The CMO’s Role in Cross-Functional Innovation

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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’ll just poke someone’s eye out and get banned from the bar.

Virality is not a strategy. It’s a side effect. A symptom. Like sneezing when you look at the sun. It’s not predictable, it’s not sustainable, and it sure as hell isn’t a business model.

So why are so many marketers still chasing it like it’s the last cronut at a Brooklyn brunch spot?

The Cult of the Viral Hit

We’ve all seen it. The CEO walks into the Monday meeting, eyes gleaming, and says, “Did you see that TikTok where the guy made a grilled cheese with a hair straightener? We need something like that!”

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

Here’s the truth bomb:

“If your brand can’t survive without going viral, you don’t have a brand—you have a lottery ticket.”

Let’s talk about how to build a brand that doesn’t need to win the internet every Tuesday to stay relevant.

Framework: The 3 Pillars of Sustainable Brand Growth

Instead of chasing virality like a caffeinated squirrel, focus on these three pillars:

Clarity: Know who you are, what you do, and why anyone should care.
Consistency: Show up the same way, every time, everywhere. Like a dependable ex who still waters your plants.
Community: Build relationships, not just reach. Engagement over ego.

1. Clarity: Your Brand Is Not a Mystery Novel

If your audience needs a decoder ring to understand what you do, you’ve already lost. Your messaging should be so clear that a distracted 8th grader could explain it to their grandma while scrolling Instagram.

Ask yourself:

Can someone describe your brand in one sentence?
Do your visuals, tone, and content all tell the same story?
Would your competitors be terrified if you said it louder?

Example: Duolingo. They teach languages. Their owl is unhinged. Their tone is chaotic good. You know exactly what you’re getting—and you love them for it.

2. Consistency: Be the Brand That Shows Up

Consistency isn’t sexy. It’s not going to get you 10 million views overnight. But it will get you trust, recognition, and long-term growth. Think of it like compound interest, but for attention.

Here’s how to stay consistent without becoming boring:

Develop a brand voice guide (and actually use it)
Post regularly, not randomly
Use templates and systems to scale without losing soul

Remember: consistency beats cleverness when cleverness is inconsistent.

3. Community: The Real ROI Is in Relationships

Want to know what’s better than a million views? A thousand raving fans who buy, share, and defend your brand like it’s their firstborn.

Build community by:

Engaging in comments like a human, not a press release
Creating content that invites conversation, not just consumption
Rewarding loyalty with access, not just discounts

Case in point: Notion. Their community builds templates, shares hacks, and basically does their marketing for them. That’s not virality—that’s evangelism.

But What About the Algorithm?

Ah yes, the almighty algorithm. The invisible hand that giveth and taketh away your reach. Here’s the thing: algorithms change. Your brand shouldn’t.

Instead of trying to game the system, build a brand that people seek out regardless of what the feed is feeding them.

That means:

Creating content that adds value, not just volume
Owning your audience (email > followers, always)
Focusing on brand equity, not just engagement metrics

Because when the algorithm shifts—and it will—you want to be the brand people remember, not the one they scrolled past while half-asleep on the toilet.

Marketing That Lasts > Marketing That Blasts

Look, I get it. Virality is tempting. It’s the marketing equivalent of a Vegas jackpot. But if you want to build something that lasts longer than a TikTok trend, you need to think bigger.

Build a brand that’s clear, consistent, and community-driven. One that doesn’t need to go viral to grow. One that people trust, love, and talk about—even when you’re not trending.

Because at the end of the day, the brands that win aren’t the ones who shout the loudest. They’re the ones who show up, stand out, and stick around.

Final Thought: Stop Trying to Be a Firework

Fireworks are loud, flashy, and gone in 10 seconds. Be a lighthouse instead—steady, reliable, and impossible to ignore.

Now go build something worth remembering. And if you accidentally go viral along the way? Great. Just don’t