How to build visibility for your brand

Right now, a lot of businesses struggle with visibility - no one knows you exist, so no one buys from you.

Brand visibility comes down to two things: creative and audience. And both are in your hands.

In the age of AI, anyone can draft a half-decent idea and publish it. You won’t stand out on output alone — but you can still build an audience to get started. The real unlock, though, is humanmaxxing your content.

There’s a Japanese concept called Wabi-sabi — the art of finding beauty in imperfection. In a world full of polished, AI-generated sameness, your authentic self is your biggest differentiator.

How to Actually Build Creative Confidence

There’s a great book called Creative Confidence by Tom Kelley and David Kelley that breaks this down well. The core idea: creativity isn’t something you brute-force. It’s a muscle. It takes time and consistent practice — but once that muscle memory kicks in, everything changes.

The starting point? Understand your superuser. Not the investor, not the buyer — the person who actually uses your product day-to-day.

Let’s take a niche example: you’re selling order-tracking software to freight brokers.

Work backwards:

• Who’s the superuser? Ops leaders at freight companies.

• What’s the core value? Real-time shipment tracking, anti-theft, delay alerts, flagging issues within minutes.

• How do you reach them? There are roughly 26,000 freight brokers in the US — a hyper-niche market.

This is where creativemaxxing matters.

If you’re this deep in a niche, you should know every pain point — from minor friction to full-blown chaos. Then look at what your competitors are doing. Most are running motion demo videos or over-produced podcast-style content with a camera cut every three seconds.

Be different. Go unhinged and raw.

Your superuser — an ops leader at a freight company — is probably 35+, older millennial or Gen X. They deal with difficult dispatchers all day. What they want more than anything is to feel understood, and maybe laugh a little.

Here’s a rough v0 content idea:

Broker: Why isn’t the shipment delivered yet?
Driver: There’s a lot of traffic and I don’t report to you.
Broker: You’re nowhere near where you’re supposed to be.
Driver: Don’t you trust me? Are you tracking me? I thought we had a deal, Melissa.
Broker: Drop that shipment or I’m taking further action.
Driver: You’re the boss.

That’s the structure: start with frustration, shift to something unexpectedly funny, land the relatable twist. It makes people feel seen, and staying in someone’s mind is the first step to staying in their feed.

The Shareability Factor

Think about every meme you’ve ever forwarded to a co-worker. In 90% of cases, it was relatable to right now, and funny enough, that you had to pass it on.

That’s the formula for organic reach: Relatable + Surprising Element + Shareable.

Building Your Audience

Creative and audience aren’t two separate things; they feed each other.

A few principles to keep in mind:

Engage fast. There’s a dopamine hit when a brand actually responds to your comment, and responds quickly. Don’t underestimate it.

Incentivize word of mouth. “If you want to be heard, you have to make some noise.” Give people a reason to talk about you.

Own your audience. If you build your entire following on a platform, you don’t own that audience, the platform does. Convert as fast as you can, through email lists, subscriptions, or direct access, before the algorithm changes.

Be vulnerable sometimes. You don’t have to swing for viral every single time. People love watching someone build in public, showing what’s working, what isn’t, and why. Make your audience part of the journey, because without them, you don’t have one.

To Summarize

Brand visibility = Real + Raw + Communicate.

Honestly, those are just the basics of any good relationship. And that’s how you build a brand that becomes a cultural touchpoint, something people actively seek out and want to be part of.

Thanks for reading. Every week I’ll be writing about how to build, nurture, and convert audiences for specific niches. I’d love your support, and there’s a surprise coming in my next post. Stay tuned.

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