Proof You Don’t Need to Go Viral—You Just Need to Resonate: Specificity, Slow Branding, and the Founder Mindset That Builds Cult Brands
Brand Clarity Is the New Virality: The Five-Point Shift in Cult Brand Strategy
How I’m Rebuilding in Public, Creating Resonance over Reach, and Designing a System That Actually Works
This is your weekly download on building an obsession-worthy brand—where founder-led storytelling meets strategic structure. If you’ve been wondering how to clarify your brand voice, make your content recognizable, or build a cult following (even while flying blind through new seasons of growth), this one’s for you.
As I record this episode, I’m literally walking on my desk treadmill, hair in a knot, no makeup, and zero camera setup. It’s not a moment curated for video. But it is real. And that’s exactly what today’s post is about—how to build your brand from a place of clarity, momentum, and vulnerability, not performance or perfection.
Starting Without the Blueprint (and Why That’s Not a Problem)
This season of building has pushed me into so many firsts:
Designing beauty product packaging from scratch
Navigating clean ingredient compliance across Goop, Sephora, and Detox Market standards
Fundraising for the first time
Setting up layered legal business entities
Pitching to investors, managing lab testing, and collaborating with a chemist on compatibility and stability studies
And here’s the truth: I don’t know how to do all of it. But I started. And the way through? Hasn’t been to pretend I have all the answers. It’s been honesty, clarity, and confrontational action—the kind of action that feels uncomfortable but aligned.
You’re not behind. You just haven’t started that part yet.
What Happens After You Begin? You Need a System.
Once you’re in motion, you need a structure that supports you.
For me, that looks like:
A content creation system that supports thought leadership and virality without chasing trends
Revenue and product clarity across two businesses: Oui, We Studio and Casa Noon
Tools (like the Co-CEO GPT) that help me operate like I have a second brain
This isn’t just about to-do lists or calendars. It’s about building operational flow that keeps your message, money, and mindset aligned. Especially if you’re a content-first founder, you need systems that let you show up clearly, confidently, and consistently.
The Five Mood Shifts Defining Cult Brand Culture Right Now
Inside the trend-watching, founder-building corner of the internet, here’s what’s rising to the surface—and what I think you need to know to stay ahead:
1. People are Tired of Chasing Trends
Consistency and resonance are replacing fast-viral tactics.
People want:
Founders who stick to a clear story
Content that feels layered, not templated
Messaging that leads with depth and differentiation
Ask yourself: If there were no trends, what would I still post?
Personally, I’m moving back into treating Instagram like a curated magazine. Less chasing reels, more intentional visuals and founder POV. It's resonating in a way that virality alone never could.
2. Vulnerability Is the New Influence
Founders who show up in real time, with imperfect but intentional stories, are building long-term loyalty.
Overproduction, over-performing, and over-polishing are out.
Relatable, recognizable, real-time brand building is in.
3. Specificity Beats Perfection
The brands people love most feel tailored. They say:
"This brand is for me—not for everyone."
It’s why aesthetics that match your perfect person convert more powerfully than those polished to please the masses. If everyone’s zigging with black-and-white carousels and generic hooks, zag with a POV that is unmissably yours.
4. Community Is the Only Platform You Own
Your real asset isn’t your IG account. It’s your relationships.
Build close friends lists. Start VIP segments. Host IRL events. Create ways for your ride-or-die people to reach you outside of social platforms. Because if the algorithm breaks or Instagram disappears, your brand should still stand.
5. Diluted Brands Lose Followers
People unfollow when they can't tell who you are or what you do anymore.
Chasing too many templates dilutes your core message.
A strong POV leads to strong connection.
And strong connection is what cult brands are made of.
What to Post in This Era of Brand Clarity
If recognizability is what we’re optimizing for, here are a few content formats I’m using that are working:
Founder-led reels and personal behind-the-scenes
“Weekend Life” storytelling formats
Identity-based content (what this brand is giving, who it’s for)
Honest reflections and POV posts that say, “Here’s what’s actually happening behind the scenes”
I had someone comment on a post recently: “This feels like a private club.” That’s the vibe I’m going for.
Not “just another carousel.”
But content that says: you’re in the right place, with the right people.
The Systems I Use to Stay Focused
If all of this sounds aligned—but your brain is still spinning—I want to remind you that the Co-CEO Toolkit is built to help with exactly this.
Inside, you’ll get:
The Co-CEO GPT: your creative director and AI assistant
A plug-and-play content planner
A brand clarity guide with Human Design insights
Caption starter packs and visual direction resources
It's designed to help you show up with structure and soul—without spiraling.
And if you’re still refining your visuals and brand vibe, we’ve got:
A free Visual Style Masterclass
The Brand Archetype Quiz
Both are designed to help you create a content aesthetic that feels like you—and that your perfect people will instantly recognize.
What’s Coming Up
Two things I want you to know about:
1. Cult Brand Blueprint Workshop – May 27
This is a free live workshop where I’m teaching everything I know about building identity-based brands with magnetic energy, visual clarity, and resonance over reach.
We’ll cover:
Founder-first storytelling
Cult brand frameworks
Specificity-driven visuals
Creating a “main character” brand experience
2. Smart Girls Summer Camp – July 11–13, Venice Beach, CA
We’re gathering IRL for a weekend of:
Strategy sessions
Beach walks, sauna, and cold plunge
In-person content creation and resets with fellow founders
If you’re an alum of Out of Office Club, The UnSchool, or SGMM—this is your invitation to come play, build, and breathe with us.
Spots are almost gone and prices are rising soon.
Final Thought
After we host the Cult Brand Workshop, we’ll also be opening up the Smart Girls Mastermind again. These containers are small and curated, and we’ll be opening just a few spots for founders ready to build cult-status brands with clarity and conviction.
If that sounds like you, send me a DM @ouiwegirl and let’s talk.
Tools & Mentions:
The Co-CEO GPT Toolkit: Your creative director + AI assistant in one. Caption starters, visual planning, Human Design alignment, and more.
Smart Girls Summer Camp in Venice, CA: July 11–13. ✨ IRL content creation, strategy circles, cold plunges + the ultimate biz bestie reset. DM @ouiwegirl to grab a spot before prices go up.
📲 DM Andi on Instagram @ouiwegirl to chat about the Smart Girls Mastermind opening at the end of this month — doors are about to open.
Want to go deeper?
Get in the room with us this summer — online and in real life.
