• Table of Contents

  • Stop Chasing Virality: Build a Brand That Outlives the Algorithm
  • The Problem with the “Viral or Bust” Mindset
  • What to Do Instead: Build a Brand That’s Algorithm-Proof
  • 1. Nail Your Positioning Like a Pro
  • 2. Create Content That Compounds
  • 3. Build a Brand Voice That Doesn’t Suck
  • 4. Focus on Community, Not Just Clicks
  • Case Study: Duolingo’s Owl Didn’t Just Go Viral—It Built a Brand
  • The Big Idea

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 in July, building a brand that actually lasts is the real flex. Virality is a sugar high. Brand equity? That’s the protein shake that builds long-term muscle.

The Problem with the “Viral or Bust” Mindset

Marketers today are obsessed with virality like it’s the golden ticket to Wonka’s factory. But 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.”

Let’s break down why chasing virality is a losing game:

• Algorithms change. What worked last week is now buried under a sea of AI-generated dance videos and cats playing chess.
• It’s not repeatable. You can’t build a marketing plan around lightning striking twice. Unless you’re Zeus. And you’re not.
• It’s shallow. Viral content often lacks depth. It gets attention, not affection. And attention without conversion is just noise.

What to Do Instead: Build a Brand That’s Algorithm-Proof

Here’s the good news: you don’t need to go viral to win. You need to be valuable. You need to be memorable. You need to be the brand people think of when they’re ready to buy—not just when they’re scrolling at 2am in their sweatpants.

1. Nail Your Positioning Like a Pro

If your brand can’t be described in one sentence without using the word “innovative,” you’ve already lost. Positioning is the foundation of everything. It’s your brand’s GPS. Without it, you’re just wandering the marketing wilderness hoping someone notices your smoke signals.

Use this simple framework:

• For [target audience]
• Who [have this problem]
• We offer [solution]
• Unlike [competitor or status quo]
• We [unique differentiator]

Example: For busy marketing leaders who are tired of fluff, MarkCMO offers bold, strategic content that cuts through the noise—unlike generic blogs that read like they were written by a sleepy intern with ChatGPT and a hangover.

2. Create Content That Compounds

Instead of chasing the next viral hit, create content that builds over time. Think of it like compound interest—but for your brand.

• Evergreen blog posts that answer real questions your audience Googles at 3am
• Case studies that show how you actually deliver results (not just vibes)
• Email newsletters that people actually look forward to (yes, it’s possible)

Pro tip: If your content can’t pass the “Would I forward this to my boss?” test, it’s not good enough.

3. Build a Brand Voice That Doesn’t Suck

Most brand voices sound like they were written by a committee of beige cardigans. Don’t be that brand. Be the one with a pulse. Be the one people remember.

Here’s how:

• Be consistent. Your tone should be recognizable across every channel—from your homepage to your hold music.
• Be human. Write like you talk. Unless you talk like a robot. Then write like someone else talks.
• Be bold. Take a stance. Have a point of view. Vanilla doesn’t go viral—and it sure as hell doesn’t build loyalty.

4. Focus on Community, Not Just Clicks

Clicks are cute. Community is powerful. When you build a tribe around your brand, you don’t need to beg for attention—the people bring it to you.

Ways to build community:

• Start a private Slack or Discord group for your top customers or fans
• Host live events or webinars that don’t suck (read: no 45-minute product demos)
• Feature your customers in your content—make them the hero, not your product

Remember: people don’t want to follow brands. They want to follow people who stand for something. Be that brand.

Case Study: Duolingo’s Owl Didn’t Just Go Viral—It Built a Brand

Let’s talk about Duolingo. Yes, the green owl that threatens your life if you skip a Spanish lesson. Their TikTok is hilarious, weird, and wildly viral—but here’s the kicker: it’s all rooted in a strong brand voice and a clear understanding of their audience.

They didn’t just post memes. They built a character. A story. A vibe. And it worked because it was consistent, strategic, and aligned with their brand personality. That’s not luck. That’s marketing with a spine.

The Big Idea

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

If you want to win in marketing