How To Build a Timeless Brand
guide for building a brand that lasts
Read Time: 3 minutes
Hey - Robert here.
In today’s edition:
The real reason viral growth won’t build a brand
How timeless brands use identity to drive connection
The 3-step formula to build a brand that actually lasts
Most people think building a brand is all about going viral.
But it’s not…
It’s all about withstanding challenges, building something meaningful, and showing up when the algorithm doesn’t.
So today, I’m breaking down how to build a brand that lasts years, not just months.
Let’s dive in.
1. Build a Brand Narrative
The best brands don’t just sell products.
They sell identity.
They sell the person you become when you buy from them.
Best examples:
Ironwilled - “By any means necessary.”
They could be selling fitness clothes like any brand.
Instead, they are selling a lifestyle and identity.
Trackhouse - “Why aren’t you running?”
They have built one of the strongest running communities on IG.
They have no product yet, just movement and meaning.
Bymaximise - “Do more with your time.”
They have mastered the ‘‘enemy framework.’’
They are going to war with distraction.
As a result of building an authentic community…
Their phone case and hat drops sell out in minutes.
Even after 3 months of being inactive… Their first post got more support than ever before.
That’s the true power of building a brand around a shared identity.
People don’t just follow, they feel something inside.
Here’s how you can find your brand narrative:
Identify who your audience is trying to become
Create a strong message that connects with people
Spread the message while aligning it with your brand values
Remember - Great brands don’t chase viral trends, they create movements.
2. Use Tension Loops
The best stories don’t just end.
They leave something unresolved, a reason to come back.
Think about any show you’ve binged.
You didn’t stop at one episode.
You kept watching because you needed to know what happened next.
But here’s the truth:
You don't need millions or big production teams to replicate this.
Small creators are already using this technique.
Look at secondhandneel’s reels tab.
His content is not focused on promoting his coffee shop.
Instead, he is:
Sharing his personal story of starting a coffee shop
Revealing his goals and journey
Posting about challenges and failures
All of his content is authentic and focused on building a community.
Each video ends with tension, a loop that keeps pulling people back in.
How to use this framework:
Introduce a goal, problem, or challenge
Leave parts unresolved
Follow up later with progress or unexpected results
End each video with a cliffhanger, leaving viewers curious about the outcomes.
Because the more tension you build, the more people care.
3. Own Your Audience
The biggest brands don’t just have 1 social media account.
Because the truth is:
You can never own your audience on social media.
Social media platforms can ban your account without any prior notice.
Take a look at Codie Sanchez’s Twitter (X) post.
Her Substack page got turned off without any notice.
If that happens, how will you reach your audience?
The best creators and brands build safety nets and stronger ecosystems.
Here’s how:
Build your email list (the most valuable asset)
Spread across multiple platforms
Start a community or a podcast
Whatever happens to your social media account, you will always have a backup.
Why does this work so well?
Take a look at this framework:
You post content → They interact with your brand → The more they trust it → The higher the chance they will buy from you.
Most successful brands have mastered this.
Clothing brands don’t just announce drop days.
Instead, they are:
Teasing upcoming drops
Sharing the process behind creating products
Sharing inspiration and the message behind the drop
Documenting the journey
Announcing the moment
Following up with stories, reactions, and reviews
The more you appear in your audience’s lives, the more they will trust you.
Your audience will start to feel like they’re part of something.
Because they are.
This can be achieved by owning your audience on more than 1 platform.
How did you like today's newsletter? |
Timeless brands don’t rely on one piece of content to do all the work.
Instead, they build a strong identity and connection.
So if you’re building something that matters…
Don’t just try to go viral.
Try to last.
Not for months, but decades.
See you next Wednesday,
Robert
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