FlexiFunnels™

How to Build a Brand from Nothing

In Leo Widrich’s first few months as co-founder of Buffer, he wrote two to three guest blog posts every day. He joined the company in January 2011, and by April, he’d gotten their brand featured in over 100 blogs. Within nine months, they’d signed up over 100,000 users.

People call what Leo did “content marketing”, “customer acquisition” and “doing things that don’t scale”, but that misses the bigger picture.

In nine short months, Leo built Buffer into a meaningful brand!

The Importance of Brand

You build a brand when you’ve carved out a piece of peoples’ brains.

Think about why Amazon is so addictive—they have a piece of our brain. Whenever we think about buying nearly any product, our first thought is to go on Amazon and get it for the lowest price. I know that I can open the app, tap twice, and have it at my house in two days.

In the early days building a brand means that you start getting direct, unattributed visitors coming to your site. These are people who are visiting your site for no reason, other than that you’ve carved out a little piece of their brains. They had a thought, and that triggered them to make a beeline to your site.

In the long term, this means that your brand spreads. Because you have space in peoples’ heads, people are thinking about you, and that means they’ll talk about you and tell your friends.

That’s why building your brand is so important. It’s what gets you off the treadmill of “doing things that don’t scale” and gets you toward real growth.

To build your brand from nothing, you need two things: novelty and repetition.

Novelty

Novelty: the quality of being new, original or unusual.

Since 1999, 37signals has been blogging about what they’re doing, why they’re doing it, and how they think about building their business. Back when they started, that was incredibly unusual. No one else was sharing how they balanced building products with consulting, or how they did A/B testing for their SaaS business.

They’re the poster child in SaaS for creating novelty around brand by sharing, educating, and helping other people learn.

Here’s how we defined novelty for our brand early at KISSmetrics:

We would share anyone and everyone’s marketing analytics content, as long as it was high-quality and genuinely useful.

We defined our brand by being helpful, and that made our Twitter account the go-to place for marketers to learn more about analytics. Over time, we grew our Twitter following to 200,000+ people, all 100% organic, without spending a dime.

Here’s how Leo defined novelty for Buffer’s brand:

How to do well on Twitter, with or without Buffer.

Over time, they injected more novelty into the brand with their scientific approach to happiness and productivity and their radical approach to company transparency. They were able to keep that novelty fresh and make it last, because it came from an authentic and genuine place.

In order to build a brand, you can’t just talk about novelty. You have to actually put it into practice and create a novel experience for people.

Repetition

To carve out space in someone’s brain, you need to get in their head over and over until you’re there to stay. You need repetition.

The “content” in “content marketing” is key here:

Content can be a tweet, a Facebook post, a blog post, or anything that can be repeatedly produced and distributed.

The power of content is that it can scale, both in terms of the infinite number of people who can consume an individual piece of content and the innumerable ways content can be packaged and produced. That scale is what creates the repetition that makes the brand.

When Leo talks about his guest blogging strategy, he emphasizes the importance of “pick[ing] quantity over quality.” Put differently:

People often overvalue brand substance and undervalue brand repetition.

Leo kept the substance narrow and centered entirely around how to do well on Twitter. He put his focus on repetition and cranked out over 150 guest posts, and that’s what made Buffer an authority on the best ways to use Twitter.

At Quick Sprout, we built a brand through my co-founder Neil Patel. We put nearly identical shots of his face on the front page, on the sidebar of the blog, on his Twitter, on his personal site and more. All that repetition adds up into making a memorable impression and carving out space in peoples’ heads.

More examples of repetition that builds the brand

At AdEspresso, every team member is drinking espresso in his or her team shot. They also use the same photos across their Facebook and Twitter profiles.

In co-founder Armando Biondi’s words, it’s the “low-intensity frequency that builds brand and confidence” and he credits it for getting them from 0 to $1M+ in annual recurring revenue.

At ReadMe, they put their owl startup mascot everywhere on their site, they use it in all of their social media and communications with customers and they have it all over their office. They also make it fun.

To founder Greg Koberger, the repetition means that “our customers know Owlbert now, but more importantly, they know that our company is a little different.”

The Best Way to Build a Brand Starts with You

When you’re starting from nothing, you’re the best brand that you can build for your business. This is the playbook that’s led people like Jason Fried, Neil Patel, and Leo Widrich to build both personal brands and their company brands from scratch.

  •  The novelty is based in what inspired you to start your business.
  • Early on, repetition is easy because you can do it against you yourself and your story. People like stories and they always want to hear about why you started your business.

When you do that, you’ll gather your collective tribe around you, and you’ll start to sit in peoples’ heads. Through repetition and maintaining novelty, you can carve out more and more space.

Before you know it, people are thinking behaviorally about you and your business. Because they’re thinking about you, they’re talking about you and sharing your product with their friends.

Building a brand is about more than giving out free swag with your logo on it. It’s about creating stories. Your product and your company exist to do jobs for your customers and help them succeed.

There are more tools and products in SaaS today than ever before. For every job that needs doing, there are a multitude of tools that fill the space. Ultimately, your brand is what differentiates your company and your product in the minds of your customers. Brand is what you need to focus on in order to compete in today’s crowded markets.

X

Forgot Password?

Join Us

Password Reset
Please enter your e-mail address. You will receive a new password via e-mail.

%d bloggers like this:
CONTACT US
221, Mount Olimpus, Rheasilvia, Mars,
Solar System, Milky Way Galaxy
+1 (999) 999-99-99
PGlmcmFtZSBzcmM9Imh0dHBzOi8vd3d3Lmdvb2dsZS5jb20vbWFwcy9lbWJlZD9wYj0hMW0xOCExbTEyITFtMyExZDYwNDQuMjc1NjM3NDU2ODA1ITJkLTczLjk4MzQ2MzY4MzI1MjA0ITNkNDAuNzU4OTkzNDExNDc4NTMhMm0zITFmMCEyZjAhM2YwITNtMiExaTEwMjQhMmk3NjghNGYxMy4xITNtMyExbTIhMXMweDAlM0EweDU1MTk0ZWM1YTFhZTA3MmUhMnNUaW1lcytTcXVhcmUhNWUwITNtMiExc2VuITJzITR2MTM5MjkwMTMxODQ2MSIgd2lkdGg9IjEwMCUiIGhlaWdodD0iMTAwJSIgZnJhbWVib3JkZXI9IjAiIHN0eWxlPSJib3JkZXI6MCI+PC9pZnJhbWU+
Thank You. We will contact you as soon as possible.
COMPANY NAME
Dolor aliquet augue augue sit magnis, magna aenean aenean et! Et tempor, facilisis cursus turpis tempor odio. Diam lorem auctor sit, a a? Lundium placerat mus massa nunc habitasse.
  • Goblinus globalus fantumo tubus dia montes
  • Scelerisque cursus dignissim lopatico vutario
  • Montes vutario lacus quis preambul denlac
  • Leftomato denitro oculus softam lorum quis
  • Spiratio dodenus christmas gulleria tix digit
  • Dualo fitemus lacus quis preambul patturtul
CONTACT US
Thank You. We will contact you as soon as possible.
PGlmcmFtZSBzcmM9Imh0dHBzOi8vd3d3Lmdvb2dsZS5jb20vbWFwcy9lbWJlZD9wYj0hMW0xOCExbTEyITFtMyExZDYwNDQuMjc1NjM3NDU2ODA1ITJkLTczLjk4MzQ2MzY4MzI1MjA0ITNkNDAuNzU4OTkzNDExNDc4NTMhMm0zITFmMCEyZjAhM2YwITNtMiExaTEwMjQhMmk3NjghNGYxMy4xITNtMyExbTIhMXMweDAlM0EweDU1MTk0ZWM1YTFhZTA3MmUhMnNUaW1lcytTcXVhcmUhNWUwITNtMiExc2VuITJzITR2MTM5MjkwMTMxODQ2MSIgd2lkdGg9IjEwMCUiIGhlaWdodD0iMTAwJSIgZnJhbWVib3JkZXI9IjAiIHN0eWxlPSJib3JkZXI6MCI+PC9pZnJhbWU+
Thank You. We will contact you as soon as possible.
COMPANY NAME
CONTACT US
Dolor aliquet augue augue sit magnis, magna aenean aenean et! Et tempor, facilisis cursus turpis tempor odio putonius mudako empero brutto populius giten facilisis cursus turpis balocus tredium todo.
Thank You. We will contact you as soon as possible.
PGlmcmFtZSBzcmM9Imh0dHBzOi8vd3d3Lmdvb2dsZS5jb20vbWFwcy9lbWJlZD9wYj0hMW0xOCExbTEyITFtMyExZDYwNDQuMjc1NjM3NDU2ODA1ITJkLTczLjk4MzQ2MzY4MzI1MjA0ITNkNDAuNzU4OTkzNDExNDc4NTMhMm0zITFmMCEyZjAhM2YwITNtMiExaTEwMjQhMmk3NjghNGYxMy4xITNtMyExbTIhMXMweDAlM0EweDU1MTk0ZWM1YTFhZTA3MmUhMnNUaW1lcytTcXVhcmUhNWUwITNtMiExc2VuITJzITR2MTM5MjkwMTMxODQ2MSIgd2lkdGg9IjEwMCUiIGhlaWdodD0iMTAwJSIgZnJhbWVib3JkZXI9IjAiIHN0eWxlPSJib3JkZXI6MCI+PC9pZnJhbWU+
CONTACT US
COMPANY NAME
221, Mount Olimpus, Rheasilvia, Mars
Solar System, Milky Way Galaxy
+1 (999) 999-99-99
Thank You. We will contact you as soon as possible.
Macbook Pro
* Intel Core i7 (3.8GHz, 6MB cache)
* Retina Display (2880 x 1880 px)
* NVIDIA GeForce GT 750M (Iris)
* 802.11ac Wi-Fi and Bluetooth 4.0
* Thunderbolt 2 (up to 20Gb/s)
* Faster All-Flash Storage (X1)
* Long Lasting Battery (9 hours)
PGlmcmFtZSB3aWR0aD0iMTAwJSIgaGVpZ2h0PSIxMDAlIiBzcmM9Ii8vd3d3LnlvdXR1YmUuY29tL2VtYmVkL3NCV1BDdmR2OEJrP2F1dG9wbGF5PTEiIGZyYW1lYm9yZGVyPSIwIiBhbGxvd2Z1bGxzY3JlZW4+PC9pZnJhbWU+
ENJOY AURORA BOREALIS
SHARE
OR
SUBSCRIBE
Vel eros amet amet mauris a habitasse scel erisque? Vel urna dis et, placerat phasellus, diam in! Placerat nec facilisis, tortor tristique. Arcu placerat sagittis, velit lorem scelerisque egestas placerat phasellus.
PLEASE SHARE US!
Vel eros amet amet mauris a habitasse scelerisque? Vel urna dis et, placerat phasellus, diam in! Placerat nec facilisis, tortor tristique. Arcu placerat sagittis, velit lorem scelerisque egestas. Lundium et, ultrices, et tempor vel proin est! Lundium sociis ac, ut ultricies ridiculus ultricies pulvinar scelerisque et adipiscing auctor, urna platea non rhoncus magna egestas montes platea sed porta nisi porta, mus integer porta elit.
PGlmcmFtZSB3aWR0aD0iMTAwJSIgaGVpZ2h0PSIxMDAlIiBzcmM9Imh0dHA6Ly93d3cueW91dHViZS5jb20vZW1iZWQvajhsU2NITzJtTTAiIGZyYW1lYm9yZGVyPSIwIiBhbGxvd2Z1bGxzY3JlZW4+PC9pZnJhbWU+
Increase more than 700% of Email Subscribers!
Dolor aliquet augue augue sit magnis, magna aenean aenean et! Et tempor, facilisis cursus turpis tempor odio. Diam lorem auctor sit, a a? Lundium placerat mus massa nunc habitasse, arcu, etiam pulvinar.
  • Goblinus globalus fantumo tubus dia
  • Scelerisque cursus dignissim lopatico
  • Montes vutario lacus quis preambul den
  • Leftomato denitro oculus softam lorum
  • Spiratio dodenus christmas gulleria tix
  • Dualo fitemus lacus quis preambul pat
  • Montes vutario lacus quis digit turtulis
  We hate spam and never share your details.
ARE YOU READY? GET IT NOW!
Increase more than 500% of Email Subscribers!
Your Information will never be shared with any third party.
SUBSCRIBE TO NEWSLETTER
Turpis dis amet adipiscing hac montes odio ac velit? Porta, non rhoncus vut, vel, et adipiscing magna pulvinar adipiscing est adipiscing urna. Dignissim rhoncus scelerisque pulvinar?
GET IT NOW
500% MORE SUBSCRIBERS
EFFICIENCY
BOOST YOUR SALES
CREATIVITY
INSPIRE YOUR VISITORS
BE UNIQUE
CREATE UNIQUE POPUPS
ARE YOU READY? GET IT NOW!
Increase more than 500% of Email Subscribers!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis viverra, urna vitae vehicula congue, purus nibh vestibulum lacus, sit amet tristique ante odio.
ENTER YOUR NAME
ENTER YOUR E-MAIL
ENTER YOUR PHONE NUMBER
Your Information will never be shared with any third party.
SUBSCRIBE TO NEWSLETTER
All rights reserved © Company Name, 2014
Dolor aliquet augue augue sit magnis, magna aenean aenean et! Et tempor, facilisis cursus turpis tempor odio, cursus montes ac turpis. Ultrices! Massa integer augue ridiculus adipiscing, massa cras pid. Turpis placerat scelerisque, vut odio mus non, mattis porttitor, nunc odio, turpis tortor sit? Pid amet, sed facilisis.
  • Goblinus globalus fantumo tandempo
  • Scelerisque cursus dignissim donus
  • Montes vutario lacus quis arcupolisio
  • Leftomato denitro oculus tepircos den
  • Spiratio dodenus christmas popupius
  • Afrenius globalus spiritum tandempo
  • Fitatos vutario lacus quis arcup delis
Do you want massive traffic?
Dignissim enim porta aliquam nisi pellentesque. Pulvinar rhoncus magnis turpis sit odio pid pulvinar mattis integer aliquam!
  • Goblinus globalus fantumo tubus dia montes
  • Scelerisque cursus dignissim lopatico vutario
  • Montes vutario lacus quis preambul den lacus
  • Leftomato denitro oculus softam lorum quis
  • Spiratio dodenus christmas gulleria tix digit
  • Dualo fitemus lacus quis preambul pat turtulis
* we never share your e-mail with third parties.
Do you want more traffic?
Dignissim enim porta aliquam nisi pellentesque. Pulvinar rhoncus magnis turpis sit odio pid pulvinar mattis integer aliquam!
  • Goblinus globalus fantumo tubus dia montes
  • Scelerisque cursus dignissim lopatico vutario
  • Montes vutario lacus quis preambul den lacus
  • Leftomato denitro oculus softam lorum quis
  • Spiratio dodenus christmas gulleria tix digit
  • Dualo fitemus lacus quis preambul pat turtulis
  • Scelerisque cursus dignissim lopatico vutario
  • Montes vutario lacus quis preambul den lacus
SUBSCRIBE TO OUR NEWSLETTER AND START INCREASING YOUR PROFITS NOW!
* we never share your e-mail with third parties.
Do you want massive traffic?
Scelerisque augue ac hac, aliquet, nascetur turpis. Augue diam phasellus odio lorem integer, aliquam aliquam sociis nisi adipiscing hacac.
  • Goblinus globalus fantumo tubus dia
  • Scelerisque cursus dignissim lopatico
  • Montes vutario lacus quis preambul
  • Leftomato denitro oculus softam lorum
  • Spiratio dodenus christmas gulleria tix
  • Dualo fitemus lacus quis preambul bela
PGlmcmFtZSB3aWR0aD0iMTAwJSIgaGVpZ2h0PSIxMDAlIiBzcmM9Imh0dHA6Ly93d3cueW91dHViZS5jb20vZW1iZWQvajhsU2NITzJtTTAiIGZyYW1lYm9yZGVyPSIwIiBhbGxvd2Z1bGxzY3JlZW4+PC9pZnJhbWU+
* we never share your details with third parties.
ARE YOU READY? GET IT NOW!
Increase more than 500% of Email Subscribers!
Your Information will never be shared with any third party.
PGlmcmFtZSB3aWR0aD0iMTAwJSIgaGVpZ2h0PSIxMDAlIiBzcmM9Ii8vd3d3LnlvdXR1YmUuY29tL2VtYmVkL3NCV1BDdmR2OEJrP2F1dG9wbGF5PTEiIGZyYW1lYm9yZGVyPSIwIiBhbGxvd2Z1bGxzY3JlZW4+PC9pZnJhbWU+
ENJOY AURORA BOREALIS
PGlmcmFtZSB3aWR0aD0iMTAwJSIgaGVpZ2h0PSIxMDAlIiBzcmM9Imh0dHBzOi8vd3d3LnlvdXR1YmUuY29tL2VtYmVkL1dzTnpQQU9RRW5FIiBmcmFtZWJvcmRlcj0iMCIgYWxsb3dmdWxsc2NyZWVuPjwvaWZyYW1lPg==
New Trailers Everyday
This is Photoshop's version of Lorem Ipsum. Proin gravida nibh vel velit auctor aliquet. Aenean sollicitudin, lorem quis bibendum auctor, nisi elit consequat ipsum, nec sagittis sem
ARE YOU READY TO CONVERT MORE VISITORS INTO REVENUE?
Your Information will never be shared with any third party.
SUBSCRIBE TO NEWSLETTER
Turpis dis amet adipiscing hac montes odio ac velit? Porta, non rhoncus vut, vel, et adipiscing magna pulvinar adipiscing est adipiscing urna. Dignissim rhoncus scelerisque pulvinar?
Schedule A FREE Marketing Genius Session!
During the Find your Inner Marketing Genius Sessions we’ll work together to…
        
* Create a crystal clear strategy for your online marketing with a proven system
* We’ll uncover hidden challenges that may be sabotaging your success online
* You’ll leave the session renewed, reenergized and inspired to finally have more success and revenue once and for all
CONTACT US
Thank You. We will contact you as soon as possible.
So Nice
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries.
Subscribe Now
JOIN OUR COMMUNITY
Just one step to success!
That moment when you realize you can be a marketing genius...
Designer Newsletter.
2017 (C) All rights reserved.
It's Your Turn. Now.
Right now we are very busy with our projects, but always feel free to contacts us by leaving a message. We will respond as soon as possible.
236 Abbey road, East London, UK
+7 (762) 3123-231
2016 (C) All rights reserved.
Subscribe Now
This is Photoshop's version of Lorem Ipsum. Proin gravida nibh vel velit auctor aliquet. Aenean sollicitudin,sedisina
2016 (C) All rights reserved.