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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’ll end up with a dart in your foot and a bruised ego.

Virality is not a strategy. It’s a side effect. Like hiccups after chugging LaCroix. What you need is a brand that doesn’t just trend for 48 hours but sticks in people’s minds like that one jingle you can’t forget from the 90s. (Looking at you, “1-877-Kars-4-Kids.”)

The Problem with the “Viral or Bust” Mentality

We’ve all seen it. The CEO walks into the Monday stand-up, eyes gleaming, and says, “Let’s make something viral this week.” That’s not a strategy. That’s a cry for help.

Here’s why chasing virality is a marketing sugar high:

It’s unpredictable: Algorithms change more often than a teenager’s mood.
It’s unsustainable: You can’t build a business on 15 seconds of fame. Ask Vine stars.
It’s shallow: Viral content often lacks depth, and depth is what builds trust and loyalty.

Instead of trying to be the next TikTok sensation, focus on building a brand that people would tattoo on their body. Okay, maybe not literally—but you get the point.

Brand > Buzz: The Long Game That Wins

Let’s talk about Patagonia. They’re not out here doing TikTok dances or launching NFTs of fleece jackets. They’re building a brand rooted in values, consistency, and a clear mission. And guess what? People love them for it. They don’t need to go viral—they’re viral in people’s hearts.

Here’s the truth bomb:

“Virality is a moment. Brand is a movement.”

So how do you build a brand that outlives the algorithm? Let’s break it down.

The 5-Part Framework for Building a Brand That Sticks

1. Know Thyself (and Thy Audience)

If your brand doesn’t know who it is, how the hell is your audience supposed to? Define your brand’s:

Mission
Voice
Values
Target audience (and no, “millennials” is not a target)

Pro tip: If your brand voice sounds like it was written by a committee of beige cardigans, it’s time to spice it up.

2. Be Consistent, Not Boring

Consistency doesn’t mean monotony. It means showing up with the same energy, tone, and values across every touchpoint—from your website to your hold music (yes, even that).

Think of your brand like a great sitcom character. You always know what they’ll say, but they still surprise you. Be Chandler Bing, not a corporate robot.

3. Create Content That Educates, Entertains, or Empowers

If your content doesn’t do at least one of those three things, it’s just noise. And the internet has enough of that already (see: every comment section ever).

Here’s a quick litmus test before you hit publish:

Would I share this with a friend?
Would I bookmark this for later?
Would I tattoo this on my forehead? (Okay, maybe not that one.)

4. Build Community, Not Just Followers

Followers are vanity. Community is sanity. A loyal community will carry your brand through algorithm changes, platform shifts, and even the occasional PR hiccup.

Engage. Respond. Celebrate your fans. Make them feel like insiders, not just data points in your CRM.

5. Play the Long Game (Because That’s Where the Money Is)

Brands that last don’t sprint—they marathon. They invest in relationships, not just reach. They focus on lifetime value, not just likes.

Case in point: Apple. They didn’t become a trillion-dollar brand by going viral. They did it by building a cult-like following through design, consistency, and a clear “why.”

Real Talk: What You Can Do This Week

Let’s get tactical. Here are three things you can do this week to start building a brand that doesn’t need to beg for attention:

Audit your brand voice: Is it distinct? Is it consistent? Or does it sound like a legal disclaimer?
Talk to 5 customers: Ask them why they chose you. Their answers will tell you more than any analytics dashboard ever could.
Kill one piece of content that’s just filler: Replace it with something that actually helps your audience.

Final Word: Stop Trying to Be a Firework

Fireworks are loud, flashy, and gone in seconds. Be the campfire instead—warm, consistent, and the place people gather around.

So the next time someone in your company says, “Let’s go viral,” smile politely and say, “Let’s go valuable instead.”

Because in the end, the brands that win aren’t the ones that trend—they’re the ones that matter.

Mark Gabrielli
Founder, MarkCMO
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