How to Actually Build a Brand in 2025
Social media has changed, but most brands haven’t.
Read Time: 2 Minutes 19 Seconds
Hey - Robert here.
In today’s edition:
Why branding in 2025 is a different game
3 things outdated brands still do (and why they’re failing)
How to build a brand that actually grows today
Let’s be honest.
Social media has changed.
What used to work in 2021 is dead:
Polished product images
A perfect pastel profile grid
Over-designed profiles
That era is officially over.
Because people aren’t coming online to be sold to.
They’re coming to feel something. To be part of a community. To feel connected.
And here’s the thing:
The brands that don’t evolve are being left behind.
But the ones that do…
They’re winning faster than ever:
Mid-Day Squares sold 47M chocolate bars by documenting their journey online.
Cluely turned raw social content into a $120M SaaS brand.
TripBFF hit $50K/month by turning their Instagram into a community.
The secret? None of them relied on product photos.
Let’s break down how to build a real brand in 2025, one that actually lasts.
1. Know Exactly Who You’re Talking To
This step is overlooked far too often.
But here’s the truth:
When you try to speak to everyone, you connect with no one.
But when your message is built for one person?
People don’t just notice it, they feel it and connect to your story.
Visualize just one person:
What’s their age?
Where do they live?
What are their pain points?
What are their dreams?
How can you help them?
What are their interests?
Once you define that person clearly, your message will finally stick.
Because you’re no longer trying to reach everyone, but only that one person.
Focus on that person, and thousands will naturally follow.
2. Learn From What’s Working
The best brands don’t try to reinvent the wheel.
They steal smart and adapt even smarter.
Because we live in a golden era where winning strategies are public…
Your competitors’ playbooks are sitting on Instagram, TikTok, and YouTube for free.
Your only job is to take what exists and use it for your brand.
Here’s how:
1) Study your competitors:
Look up the top-performing videos from brands in your niche.
And dissect what works - hooks, angles, visuals, pacing, formats.
2) Watch user-generated content:
Creators are always doing the work for you.
Pay attention to how people talk about your space.
And identify the most engaging videos and read the comment sections.
You’ll have a clear idea of the content your target audience desires.
For example:
Let’s say you’re launching an oat-based food brand.
You’d start by studying content from Oatsovernight, Quaker Oats, and Oatly
From what you’d find, most of them lean into recipes and lifestyle videos.
Then, search TikTok or Instagram for organic content around oats.
You’ll spot the same: recipes, health effects, and educational videos about oats.
That’s your blueprint - made for you.
You don’t need to create from scratch, just take what works and tweak it for your brand.
3. Build a World Around Your Brand
We’re in a new era of social media…
Where people don’t just want products.
They want to be part of a story and a movement.
Like Mid-Day Squares’ founder said after selling 44M bars: “Show up in person and tell a good story.”
Forget polished product ads that drive no results.
Think of characters, narratives, and messy behind-the-scenes moments.
You’re not building just a logo, you’re building a universe.
Here’s how:
Document the journey, not just the wins, but the stumbles too
Share your mission and make people support it
Encourage user content to turn your buyers into free advertisers
Because when most brands are stuck in the paid ads rat race…
You have access to free, infinite attention.
Your unfair advantage? Your unique story.
It’s the one thing no one else can copy.
So make it personal and encourage people to rally behind it.
That’s how real brands are built today.
Can’t find the cause of your low energy?
Low energy isn't normal - find out what's really going on
Start our 3 minute questionnaire
Uncover hidden causes of fatigue
Take control of your mood
You can change what happens next. Get answers with Superpower.
How did you like today's newsletter? |
One step at a time. More strategies next week.
PS. Let me know what you think about this email - I read every reply :)
Talk soon,
Robert
Reply