Let the brand do the talking

Monthly content direction, topic plans and scripts, built around business goals. Production can be added as a separate engagement.

What is included

Before and after planning

Planning is built for brands and for individuals. Below are three types of account. Each has a different problem before planning, and each plan is built around a different unit: a weekly opinion, the shop's working day, the product cycle.

All three accounts below are fictional demos, shown for illustration. A real example follows as a case study.

Personal brandFictional demo

Core ideaA personal brand runs on point of view and trust. We give each personal brand one clear opinion a week, one core theme a month, and the person on camera, so a visitor quickly understands who they help and how they think.

Planning unitOne opinion a week + one core theme a month + the person on camera

Common problems

1. 1Sharing without a stanceMost posts are reshared articles and news. The person's own view never shows up.
2. 2A bio that lists titlesThe bio stacks up job titles, so a visitor can't tell who this person helps, or with what.
3. 3Only loud when sellingThe account stays quiet, then fills up with sign-up posts whenever a course or event opens.
4. 4Rarely on cameraMostly templates and the odd casual selfie. People never hear the person speak, so trust builds slowly.

clara.on.careers—posts—followers—followingclara ongCoach | Speaker | Mum | Coffee lover2TalksWorkshopMejobs & hiring weeklyAnother good read on the job market1Sat 2-5pm · DM to registerLAST CALLfew seats left!!Monday mood4Career Reset WorkshopWORKSHOP OPEN!link in bio3tech newsRepost: news on tech layoffsMonday motivationBelieve and achieve

clara.on.careers—posts—followers—followingClara OngCareer coachI help people in banking and finance plan a career switch.Ex-bank recruiter. One clear opinion every week.Book an intro callAboutOctoberQuestionsClientsAbout me: why I coach career switchersClara Ong · Careers1/6October: leaving banking@clara.on.careers · Monthly themeClara Ong · Careers1/7From ops to product, step by step@clara.on.careers · Client storyLIVELive: leaving banking, open Q&AClara Ong · Careers1/5You asked: am I too late to switch?@clara.on.careers · Reader questionIs a pay cut worth it? My honest answerYour LinkedIn headline is doing too muchClara Ong · Careers1/6Banking skills hiring managers read@clara.on.careers · Monthly themeStop calling it a “career break” on your CV

Pinned: About me: why I coach career switchers / October: leaving banking / A client's switch from ops to product

The monthly theme post, page by page

Scroll sideways for every page

1. Clara Ong · Careers1/5October: leaving banking@clara.on.careers · Leaving banking
2. Clara Ong · Careers2/5First, list what travels. Most of it does.Reading risk before others do.Explaining numbers in plain words.Knowing how compliance works.@clara.on.careers · Leaving banking
3. Clara Ong · Careers3/5Then rewrite the gap. “Career break” says nothing.Write what you did with the time: courses, projects.Headline: who you help, with what.@clara.on.careers · Leaving banking
4. Clara Ong · Careers4/5“Why leave now?” Say where you're going.Not what you're leaving behind.@clara.on.careers · Leaving banking
5. Clara Ong · Careers5/5Month end: Live, open Q&A.Send your questions in Stories this week.@clara.on.careers · Leaving banking

One week, as planned

One core theme each month, built around a professional point of view

1. MonNo post
2. TueWeekly takeStop calling it a “career break” on your CVReel (to camera)
3. WedNo post
4. ThuMonthly deep-diveOctober: leaving banking. Here's what we'll coverCarousel
5. FriNo post
6. Sat?Audience questionsAsk me: what's keeping you in banking?Story (question box)
7. SunNo post

How the week works

Three fixed slots a week: an opinion to camera on Tuesday, a carousel on the month's theme on Thursday, and a Story collecting questions on Saturday. The volume is small on purpose; what matters is a clear stance every week. The questions that come back become next week's topics, and a Live at month end closes the theme.

Content directions

Weekly take

A clear stance on a common piece of advice in the field, so people remember where the person stands.

Monthly deep-dive

One core theme split into several posts, worth saving for the people the brand wants to reach.

Audience questions

Questions collected on Stories are answered in public, so topics start from real worries.

Client stories

A past client's story, shared with permission, shows the method at work.

What changes

• The account moves from reposting news to a steady stream of its own views, so visitors can quickly tell whether it is right for them.
• A monthly theme ties single posts together into a set people want to save.
• The person appears on camera every week, so viewers hear their views and way of speaking directly, which helps build trust.
• Sign-ups and offers arrive after related content, so they no longer feel abrupt.

Shop brandFictional demo

Core ideaA shop's content follows its working rhythm. For shop brands, we give each day's bakes, each week's special and each season's pre-orders a fixed place, so neighbours know what's in today, when to drop by, and who's behind the counter.

Planning unitThe daily working rhythm + a weekly special + seasonal items + the people in the shop

Common problems

• Same counter shot, every timeEvery post shows the finished product on the counter. The handwork, the waiting and the feel of the shop never come through.
• Opening info buried in captionsClosures, sell-outs and pre-order deadlines sit in old captions, so customers keep asking by DM.
• Only visible on festive datesPosts cluster before festivals, then the account goes quiet for weeks.
• Uneven photosDifferent staff shoot under fluorescent light, so colour and sharpness change from post to post.

sundayloaf.sg—posts—followers—followingsundayloaf.sgbread • buns • cakespls DM for ordersMooncake 2024Happy National Dayfrom all of usSorry, sold outNEW!!Closed tomorrowMooncake pre-ordernow open!!Happy CNYfrom all of us

sundayloaf.sgSL—posts—followers—followingSunday Loaf BakehouseBakeryTue–Sun 7am–3pm · closed MondaysOrders by WhatsApp (text only)Your neighbourhood bakehouseChristmas box pre-orderHoursTodayPre-orderRegularsMade by handThis weekend onlyPandan chiffon loafKaya bunsStollen, test batchSat & Sun, from 7am, till sold outChristmas boxwith Aunty Mei

Hi, are you open today?Still got sourdough?Is the mooncake pre-order still open?

Content directions

Today's items

A daily Story on what's out and what's sold out replaces the “are you open?” messages.

How it's made

Prep and making footage shows the work behind the price.

Seasonal items

Pre-orders get a lead-up instead of a single last-minute post.

Regulars and staff

Familiar faces are what a neighbourhood shop is really selling.

A working day, and what goes out at each point

1. Before openingPrep and making are filmed for the week's process video.
2. First batch outToday's items go up as a Story.
3. Counter hoursRegulars and staff are photographed for the weekly people post.
4. Sold outThe same Story is updated, so nobody has to ask.
5. ClosingHours and pre-order details are saved to Highlights.

SLsundayloaf.sgTodayToday’s trayKaya bunsSold outSourdoughOn the shelfCurry bunsOn the shelfPandan chiffon loafOn the shelfClosed Mondays

Posted after the first batch, updated when something sells out.

One week, as planned

1. MonClosed
2. TueToday's items
3. WedToday's itemsHow it's made7:10am: first tray of kaya bunsReel
4. ThuToday's items
5. FriToday's itemsSeasonal itemsChristmas box pre-order: what's insideCarousel
6. SatToday's itemsRegulars and staffMeet Aunty Mei, our morning shiftReel (behind the scenes)
7. SunToday's itemsSeasonal itemsChristmas pick-up timesStory (saved to Highlights)

Daily, Tue–Sun: Today's tray + sold-out update

How the week works

One Story every opening day reports what's out and what's sold out, which answers “are you open?” before anyone asks. Two feed posts a week: one on how things are made, one on the people in the shop. In a pre-order season, the reveal and the deadline reminder are added, and pick-up times are saved to Highlights.

What changes

• Hours, sell-outs and pre-order details live in one fixed place, so customers no longer need to message the shop.
• Content follows the working day and the seasons, keeping the account active between festive dates.
• Showing the process and the people makes the shop's character easier to remember than a product shot alone.
• Seasonal pre-orders get a proper lead-up, with separate moments for the reveal and the deadline reminder.

Product brandFictional demo

Core ideaA product brand has to show where the product sits in someone's day. For product brands, we plan around the product cycle: each launch gets a teaser, a release and a how-to; ordinary days get real use; customer posts are reshared on a rhythm; promotions stay in one fixed slot.

Planning unitThe product cycle (teaser → launch → how-to → customer response) + everyday use + gifting season

Common problems

• Wall-to-wall packshotsEvery post is the product on a white background. The feed reads like a catalogue, not a brand.
• Promotions mixed into everythingDiscount codes, free-shipping notices and flash sales sit between brand posts, so the grid looks like a flyer.
• No moment to use it inNo how-to and no everyday setting, so customers can't picture where the product fits into their day.
• Reposts and festive cards fill the gapsWhen there's nothing planned, the grid fills with reshared photos and holiday templates, and the brand's look gets blurrier.

morrow.tea—posts—followers—followingmorrow tea | healthy living🍵 Hot and cold brews🍵 FREE shipping above $50!!🍵 Shopee link belowHow to orderReviewsComing soon“Life is like a cup of tea, it's all in how you make it@morrow.teaNEW ARRIVALThree new blends, now on Shopee. Link in bio!“No matter where you are, you are at home when tea is served@morrow.teaFLASH SALEends tonight!!Happy CNYfrom morrow tea

morrow.teamorrow—posts—followers—followingMorrow TeaTea shopSmall-batch tea for the working day.Online shop • Corporate gifts • Tea eventsShop the New Year gift boxBREWBrewingNEWNewGIFTSGift boxFOR TEAMSCorporatemorrowBrewing guideOsmanthus Oolongthree waysNew Year gift boxmorrowTea for the dayMorning, 3pm,after dinner

A new product, released in four steps

1. 1TeaserSomething new on Wednesday
2. 2LaunchMeet Osmanthus Oolong
3. morrowBrewing guideOsmanthus Oolongthree ways3How-toOsmanthus three ways: hot, iced, with milk
4. 4From customersCustomer photo: their mug, our Osmanthus

One week, as plannedWhere this week sits in the product cycle

1. EverydaySatDesk tea, 3pmPost (lifestyle photo)
2. TeaserMonCountdown: new tea out on WednesdayStory (teaser)
3. LaunchThis weekWedMeet Osmanthus OolongCarousel
4. How-toFriOsmanthus three ways: hot, iced, with milkCarousel (how-to)
5. Customer responseSunCustomer photos this weekStory (reshare)
6. Gifting seasonSatPromo slotGift box early-bird priceStory

How the week works

This is a launch week: a teaser Story on Monday, the launch on Wednesday, a how-to on Friday and customer reshares on Sunday, with one everyday post in between. Promotions only go into a fixed Story slot. Once the launch is done, gifting-season content picks up from there.

Content directions

Everyday use

Real settings help customers see where the product fits into their own day.

Launch cycle

Each new product gets a teaser, a launch and a how-to, instead of a single post.

From customers

Regular customer reposts let real use speak for the brand.

Gifting season

Gift content is planned early, and promotions stay in one fixed Story slot.

What changes

• The product appears in everyday settings, so customers can picture using it themselves.
• Each new product gets a teaser, a launch and a how-to, so it isn't buried after one post.
• Promotions stay in a fixed slot, keeping the brand's grid clean and consistent.
• Customer posts are reshared on a rhythm, so real users help shape how the brand is seen.

NG Classroom (NG班房)Case study

NG Classroom is a web variety show based in Singapore, published on Instagram and YouTube.

Its content is organised by programme format, each with its own look in the grid. Full episodes run on YouTube; short clips from them run on Instagram.

Programme formats

Podcast interviews

Sit-down conversations with guests in the studio, released as full episodes on YouTube.

Variety episodes

Studio episodes with a variety-show feel, built around everyday stories and life abroad.

Extracurriculars

The location series, filmed away from the studio, including shop visits and special projects.

Reels clips

Short cuts from the full episodes, posted on Instagram.

Programme sponsorship

A brand appears within episodes as a programme sponsor, with its logo and credit shown.

• Instagram @ngclassroom
• YouTube @ItsGini

Profile gridVisit Instagram

YouTubeVisit YouTube

How it runs

This is a monthly engagement, scoped to the platforms and goals involved. Email business@muridle.com for a quote.

Who this is for

Brands and individuals growing on Instagram, Facebook, Xiaohongshu, TikTok, YouTube and podcasts, including food and beverage, beauty, retail, service businesses and personal brands. The studio is headquartered in Singapore and works with clients in Singapore, Hong Kong, Macau, Malaysia and other regions.

This service covers planning. As a creative production studio, Muridle Studio can quote production separately alongside a strategy engagement.

Questions