🧠Strategic Thinking Plan: Spotting Gaps in Your Brand or Campaign
🪞 Step 1: Ask These 4 Strategic Check-In Questions
(Call this your “Brown Girl Brand Audit”)
| Question | What You’re Looking For |
|---|---|
| 1. What’s missing? | A message, story, voice, or audience segment that isn’t represented? E.g., “Am I only speaking to Indian girls, not Indo-Caribbean or Muslim women?” |
| 2. What’s unclear? | Is the brand promise confusing? Is your audience unsure what problem you solve or what you stand for? |
| 3. What’s weak? | Are your CTAs soft? Is your community passive, not engaged? Are you depending on a single channel (e.g. just Instagram)? |
| 4. What’s repeated or cliché? | Are you relying on chai jokes, mehndi aesthetics, or trends that don’t differentiate your brand? |
🔍 Tool Tip: Use Google Forms or IG Story Polls to directly ask your audience:
“What do you want to see more of?”
“What’s not working or unclear about my content or brand?”
🔄 Step 2: Add a Critic’s Lens (Opposing View Exercise)
Name of your idea or campaign: e.g., “Boss Beti Branding Toolkit”
| 💠Your Intention | ❌ Strongest Counter-Argument |
|---|---|
| “This toolkit empowers Desi girls to build their brand.” | “Isn’t this too niche? Will non-South Asians relate? Are you excluding potential users?” |
| “This format is simple and aesthetic.” | “Is this too surface-level? Where’s the depth, data, or business impact?” |
| “I’m building a safe space for girls like me.” | “Are you gatekeeping your brand? What happens if someone doesn’t fully identify with your vision?” |
Your Role as a Strategic Thinker:
Preempt criticism with thoughtful clarification:
“This isn’t just about South Asian girls — it’s designed for them, but inclusive to all who resonate with our values.”
🎯 Step 3: Strategic Framing (Pitch It as a Campaign)
| Campaign Name | Boss Beti Energy |
|---|---|
| Core Problem | South Asian Gen Z women don’t see branding frameworks that reflect their identity, culture, or lived experience. |
| Emotional Driver | They want clarity and confidence — without code-switching or overexplaining who they are. |
| Strategic Solution | Deliver a toolkit + campaign that helps them show up boldly as themselves through storytelling, design, and purpose. |
| Call to Action | “Build your brown girl brand — unapologetically.” |
🔍 Step 4: Uncover New Angles (What Are You Missing?)
| Conventional Angle | New Angle (Top Marketers Would Ask) |
|---|---|
| “How can I get more engagement?” | “How can I build brand equity that outlives algorithms?” |
| “What trends are working now?” | “What cultural shifts are happening in Gen Z identity that I can lead, not follow?” |
| “How do I stand out as a brown girl brand?” | “What new archetypes or brand stories can I create beyond chai, trauma, and hustle?” |
Creative Angle Examples to Explore:
- The Soft Desi Era: Branding that centers healing, softness, and emotional visibility
- Brown Girl Boundaries: A campaign on setting limits in business, relationships, and culture
- From Eldest Daughter to CEO: Career journeys of immigrant daughters that redefine leadership
- Diaspora Design Thinking: Visuals and UX that mix tradition with digital-native expression
🖼️ One-Slide Summary (For Execs or Pitch Deck)
🧠Strategic Review: Boss Beti Brand Audit
đźź What’s Missing: Representation of regional South Asian voices (Fijian Indian, Tamil, Muslim women), clarity on brand outcome
🟡 What’s Unclear: Brand promise vs content goals
đź”´ What’s Weak: Over-reliance on IG, soft CTAs, trending aesthetics
🟢 Opposing View: May be too niche, lacks perceived business utility
🟩 Strategic Counter: Intentionally centering Desi identity creates emotional loyalty → long-term brand equity
💡 Opportunity: Build a campaign that’s not just relatable — but redefining what it means to build a brand as a South Asian woman.
📣 CTA: “Don’t shrink. Don’t blend in. Build like a Boss Beti.”
🧩 Bonus Framework: “Zoom In / Zoom Out”
Zoom Out: Does this story connect to a larger movement? (e.g., “Brown girls reclaiming their space in digital entrepreneurship.”)
Zoom In: Am I solving a specific pain point for a specific girl (e.g., “I don’t know how to start building my brand as a first-gen Indian designer”)?