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What is Your Brands Complementary Utility?

In Short…

A brand’s Complementary Utility is the strategic addition of value that a brand provides beyond its main product or service, such as storytelling or social initiatives, aimed at enhancing engagement and reinforcing brand identity.


For Example…

A company’s primary utility could be providing tools to optimize oral health.

The complementary utility could be that all the products are sustainable and utilize plastic-free packaging.


One of the keys to success for an effective social media strategy is creating a content calendar that marries your primary and complementary utility.