• Table of Contents

  • Stop Chasing Virality: Build a Brand That Outlives the Algorithm
  • The Problem with Playing the Viral Lottery
  • Brand: The Long Game That Actually Wins
  • The 3-Part Framework for Building a Brand That Doesn’t Suck
  • 1. Clarity
  • 2. Consistency
  • 3. Connection
  • Real Talk: Brands That Did It Right
  • So What Should You Do Tomorrow?

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 roulette with your brand’s future. Sure, virality is sexy. It’s the marketing equivalent of a Vegas jackpot—flashing lights, champagne showers, and a dopamine hit that makes your CEO think you’re a genius. But here’s the truth bomb:

“Virality is a sugar high. Brand is the protein that builds muscle.”

So unless your business model is built on TikTok dances and trending hashtags (looking at you, Gen Z energy drink startups), it’s time to stop chasing the algorithm and start building a brand that actually means something.

The Problem with Playing the Viral Lottery

Let’s break down why “going viral” is a terrible strategy:

• It’s unpredictable: You can’t schedule virality. If you could, every brand would be famous by Tuesday.
• It’s fleeting: Viral moments fade faster than your intern’s attention span during a Zoom call.
• It rarely converts: 1 million views and 3 sales? Congrats, you just built brand awareness for your competitors.

Remember Chewbacca Mom? She got 170 million views. Kohl’s got a brief sales bump. And then… crickets. No long-term brand equity. No customer loyalty. Just a moment in the sun and a lifetime of “remember that one time?”

Brand: The Long Game That Actually Wins

Now let’s talk about the unsexy, unviral, but wildly effective strategy: building a brand. A real one. One that stands for something, speaks to someone, and sells like hell over time.

Here’s what a strong brand does that virality never will:

• Creates trust: People buy from brands they know, like, and trust. Not from the latest meme.
• Builds equity: A brand is an asset. Virality is a liability if it doesn’t align with your values.
• Drives consistency: A brand gives you a playbook. Virality gives you whiplash.

Think of your brand like a great novel. It has a voice, a plot, a protagonist (your customer), and a purpose. Virality is a tweet. Entertaining? Sure. Memorable? Maybe. Meaningful? Not unless you’re Hemingway in 280 characters.

The 3-Part Framework for Building a Brand That Doesn’t Suck

Let’s get tactical. Here’s a simple framework I call the “3 Cs of Brand Building.” (Because all good frameworks need alliteration. It’s the law.)

1. Clarity

Know who you are, what you do, and why anyone should care. If your brand positioning sounds like it was written by ChatGPT on Ambien, start over.

• Define your value prop: What problem do you solve better than anyone else?
• Know your audience: Who are you talking to? And no, “millennials” is not a target market. That’s a generation.
• Craft your voice: Are you witty? Wise? Weird? Pick a lane and own it.

2. Consistency

Brands are built through repetition. If your messaging changes more often than a politician’s stance during election season, you’ve got a problem.

• Visual identity: Use the same logo, colors, and design language everywhere. Yes, even on that rogue sales deck.
• Messaging: Your tagline, elevator pitch, and social bios should all sing the same song.
• Customer experience: From your website to your support team, every touchpoint should feel like “you.”

3. Connection

People don’t buy products. They buy stories, status, and solutions. Your brand needs to connect emotionally, not just functionally.

• Tell stories: Case studies, customer wins, founder origin tales—make it human.
• Stand for something: Take a stance. Be bold. Vanilla brands don’t get remembered—they get ignored.
• Engage your tribe: Build community, not just a customer list. Loyalty is the new currency.

Real Talk: Brands That Did It Right

Let’s look at a few brands that skipped the viral hamster wheel and built something lasting:

• Patagonia: Built on values, not virality. Their “Don’t Buy This Jacket” campaign was anti-hype—and it worked.
• Mailchimp: Quirky, consistent, and customer-obsessed. They turned email into a lovable brand. (Yes, really.)
• Liquid Death: Canned water with a death metal vibe. They didn’t chase trends—they created one.

These brands didn’t just show up. They showed up with purpose, personality, and persistence. And they’re still here, long after the latest TikTok trend has been buried in the algorithm graveyard.

So What Should You Do Tomorrow?

If you’re tired of chasing likes and praying to the algorithm gods, here’s your to-do list:

• Audit your brand: Is it clear, consistent, and connected?
• Stop measuring success in views. Start measuring it in value.
• Invest