Strategy > Hype: What Works When Growing Your Brand
Everyone loves a good hype, and trust me—we do too, but at what cost? Your brand?
Brands still fall into this same old trap today, and almost every day. They chase viral moments, partner with influencers, and bank on trends—without a solid strategy to sustain their growth.
How do we know?
Let’s take a walk back in time, shall we?
In 2017, Fyre Festival promised an exclusive, VIP experience on a Bahamian island, with luxury villas, gourmet food, and A-list entertainment. Amazing right?
Social media exploded with FOMO-fuelled hype, (thanks to influencers like Kendall Jenner and Bella Hadid). But when attendees arrived, they were met with disaster: relief tents instead of villas, cheese sandwiches instead of gourmet meals, and no music at all. This was the ultimate case study of why ‘HYPE’ alone is not a business model.
Hype is brief, strategy is what builds a lasting brand. Let’s just say, Strategy is the main character, and Hype is the supporting actor or actress.
As James Clear stated in Atomic Habits, “You do not rise to the level of your goals. You fall to the level of your systems.” It shows, that having a big vision for your brand is great, but without the right structures in place, it won’t amount to much.
For survival, brands don’t just focus on blowing up on social media; they focus on sustainable growth.
Brands like Duolingo have mastered the art of balancing hype with strategy. Their marketing team leans into pop culture trends (remember their TikTok-era mascot?) and anchors their brand in a strong product and clear mission: ‘making language learning fun and accessible’.
If you’re serious about growing your brand, here’s how to make strategy your best friend:
- Know Your Core Audience: Trends can shift, but your audience’s needs remain. Brands that succeed build trust by consistently providing value.
- Create Systems, Not Just Campaigns: James Clear notably said in his book Atomic Habits, ‘Success isn’t about one viral moment; it’s about repeatable, scalable actions’. Outside campaigns, create systems that work.
- Balance Brand & Performance Marketing: Hype can drive traffic, but strategy ensures that traffic converts and stays.
- Think Community, Not Just Customers: A loyal community will sustain your brand far beyond a trending moment.
Next time someone suggests jumping on the latest TikTok trend just for the views, ask yourself: “Is this helping us build a brand, or are we just chasing hype”?
Because in the end, strategy > hype. Always.
What’s best?
Redwood Consulting can help you build a brand that thrives beyond the hype.
Reach out to us today and let’s create a strategy that works!
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