Instagram Content & Visual Direction

• Instagram grid layout planning
• Brand-driven, aesthetic visuals
• Friendly, modern tone aligned with digital-first SMBs

LinkedIn Brand Presence

• Authoritative brand voice tailored for business audiences
• Long-form LinkedIn articles sharing printing insights, tips, and best practices
• Positioning Dandpo as a knowledgeable printing partner for SMBs

Content Systems & Calendars

• Monthly content calendars for consistency
• Clear structure to support ongoing execution
• Notion-based planning for visibility and iteration

Results

The early-stage engagement delivered strong foundational outcomes:

• Clear and cohesive brand presence across Instagram and LinkedIn
• Improved brand visibility within the UAE small business ecosystem
• Platform-native content aligned with audience expectations
• Organic inbound inquiries via LinkedIn, validating brand positioning
• A scalable social media system ready for long-term growth

Why This Partnership Works

This engagement succeeded because hb.lance focused on building the base right:

• Strategy before scale: ICPs and content pillars defined upfront
• Platform-specific execution: Different tones without brand dilution
• Visual consistency: Aesthetic, recognizable presence from day one
• Long-term thinking: Systems designed to grow with the business