• Table of Contents

  • Stop Chasing Virality: Build a Brand That Outlives the Algorithm
  • The Problem with Viral-First Thinking
  • Brand: The Long Game That Actually Wins
  • 3 Steps to Build a Brand That Doesn’t Need to Trend
  • Case Study: Duolingo’s Owl Didn’t Just Dance—It Had Strategy
  • Metrics That Actually Matter
  • How to Sell This to Your CEO (Without Getting Laughed Out of the Room)
  • Final Thought: Be the Brand, Not the Trend

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 audio clips (looking at you, Gen Z skincare brands), it’s time to stop chasing the algorithm and start building something that lasts longer than a 24-hour Instagram Story.

The Problem with Viral-First Thinking

Virality is unpredictable. It’s like trying to bottle lightning while blindfolded, on a unicycle, during a windstorm. You can’t plan for it, and you sure as hell can’t scale it. Yet, too many marketers are stuck in a loop of:

• “Let’s make this go viral!”
• “Why didn’t it go viral?”
• “Let’s try again with more emojis and a dancing llama.”

Meanwhile, your competitors are quietly building brand equity, customer loyalty, and a pipeline that doesn’t depend on the whims of the TikTok gods.

Brand: The Long Game That Actually Wins

Here’s the thing about brand: it compounds. Like interest in a high-yield savings account—if that account also made people love you, trust you, and pay you more money over time.

Great brands don’t need to go viral. They create their own gravity. Think Patagonia, Apple, or even Liquid Death (yes, the canned water company that made death metal hydration a thing). These brands didn’t just show up with a funny video—they showed up with a point of view, a consistent voice, and a product that didn’t suck.

3 Steps to Build a Brand That Doesn’t Need to Trend

1. Define Your Brand POV (Point of View)

   If your brand were a person at a party, what would they say? What would they wear? Would they be the one doing keg stands or the one judging people doing keg stands? Your POV is your brand’s personality, values, and worldview. Nail it, and you’ll never have to wonder what to post again.

2. Consistency > Creativity

   Yes, creativity matters. But consistency is what builds trust. If your brand voice changes more often than a teenager’s TikTok bio, you’re confusing your audience. Be the brand that shows up the same way every time—like a reliable friend who always brings good wine and better stories.

3. Play the Long Game with Content

   Instead of chasing trends, create content that educates, entertains, or inspires—ideally all three. Evergreen content is your best friend. It’s the content that keeps working while you sleep, like a well-trained intern who doesn’t ask for PTO.

Case Study: Duolingo’s Owl Didn’t Just Dance—It Had Strategy

Let’s talk about Duolingo. Yes, their TikTok owl is a viral sensation. But here’s what most marketers miss: the virality is built on a rock-solid brand strategy. Their tone is irreverent, their content is consistent, and their product actually delivers. The owl isn’t just dancing for likes—it’s reinforcing a brand that’s fun, effective, and a little unhinged (in the best way).

They didn’t start with “let’s go viral.” They started with “let’s be unforgettable.” Big difference.

Metrics That Actually Matter

Let’s stop measuring success by likes and start measuring by impact. Here are a few metrics that actually move the needle:

• Brand recall: Do people remember you a week later?
• Customer lifetime value (CLV): Are people sticking around and spending more?
• Organic search growth: Are people Googling you without being tricked by clickbait?
• Referral traffic: Are people talking about you in Slack, not just sharing your meme?

These are the signs of a brand that’s not just hot today—but still relevant tomorrow.

How to Sell This to Your CEO (Without Getting Laughed Out of the Room)

CEOs love numbers. They also love shiny things. So when you pitch brand over virality, come armed with data and metaphors. Try this:

“Virality is like renting a billboard in Times Square for one day. Brand is like owning the building.”

Then show them how brand investments lead to lower CAC, higher retention, and more pricing power. If they still don’t get it, send them this article. Or a dancing llama. Your call.

Final Thought: Be the Brand, Not the Trend

In a world obsessed with what’s trending, the real power lies in being timeless. Build a brand that people would miss if it disappeared tomorrow. One that doesn’t need to dance for attention because it already owns the room.

So go ahead—ditch the viral lottery ticket. Build the brand that outlives the algorithm.

Because when the trend dies, only the brand survives.

Mark Gabrielli
Founder MarkCMO
[email protected]
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