• Table of Contents

  • Stop Chasing Virality: Build a Brand That Outlives the Algorithm
  • The Problem with Virality: It’s a One-Night Stand
  • Brand > Buzz: The Long Game Wins
  • How to Build a Brand That Doesn’t Need to Beg for Attention
  • 1. Define Your Brand DNA
  • 2. Craft a Voice That Doesn’t Sound Like Everyone Else
  • 3. Create Content That Educates, Entertains, or Empowers
  • 4. Play the Long Game with Owned Channels
  • 5. Measure What Matters
  • Case Study: Duolingo’s Owl of Doom
  • Final Thought: Be the Brand, Not the Trend
  • Ready to Build a Brand That Doesn’t Flinch When the Algorithm Changes?

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 feels good—like a sugar high after three Red Bulls and a TikTok dance challenge. But it’s not a strategy. It’s a symptom. And often, it’s a symptom of desperation.

In the age of algorithmic roulette, too many marketers are chasing likes instead of loyalty, impressions instead of impact, and trends instead of truth. It’s time to stop worshipping the gods of short-term attention and start building brands that actually mean something.

The Problem with Virality: It’s a One-Night Stand

Virality is like that charming stranger at the bar who buys you a drink, winks, and disappears before you remember their name. It’s exciting, sure. But it doesn’t pay the bills, build customer relationships, or create long-term equity.

Here’s the cold, hard truth bomb:

“If your brand only exists when the algorithm says so, you don’t have a brand—you have a hostage situation.”

Let’s look at the data. According to a 2023 Nielsen study, 59% of consumers prefer to buy from brands they recognize and trust—even if it costs more. Meanwhile, only 2% of viral content creators convert that attention into sustainable business growth. That’s right. Two. Percent. You have better odds of getting struck by lightning while holding a selfie stick.

Brand > Buzz: The Long Game Wins

So what does a real brand look like? It’s not just a logo and a color palette. It’s a promise. A personality. A point of view. And most importantly, it’s consistent.

Let’s break it down with a simple framework I call the 3 Cs of Brand Building:

• Clarity: Know who you are, what you stand for, and why anyone should care.
• Consistency: Show up the same way across every channel, every time. No brand whiplash.
• Connection: Build emotional resonance. Make people feel something—ideally not confusion or nausea.

Take Liquid Death. They sell canned water. That’s it. But their brand? It’s a punk rock, anti-establishment, metalhead manifesto against plastic pollution. They didn’t go viral by accident—they built a brand so distinct, it couldn’t help but get noticed. And now? They’re valued at over $700 million. Not bad for H2O in a can.

How to Build a Brand That Doesn’t Need to Beg for Attention

Here’s your step-by-step guide to building a brand that doesn’t rely on the algorithm’s mood swings:

1. Define Your Brand DNA

Start with your “why.” Not the Simon Sinek TED Talk version (though it’s a banger), but the real, gritty reason your company exists. What problem are you solving? Who are you solving it for? And why should they give a damn?

2. Craft a Voice That Doesn’t Sound Like Everyone Else

If your brand voice sounds like it was written by ChatGPT on Ambien, we have a problem. Be bold. Be weird. Be human. People don’t connect with brands—they connect with personalities.

3. Create Content That Educates, Entertains, or Empowers

Stop posting for the algorithm. Start posting for your audience. Give them something they can use, laugh at, or share with their boss to look smart. Bonus points if you can do all three in one post.

4. Play the Long Game with Owned Channels

Social media is rented land. Your email list? That’s beachfront property. Invest in channels you control—email, website, community. Build assets, not just posts.

5. Measure What Matters

Vanity metrics are like cotton candy: sweet, fluffy, and nutritionally useless. Focus on metrics that tie to business outcomes—customer lifetime value, retention, conversion rates. If it doesn’t move the needle, it’s just noise.

Case Study: Duolingo’s Owl of Doom

Let’s talk about Duolingo. Yes, the language app with the slightly unhinged green owl. Their TikTok account is a masterclass in brand voice and cultural relevance. But here’s the kicker—they didn’t just go viral. They built a brand persona so strong, it became a character in its own right.

They leaned into absurdity, embraced Gen Z humor, and stayed relentlessly on-brand. The result? Over 7 million followers and a 40% increase in app downloads. That’s not just virality—that’s brand velocity.

Final Thought: Be the Brand, Not the Trend

Look, I get it. The siren song of virality is hard to resist. But if you want to build something that lasts longer than a TikTok trend cycle, you need to think bigger. Think brand-first. Think long-term. Think like a CMO, not a content intern hopped up on espresso and Instagram insights.

Because at the end of the day, the brands that win aren’t the ones that shout the loudest. They’re the ones that whisper the right thing into the right ear—over and over again—until they’re unforgettable.

Ready to Build a Brand That Doesn’t Flinch When the Algorithm Changes?

Good. Because the world doesn’t need another viral video. It needs brands with backbone, voice, and vision. So stop chasing trends. Start building truth.

And if you need help cutting through the noise and building a brand that actually matters? You know where to find me.

Mark Gabrielli
Founder, MarkCMO