• Table of Contents

  • Stop Chasing Virality: Build a Brand That Actually Matters
  • The Problem with the Virality Addiction
  • Brand > Buzz: Why Substance Wins
  • Here’s what these brands have in common:
  • The Anti-Viral Framework: Build a Brand That Lasts
  • 1. Core Identity
  • 2. Customer Obsession
  • 3. Content with a Spine
  • Metrics That Matter (Spoiler: It’s Not Just Views)
  • Case Study: The Brand That Said No to Virality
  • Final Truth Bomb
  • So, What Now?

Stop Chasing Virality: Build a Brand That Actually Matters

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 going to poke someone’s eye out—and not in a good, brand-awareness kind of way.

Virality is not a strategy. It’s a side effect. Like sneezing after pepper or crying during a Pixar movie. If your brand is built on chasing trends, you’re not building a brand—you’re building a TikTok account with commitment issues.

The Problem with the Virality Addiction

We’ve all seen it. The CMO walks into the Monday meeting, eyes wide, caffeine in hand, and says, “Did you see what Duolingo did on TikTok? We need to do something like that!”

Translation: “I don’t know what our brand stands for, but I’d like to gamble our Q3 budget on a dancing owl.”

Here’s the truth bomb:

“If your brand can be replaced by a meme, it probably should be.”

Virality is a sugar high. It spikes your metrics, gives you a dopamine rush, and then leaves you with a hangover and no customer loyalty. What you need is a brand that sticks—not one that trends.

Brand > Buzz: Why Substance Wins

Let’s talk about Patagonia. They’re not out here doing TikTok dances or launching NFTs of hiking boots. They’re building a brand on values, consistency, and a clear mission. And guess what? People love them for it. They’re not viral—they’re vital.

Or take Liquid Death. They sell canned water. That’s it. But they’ve built a brand so strong, people are literally tattooing it on their bodies. Why? Because they’ve nailed their positioning, tone, and audience. They’re not chasing virality—they’re creating a cult (the good kind, not the Kool-Aid kind).

Here’s what these brands have in common:

• Clarity: They know who they are and who they’re for.
• Consistency: Every touchpoint reinforces the brand.
• Conviction: They stand for something beyond the product.

Meanwhile, your brand is out here doing the Ice Bucket Challenge in 2024. Stop it. Get some help.

The Anti-Viral Framework: Build a Brand That Lasts

Let’s get tactical. Here’s a framework I call the “3 Cs of Brand Sanity.” It’s not sexy, but neither is bankruptcy.

1. Core Identity

Ask yourself: What do we stand for? What do we believe? If your answer is “engagement,” congratulations—you’ve just described a dating app, not a brand.

Define your mission, values, and voice. Make it so clear that even your intern can explain it at a bar after two margaritas.

2. Customer Obsession

Know your audience better than they know themselves. What keeps them up at night? What makes them laugh? What would they tattoo on their forearm?

Use real data, not vibes. Talk to customers. Read reviews. Lurk in Reddit threads like a brand stalker with a purpose.

3. Content with a Spine

Create content that aligns with your brand, not just what’s trending. If your brand is about sustainability, maybe don’t jump on the “fast fashion haul” trend. Just a thought.

Content should educate, entertain, or empower. Bonus points if it does all three. But above all, it should sound like you—not like a brand trying to be cool at the kids’ table.

Metrics That Matter (Spoiler: It’s Not Just Views)

Let’s talk KPIs. If your dashboard looks like a slot machine—views, likes, shares—you’re measuring noise, not impact.

Here’s what you should be tracking:

• Brand recall: Do people remember you a week later?
• Customer lifetime value: Are they sticking around?
• Referral rate: Are they telling their friends?
• Conversion from content: Are your memes moving product?

Vanity metrics are like cotton candy—fluffy, colorful, and ultimately empty. Focus on the steak, not the sizzle.

Case Study: The Brand That Said No to Virality

Let me tell you about a SaaS company I worked with. They were obsessed with going viral. Every week, a new gimmick. A rap video. A fake feud with a competitor. A CEO doing push-ups on LinkedIn. (Yes, really.)

None of it moved the needle. So we stripped it all back. We focused on their core audience—mid-market IT managers. We built content that solved real problems. We clarified the brand voice. We stopped trying to be funny and started being useful—with a wink.

Result? 3x increase in demo requests. 40% lift in organic traffic. And a brand that people actually trusted. No push-ups required.

Final Truth Bomb

“A brand built on trends will die with trends. A brand built on truth will outlive them.”

So, What Now?

If you’re tired of chasing the algorithm like a golden retriever after a squirrel, it’s time to get serious. Build a brand that matters. One that people remember, trust, and buy from—again and again.

Because at the end of