In a world where AI rapidly transforms how businesses connect with customers, I’m increasingly convinced that brand building isn’t just important—it’s your survival strategy. After analyzing GaryVee’s recent insights on AI and brand development, I’ve found his perspective aligns perfectly with what I’ve been seeing in the marketing landscape.
The most concerning trend I’m noticing isn’t just AI’s capabilities but also how the companies building this technology plan to monetize it. Unlike Google’s advertising model, which sends users to your business, AI platforms like ChatGPT may eventually capture the entire customer journey.
As GaryVee pointedly warns, “I think we’re going into a perilous era of big tech where they’re going to be like, ‘Fuck the nickels that come along with advertising.’ We’re going to take the whole funnel.”
Why Brand Is Your Shield Against AI Disruption
The fundamental truth is simple: you will become a commodity if you don’t build a brand. This isn’t just marketing speak—it’s the economic reality of an AI-driven marketplace.
Think about the difference between these two AI queries:
- “Send me a pizza” versus “Send me a Domino’s pizza”
- “Find me a plumber” versus “Call Mario’s Plumbing”
- “I need marketing advice” versus “What would Gary Vee think about this marketing problem?”
The brand-specific requests protect you from becoming interchangeable. When customers ask for you by name, AI can’t easily redirect them elsewhere. This is why I’m pushing my clients to invest heavily in brand building right now, before AI gatekeepers fully establish themselves.
You Don’t Need to Be the Face of Your Brand
A common objection I hear from business owners is discomfort with personal branding. GaryVee addresses this perfectly: “You don’t even have to become the face or famous, but you need your business to do a much better job in being a brand.”
Consider these examples:
- Nobody knows who “Johnny Coca-Cola” is, but everyone knows the brand
- IBM’s founders aren’t household names, but the company is globally recognized
- More people know Salesforce than know Marc Benioff
Your business can build brand recognition without requiring you to become a social media personality. What matters is consistent content creation that establishes your unique position in the market.
Content Creation Is Non-Negotiable
The practical advice here is straightforward: your business must publish 20-30 pieces of content daily across social platforms. This isn’t about vanity metrics—it’s about creating enough touchpoints to build brand recognition.
If you hate creating content, that’s fine. As GaryVee bluntly puts it: “I don’t give a [damn] about your feelings. I care about your business.” Hire someone to handle content creation if necessary.
What’s important is understanding the difference between authentic brand building and what GaryVee calls “douchebag content.” You don’t need to show off private jets or luxury items. The most effective content demonstrates your expertise, values, and unique perspective.
“I’m not the guy that stands up there going, ‘Look at me in my freaking jet.’ Dude, if you’re that rich, you shouldn’t be showing photos in your private jet.”
Resilience Is Your Competitive Advantage
Beyond brand building, what struck me most was GaryVee’s perspective on resilience. He described it as “oxygen” for business owners—something so fundamental that you simply can’t survive without it.
The most successful entrepreneurs I work with share this quality. They understand that adaptability isn’t just a nice-to-have skill; it’s the foundation of business longevity. When market conditions change or new technologies emerge, they don’t complain—they adapt.
This resilience mindset is crucial as we navigate AI’s impact on marketing. The businesses that will thrive aren’t those with the biggest budgets, but those willing to experiment, learn, and pivot quickly.
The Path Forward
Building a brand in the AI era requires intentional strategy. Here’s what I recommend:
- Increase content volume – Create more touchpoints with your audience
- Focus on differentiation – Clarify what makes your business unique
- Build direct relationships – Reduce dependence on platforms you don’t control
- Charge what you’re worth – Let the market tell you your value
- Embrace adaptability – See change as opportunity, not threat
The companies that will survive AI disruption aren’t necessarily the biggest or most tech-savvy—they’re the ones that have built such strong brand recognition that customers specifically ask for them by name.
As we move into this new era, remember that brand building isn’t just marketing—it’s business defense. The time to start isn’t when AI has already changed the rules; it’s right now, while you still have the opportunity to establish your position.