Mark | GCMO

How to Use Customer Data Without Creeping Them Out

How to Use Customer Data Without Creeping Them Out

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by

Mark Gabrielli
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Stop Chasing Virality: Build a Brand That Outlives the Algorithm

Stop Chasing Virality: Build a Brand That Outlives the Algorithm

How to Use Customer Data Without Creeping Them Out

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, and a brief moment where everyone wants to be you. But here’s the kicker: the house always wins, and the algorithm is the house.

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 dopamine hit of likes and start building a brand that actually means something.

The Problem with Viral-First Thinking

Virality is a sugar high. It spikes your metrics, inflates your ego, and then leaves you with a hangover of unqualified leads and zero brand loyalty. You don’t need a one-hit wonder. You need a greatest hits album.

Here’s what happens when you chase virality:

  • Inconsistent messaging: You contort your brand voice to fit whatever’s trending. One week you’re inspirational, the next you’re a meme account. Pick a lane.
  • Low-quality leads: Viral content attracts eyeballs, not necessarily buyers. You’ll get traffic, but your conversion rate will look like a sad trombone.
  • Burnout: Your team becomes a content factory, churning out quantity over quality. Creativity dies. Morale follows.

Brand > Buzz: The Long Game Wins

Let’s talk about the brands that don’t need to go viral to win. Think Patagonia, Apple, or even Mailchimp. These brands have something that no algorithm can take away: clarity, consistency, and conviction.

They’ve built trust over time. They’ve told a story so well, their customers can recite it in their sleep. And they’ve created a brand experience that doesn’t rely on the whims of the For You Page.

Truth Bomb:

“If your brand disappears tomorrow and no one notices, you didn’t build a brand—you built a content calendar.”

The Anti-Viral Framework: How to Build a Brand That Lasts

Here’s your step-by-step guide to building a brand that doesn’t need to trend to thrive:

1. Nail Your Positioning

If you can’t explain what makes you different in 10 words or less, you’re not positioned—you’re just participating. Use the classic “Only X for Y that Z” formula:

  • Only [your brand]
  • for [your target audience]
  • that [your unique value]

Example: Only Liquid Death for health-conscious punks that want to murder their thirst with irony.

2. Build a Brand Voice That’s Unmistakable

Your brand voice should be so distinct that someone could read your copy without a logo and still know it’s you. Think Wendy’s Twitter, Oatly’s packaging, or Duolingo’s unhinged owl. Consistency is key—don’t sound like a law firm on your website and a frat bro on Instagram.

3. Create Content That Educates, Entertains, or Elevates

Instead of chasing trends, create content that:

  • Educates: Teach your audience something useful. Be the nerd they didn’t know they needed.
  • Entertains: Make them laugh, cry, or say “WTF did I just watch?” (in a good way).
  • Elevates: Inspire them to be better, do better, or at least buy your product.

Pro tip: If your content can’t do at least one of these, it’s just noise. And the internet has enough of that already.

4. Measure What Matters

Stop obsessing over vanity metrics. Likes don’t pay the bills. Track:

  • Brand recall: Do people remember you?
  • Engaged time: Are they actually consuming your content?
  • Conversion quality: Are your leads turning into loyal customers?

Remember: 1,000 true fans > 1 million passive scrollers.

Case Study: The Rise of Notion

Notion didn’t go viral overnight. They built a cult following by obsessing over product design, listening to their community, and creating content that made productivity feel like a lifestyle. Their YouTube tutorials? Sleek. Their templates? Addictive. Their brand? Cohesive AF.

They didn’t need a TikTok dance. They needed a clear value prop and a loyal user base that did the marketing for them.

Final Word: Be the Brand, Not the Trend

Look, I get it. Virality is tempting. It’s the marketing equivalent of a get-rich-quick scheme. But if you want to build something that lasts—something that people trust, love, and recommend—you need to play the long game.

So the next time someone on your team says, “Let’s make this go viral,” smile politely, hand them this article, and say:

“Let’s make it valuable instead.”

Now What?

Audit your brand. Tighten your positioning. Build a voice that slaps. And for the love of marketing, stop dancing for the algorithm. Build something worth remembering.

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