https://hitenism.com/build-brand/

“The Importance of Brand

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

“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.”

“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.”

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

“Novelty

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

“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.”

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

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

“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.”

“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.