How to Get Sales and Marketing to Finally Play Nice

Table of Contents

Stop Chasing Virality: Build a Brand That Outlives the Algorithm

Let’s get one thing straight: if your marketing strategy is “go viral,” you might as well be playing darts blindfolded in a hurricane. Sure, you might hit the bullseye once, but odds are you’re just poking holes in your credibility.

In a world where TikTok trends expire faster than a carton of oat milk in July, building a brand that actually matters is the only long-term play. Virality is a sugar high. Brand is the protein shake. One makes you jittery and crash-prone. The other builds muscle.

The Problem with the “Viral or Bust” Mentality

Marketers today are obsessed with virality like it’s the golden ticket to Wonka’s factory. But here’s the truth bomb:

“If your brand only works when it goes viral, it doesn’t work at all.”

Let’s break down why chasing virality is a losing game:

Algorithms change more often than a teenager’s mood. What worked last week is now buried under a sea of AI-generated dance videos.
Virality doesn’t equal loyalty. A million views mean nothing if no one remembers your name tomorrow.
It’s not scalable. You can’t build a predictable pipeline on unpredictable moments.

So unless your business model is “hope and pray,” it’s time to pivot.

Brand: The Long Game That Actually Wins

Let’s talk about the unsexy, underappreciated, and wildly effective strategy of building a brand. Not a logo. Not a color palette. A brand. The kind that makes people say, “Oh yeah, I know them. They’re legit.”

Here’s what a real brand does:

Builds trust before the first click
Creates emotional connection (yes, even in B2B—your buyers are humans, not spreadsheets)
Drives pricing power—because when people believe in your brand, they’ll pay more for it
Outlasts platforms—because it’s not tied to a single channel or trend

Want proof? Look at Apple. They haven’t gone viral since the iPod silhouette ads, and yet they’re still printing money like it’s 2007. Why? Because they built a brand that people trust, love, and tattoo on their bodies (seriously, Google it).

The 3-Part Framework to Build a Brand That Doesn’t Suck

Here’s your no-fluff, no-BS framework to build a brand that actually works:

1. Nail Your Positioning

If your brand can’t explain what it does in one sentence, you’re not mysterious—you’re confusing. And confused customers don’t buy. They bounce.

Use this formula:

We help [target audience] achieve [specific outcome] without [common pain point].

Example: “We help SaaS companies grow pipeline without burning cash on bad leads.” Boom. Clear. Compelling. No jargon salad.

2. Create Consistent, Valuable Content

Content is your brand’s voice. And if your voice only shows up when you’re launching something, you sound like that friend who only calls when they need to borrow money.

Instead, show up consistently with content that:

Educates (teach them something they didn’t know)
Entertains (make them laugh, cry, or at least smirk)
Elevates (position your brand as the expert)

Pro tip: Don’t be afraid to have a personality. B2B doesn’t have to mean “Boring to Boring.”

3. Build Community, Not Just Audience

Audiences watch. Communities engage. If you want people to care about your brand, give them a reason to feel like they’re part of something.

How?

Start a Slack group or Discord for your niche
Host live events or webinars with real talk, not sales pitches
Feature your customers in your content (they’ll love you for it)

When people feel seen, they stick around. And they bring friends.

Case Study: Duolingo’s Brand Over Blitz

Let’s talk about Duolingo. Yes, the owl that threatens your life if you skip Spanish practice. They’ve gone viral on TikTok more times than I’ve had bad coffee. But here’s the kicker—they didn’t start with virality. They started with a clear brand voice: quirky, relentless, and slightly unhinged (in the best way).

They built a brand that could handle virality. So when the algorithm gods smiled upon them, they were ready. Their tone, their product, their community—it all aligned. That’s not luck. That’s strategy with feathers.

Final Truth Bomb: Virality is a Flirt. Brand is a Marriage.

Virality might get you noticed. But brand gets you remembered. And in marketing, memory is money.

So stop chasing the next trend like a golden retriever after a squirrel. Build something that lasts. Something that matters. Something that doesn’t need to dance on TikTok to stay relevant (unless that’s your thing—no judgment).