GM, and welcome back to Marketing Qualified. Here’s what we cooked up for you this week:
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The busy marketer’s shortcut to brand building. Develop a minimum viable brand (MVB).
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The real reasons people follow companies on social media. See the survey results.
👷♂️ The busy marketer’s shortcut to brand building.
Ever feel like some brands (or people) are everywhere online? While others are stuck shouting into the void? It’s not luck—it’s strategy.
The good news is that strategy doesn’t have to involve spending your entire budget on content or running yourself ragged.
Enter the Minimum Viable Brand (MVB): a lean, no-frills approach to building a brand presence that actually works.
Think of it as the MVP (minimum viable product) for marketing. You’re not aiming for perfection, just enough to show your value and open doors.
You can create an MVB for your company or for yourself to boost your personal brand.
Here’s how to build an MVB:
#1 – Pick a “That’s Interesting” statement
This is your opening line. It’s the thing that makes people stop scrolling or lean in during a conversation.
For brands:
Instead of “We sell CRM software,” try something like “We help B2B sales teams close deals faster by eliminating the need for spreadsheets.”
For individuals:
Ditch “I’m a marketing consultant” for “I help SaaS companies triple their trial-to-paid conversions.”
If your audience doesn’t think, “Tell me more,” you need to keep workshopping it.
#2 – Nail the basics
You don’t need a brand that wins design awards, but your fundamentals should be polished.
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A website that doesn’t look like it was last updated a decade ago.
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Social profiles that clearly explain what you do.
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Consistent messaging across platforms. (If your website says “enterprise solutions,” don’t post TikTok dances with your team.)
#3 – Have one killer piece of content
This is your “mic drop” moment. The thing that screams, “We know our stuff.”
For brands:
Maybe it’s a proprietary report with all kinds of juicy data or a detailed guide showing how to solve a real problem.
For individuals:
Maybe a podcast interview, thoughtful LinkedIn post, Twitter thread, or article highlighting your expertise.
Think of this as your showpiece. It doesn’t need to go viral, but it should make the right people take notice.
#4 – Remix it
Take that killer content piece and break it into smaller chunks. For example:
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A few LinkedIn posts.
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A short blog post or two.
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A newsletter blurb.
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A handful of short form video clips.
Each piece should stand on its own but tie back to your main content.
Repurposing isn’t just efficient—it’s how you stay visible if you’re short on time or have a small budget.
#5 – Have a “Choose Your Own Adventure” page
This is where you should send all traffic. Make a simple, focused landing page that answers three key questions:
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Who are you?
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What do you offer?
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What should they do next?
Why it works
An MVB isn’t about being everywhere or doing everything. It’s about focusing your efforts where they’ll have the most impact. Here’s why it works:
You stay top of mind.
A strong point of view and compelling content ensure you’re part of the right conversations.
You make referrals easy.
Whether it’s a potential client, a partner, or an advocate, your MVB gives them clear, shareable proof of your value.
You’re discoverable.
When someone Googles you or your brand, they’ll find something that builds trust and credibility.
How to know if you’re doing it right
Here’s your MVB checklist:
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Can someone describe what you do in one sentence? If not, your messaging needs work.
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Does your content make a strong impression? Your key pieces should demonstrate expertise and value, not just fill space.
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Would someone want to share it? Whether it’s a case study, a LinkedIn post, or your website, your content should make it easy for others to vouch for you.
You don’t need to be everywhere or churn out endless content. You just need to show up in the right places, say the right things, and create a few assets that open doors.
📰 In the news this week.
👩💻 The biggest news out of CES 2025.
❓ Reddit launched an AMA ad format.
🔎 What 97 trend reports reveal about social media marketing.
▶️ The key principles of video ad creation [infographic].
☑️ CMOs share their priorities for 2025.
🤝 The real reasons people follow companies on social media.
Think your followers care about your company culture or next product launch? Unless you’re Nike or Apple, probably not.
The truth is, most people follow brands for practical reasons—like coupons, incentives, or useful content. Want to grow your audience? Focus on what they value:
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Promotions that save them money.
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Content that solves a problem.
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Entertaining posts that brighten their feed.
Double down on these, and you’ll see better results.
😂 Marketing meme of the week.
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