The 5 stages of attention (& how to build your brand in each one)

Building a business can often feel like navigating an endless maze.

It’s hard to know which path will lead to growth and success.

That’s why I developed the 5 Stages of Attention framework.

It's an actionable roadmap to help you understand where you are in the process of building your brand, how to progress, and why it’s okay if you’re not at the finish line yet.

At its core, this framework is about meeting you where you are and helping you maximise the opportunities at your stage.

Whether you’re just starting out or already running a profitable business, each stage offers ways you can move forward.

Read on to find out which stage you’re in…

Stage 1: Friends, family, and referrals

This is where your journey begins.

At Stage 1, your audience is primarily made up of your personal network—friends, family, and close acquaintances. Most of your business comes through referrals from people you know.

This is a critical time to focus on building strong relationships and delivering value that generates word-of-mouth support.

It can feel limited, but it’s an important foundation.

What to focus on in Stage 1:

If you’re here, focus on leveraging your network while ensuring the experiences you create for your early clients are exceptional. These relationships are your stepping stone to bigger opportunities.

Stage 2: Niche focus on a single platform

Once your personal network is tapped, it’s time to expand—but strategically.

Stage 2 is about focusing on a niche audience and building a presence on one single platform. For me, it was the SME business community on LinkedIn.

For you, it might be Instagram, YouTube, or TikTok, depending on where your target audience spends their time.

What to focus on in Stage 2:

At this stage, consistency is your best friend. Dive deep into understanding your niche, tailor your content to resonate with them, and show up regularly. You’re not trying to go broad yet; you’re building trust and recognition within a specific community.

Stage 3: Going broad and building momentum

Stage 3 marks a significant shift.

This is where you expand beyond your niche and start building a large following across multiple platforms. You’re now generating millions of views every month, reaching audiences who might not have found you in earlier stages.

What to focus on in Stage 3:

The focus here is on scalability. Your content needs to appeal to a broader audience while staying true to your brand’s core values. Collaboration, viral content, and leveraging trends become powerful tools at this stage. It’s an exciting time, but it’s also crucial to stay grounded and ensure your growth aligns with your long-term goals.

Stage 4: Owning your audience

In Stage 4, the game changes.

You’re no longer solely reliant on social media platforms to reach your audience. Instead, you focus on converting your followers into subscribers for platforms you own, like a newsletter, podcast, or app.

This shift reduces your dependence on algorithms and gives you more control over your relationship with your audience.

What to focus on in Stage 4:

Time to build your safety net. A strong email list or loyal podcast audience ensures your message reaches people directly, no matter what changes happen on social media. This stage is all about sustainability and long-term resilience.

Stage 5: The phenomenon

Few will reach Stage 5, and that’s okay.

This is the realm of mega fame—artists like Taylor Swift, actors like Ryan Reynolds, or YouTubers like MrBeast. At this stage, your name alone commands attention, and your audience spans the globe. You’ve become a cultural phenomenon.

For most businesses, reaching Stage 5 isn’t necessary or even desirable. Success looks different for everyone, and staying at Stage 3 or 4 can still lead to incredible growth and fulfilment.

Remember, it’s okay to be where you are.

This framework isn’t a race.

Each stage is valuable in its own right, and staying at one stage longer—or even indefinitely—is perfectly fine. The goal of this framework is to recognise where you are, optimise your efforts, and enjoy the process.

The only reason to entertain moving up a stage is if your rate of growth starts to decline to a level that doesn't allow you to maintain your business goals.

And for large companies out there who already have a brand that is at Stage 5 but you are the marketing manager with a tight budget, go back to Stage 1.

Work through in this order to ramp up your marketing. Go slow to go fast.

What do you think?

I’d love your feedback on this model.

Does it resonate with where you are in your business journey?

Do you feel it’s missing something?

Reply to this newsletter and let me know your thoughts—I’d love to hear from you!

Remember, the path to success isn’t about perfection; it’s about progress. Wherever you are today, you’re building something incredible. Keep going.

-Stanley, CEO