Idalia SalsamendiDigital Marketing Strategist & Influencer Catalyst

Define Your Essence #substack #shorts

8 Jun 2026 · 2 min

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1:45

Idalia Salsamendi breaks down brand essence into four parts: your archetype, emotional tone, content pillars, and bio. Missing any one is a blind spot. She works with Fortune 500 companies and says the clearest creators know exactly what service they offer, whether it's makeup, real estate, or teaching founders how to use social media.

Chapters

What is essence? Essence is knowing who and what your archetype is. It's defining your emotional tone. It's having content pillars and it's having a very clear bio. So like, I want you to think who you help, what you help them do, why you're the one. There's different archetypes on social media. If you do not know your archetype like this, then that's a yellow flag. That's a blind spot that you have right now. If you do not know your emotional tone, that's another blind spot. So if you're a content creator, the way that Chriselle Lim speaks is not the same way Caroline Worakomsky speaks, right? Two very different emotional tones. And you have to be clear with your content pillars. And I'm saying things like, oh, content pillars are dead. No, they're fucking not, guys. I work with Fortune 500 companies. Trust me, content builders are like the least thing dead right now. You need to know what your areas of focus and expertise is. So think about it this way, and I want you to write down these answers. What is the service that you offer? So are you selling makeup? Are you selling beauty skincare? Are you selling $5 million condos? Are you selling your photography skills? Are you selling your clothes? Are you selling your gym membership? What is it that you are providing? What's your service? So for my service is I, I offer education for creators and founders on social media. That's my service. I'm very clear about that. Hi, you like my outfit? Great.