Heard it through the RISE Grapevine: October 2026 Edition

Building A Brand That Connects, Grows, and Opens Doors

Having a great product or service is important, but how do you make sure the right people know about it?

That was one of the key questions explored during the October RISE Grapevine Virtual Meetup. Entrepreneurs, business owners, and resource partners from across Southern Virginia gathered to discuss branding, digital marketing, and the connections that help businesses grow.

This month’s featured speaker was Jailyn Draper, Founder and CEO of Social Butterfly Branding, who shared her entrepreneurial journey and practical strategies for building a recognizable brand, reaching the right customers, and creating opportunities for growth.

Opening Doors to Opportunity

The meeting began with a simple question: “What’s one door you’d like to open?”

Participants shared their businesses, goals, and the opportunities they were seeking. From growing brand awareness and finding new clients to building partnerships and exploring new markets, the conversation highlighted the different paths entrepreneurs take as they build their businesses.

The icebreaker also encouraged participants to think about how they could open doors for others. Whether through a referral, an introduction, or sharing a resource, meaningful connections can lead to new opportunities.

Build a Brand that Goes Beyond the Logo

Jailyn Draper started her entrepreneurial journey by experimenting with her mother’s digital camera, creating YouTube videos, and teaching herself design and digital marketing.

Those early experiences eventually led her to launch Social Butterfly in 2020. Today, she helps entrepreneurs build stronger brands through strategy, messaging, content creation, and digital marketing.

One lesson stood out from her journey: Being good at what you do doesn’t automatically mean you’re good at marketing it.

Jailyn explained that many talented entrepreneurs struggle to grow because their target customers don’t fully understand what they offer or why it matters.

A strong brand goes beyond an attractive logo or social media graphics. It includes how a business communicates, the experience it creates, and the value customers associate with its products or services.

Four Strategies for Building a Stronger Brand

Throughout her presentation, Jailyn shared several ways entrepreneurs can strengthen their digital presence and connect with their ideal customers.

Know Your Audience

Before creating content or investing in marketing, business owners need to understand who they’re trying to reach.

Jailyn emphasized the importance of identifying your ideal customer, understanding their needs, and clearly communicating how your business can help them.

When you know your audience, you can create messaging that speaks directly to them instead of trying to appeal to everyone.

Build a Consistent Brand Identity

Your website, social media, messaging, and visual content should work together to tell a consistent story.

Jailyn encouraged entrepreneurs to think about how customers perceive their businesses. Everything from pricing and design to communication style can influence that perception.

Consistency helps customers recognize your business, understand its value, and develop trust over time.

Focus on Strategy, Not Just Social Media Posts

Posting regularly is helpful, but every post should have a purpose.

Jailyn explained that businesses should consider what they want their marketing efforts to accomplish. That might mean increasing website visits, generating leads, attracting customers, or building stronger relationships.

She also reminded participants that social media isn’t the only path to growth. Depending on the business, search engine optimization (SEO), email marketing, or other digital tools may be more effective.

The goal is to choose the right approach for your business and audience.

Use Technology to Support Growth

Technology can help entrepreneurs reach more people without adding unnecessary work.

During the discussion, Jailyn shared examples of tools she uses, including ManyChat for automated Instagram messages, Flodesk for email marketing, and Meta Business Suite for scheduling social media content.

She also discussed the growing role of artificial intelligence in marketing.

While AI can be useful, she encouraged business owners to be thoughtful about how they use it, particularly when creating graphics and branded content. Maintaining a recognizable visual identity and authentic messaging remains important.

Making Your Business Easier to Find Online

The conversation also explored SEO and Answer Engine Optimization (AEO).

As more people use tools like ChatGPT to search for information and recommendations, businesses are beginning to think beyond traditional search engines.

Jailyn encouraged entrepreneurs to focus on clear, relevant website content and consider the questions potential customers might ask when searching for their products or services.

She also highlighted the value of short-form video and content that provides useful information to the audience.

The takeaway was simple:

Effective digital marketing starts with understanding your customers and making it
easier for them to find and connect with your business.

Entrepreneurs Helping Entrepreneurs

Following the presentation, participants continued sharing ideas, resources, and opportunities for collaboration.

Several entrepreneurs discussed their goals, including finding sponsors, expanding business awareness, connecting with potential clients, and developing new partnerships.

The conversation reinforced the importance of having a network of people who are willing to share knowledge and make introductions.

Sometimes the next opportunity for your business starts with a conversation.

Regional Opportunities and Ecosystem Updates

The October Grapevine also featured updates on programs and resources available to entrepreneurs throughout Southern Virginia.

The SOVA Innovation Hub’s AI for Business Workshop Series continues with practical training designed to help business owners and employees understand and use AI in everyday work.

Participants also learned about upcoming activities for Global Entrepreneurship Week, November 16–22, including workshops focused on marketing, business financing, and practical AI skills.

Additional updates included:

• RISE Startup Playbook: Workshops designed to help aspiring entrepreneurs turn business ideas into actionable plans.
• RAMP Up: A commercialization accelerator supporting innovative businesses in agriculture, manufacturing, and related industries, with a new cohort planned for spring 2027.
• Homegrown Developers Project: A free, 10-week program focused on small-scale housing development opportunities in the region.

These programs are part of the growing network of resources available to help Southern Virginia entrepreneurs start, strengthen, and grow their businesses.

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Save the date: Next Grapevine

Our next RISE Grapevine Monthly Virtual Meetup is Thursday, November 19, 2026.
Register here.

Final Thoughts

Building a successful business takes more than having a great idea. It takes a clear message, an understanding of your customers, and a willingness to make meaningful connections.

The October Grapevine reminded us that branding is about more than how your business looks. It’s about how people experience your business, understand its value, and remember it.

Whether you’re just getting started or looking for your next opportunity to grow, taking time to strengthen your brand and connect with others can help open new doors.

Visit sovarise.com to explore upcoming events, programs, and business resources throughout Southern Virginia.