How to Launch Like a Media Company

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, building a brand that actually matters is the only long-term play. Virality is a sugar high. Brand is the protein. And right now, too many marketers are living on Skittles and hoping for six-pack abs.

The Cult of Virality: A Modern Marketing Mirage

We’ve all seen it. The CEO walks into the Monday stand-up, eyes gleaming, and says, “Did you see that dancing plumber on Instagram? We need something like that!”

And just like that, your team is off brainstorming how to make a B2B SaaS platform “funny.” Spoiler alert: it’s not. And that’s okay.

Here’s the truth bomb:

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

Virality is unpredictable, unsustainable, and often unrepeatable. It’s the marketing equivalent of winning the lottery—except you still have to explain to your CFO why your CAC just tripled chasing TikTok fame.

Brand > Buzz: Why Longevity Beats Likes

Let’s talk about the brands that don’t need to go viral to stay relevant:

Apple: They haven’t gone viral since the iPod silhouette ads, and yet they print money like it’s a hobby.
Patagonia: Built a brand on values, not viral videos. They literally gave the company to the planet. Try topping that with a meme.
Mailchimp: Quirky, consistent, and customer-obsessed. They didn’t need a dance challenge to become a $12B acquisition.

These brands didn’t chase trends—they created them. They invested in identity, not just impressions. And they understood that brand equity compounds like interest… if you stop cashing it out for cheap clicks.

The 3-Part Framework for Building a Brand That Lasts

Ready to stop chasing the algorithm and start building something that matters? Here’s your no-BS blueprint:

1. Define Your Brand Spine

This is your core. Your DNA. The thing that doesn’t change when the market does.

Mission: Why do you exist beyond making money?
Voice: How do you sound when no one’s watching?
Values: What would you fight for in a bar fight? (Metaphorically… unless you’re Red Bull.)

Without a spine, your brand is just a jellyfish—floating wherever the current (or algorithm) takes it.

2. Create Consistent, Compelling Content

Consistency beats creativity when creativity is inconsistent. You don’t need to reinvent the wheel every week. You need to show up with value, voice, and vision—over and over again.

Think of your content like a sitcom. People come back not because every episode is groundbreaking, but because they know what to expect—and they like it.

Pro tip: Use the “3C” content model:

Core: Evergreen content that defines your POV (e.g., thought leadership, frameworks)
Community: Content that engages your audience (e.g., polls, Q&As, behind-the-scenes)
Campaign: Timely content tied to launches, events, or cultural moments

3. Play the Long Game (Even When It’s Boring)

Brand building isn’t sexy. It’s not a one-night stand—it’s a 10-year marriage. There will be dry spells. There will be awkward phases. But if you stay true to your strategy, the compounding effect is real.

Remember: Nike didn’t become Nike because of one viral ad. They became Nike because they told the same story—Just Do It—for 35 years. And they meant it.

Case Study: Duolingo—The Exception That Proves the Rule

Yes, Duolingo’s owl is a TikTok menace. But here’s the thing: they earned the right to be weird.

Before they went viral, they built a killer product, a clear brand voice, and a loyal user base. Their TikTok success isn’t random—it’s rooted in strategy. They didn’t start with memes. They started with meaning.

So unless your brand already has a strong foundation, don’t try to copy their tactics. You can’t put whipped cream on a rice cake and call it dessert.

Metrics That Matter: Stop Counting Likes, Start Counting Loyalty

Here’s what to track if you want to build a brand that lasts longer than a trending hashtag:

Brand recall: Do people remember you without Googling?
Share of voice: Are you part of the conversation—or just shouting into the void?
Customer LTV: Are people sticking around, or are you a one-hit wonder?
Referral rate: Are your customers bringing friends to the party?

Likes are nice. Loyalty is better. And no one ever built a billion-dollar brand on retweets alone.