“Building brand authority is one of the best investments a corporation can make.“
You cannot pretend to have any personal brand authority. Brand authority develops over time and results from diligence, a solid rapport with your consumer base, and astute marketing initiatives.
Your target market will regard you as reliable and knowledgeable if your brand authority is strong, which should (ideally) result in more sales.
Humans have been conditioned to follow the advice of people in positions of authority. We rely on others with knowledge and authority to educate us since we simply do not know everything.
What does this have to do with the credibility of a brand?
Simply, consumers prefer to work with trusted brands. It took years to establish brand authority, which mainly relied on paid advertising and word-of-mouth, but the internet has changed all that.
In this article, we will cover:
- How to build a strong brand authority both online and offline
- Thinking like a journalist – how it can improve your credibility
- How to brag about your accomplishments and remain humble
I wish there was a one-size-fits-all approach to establishing brand authority, but the reality is that credibility must be earned over time and with perseverance.
Here are some pointers that every brand should follow to begin developing their authority to get you started in the correct manner.
Adopt a Journalistic Mindset
Marketing professionals can develop brand authority by producing material in the journalistic style. Marketers will view their content differently if they produce it similarly to journalists. Journalists use compelling narratives to draw readers in by offering a distinctive viewpoint on a subject.
Marketers that want to write like journalists should try to:
- Cite numerous sources in your essay, both inside and outside of your organization. Different points of view, data or statistics, and instances from real life can all be found in sources.
- Choose a hook to draw the reader in without emphasizing your company or its goods or services. The objective of a marketer is to sell a good or service, but most people are more interested in how your offering will make their lives better than in the actual product.
- Be succinct. Most individuals can grasp the language that journalists employ. Your readers will stop believing you if your material is too difficult to read and complex.
Put Your Voice on Websites
There are thought leaders in every industry, and it’s likely that these thought leaders blog. An intelligent strategy to reach out and offer to discuss your distinctive viewpoint on their website is to do so.
Engage the Community in Your Industry
Find and follow other professionals in your field wherever they may be. There are probably discussions regarding your industry right now on social media. By taking part in these discussions, you develop your network and your reputation as an approachable industry leader. It will help you to build brand authority.
Ways to build authority through community involvement:
- Be of service. Giving away free counsel that assists in solving actual situations can help establish your expertise.
- Engage in social media activity. Social media can and can be utilized to establish authority, even while it shouldn’t be the only platform you use to share your material. Share both your material and that of other thinking leaders. Authentically discuss your industry in talks. It’s probably possible to locate groups of people who are actively discussing the difficulties your target audience experiences.
- Invite colleagues or thought leaders to participate with you in a webinar or event so you may share expertise and discuss your sector.
Find your area of expertise and write about it
Instead of trying to cover a wide range of topics when designing your content calendar, concentrate on strategic topics. Finding your specialization will make your material more targeted and help readers understand your area of expertise. Having inconsistent material makes it difficult to develop a loyal following.
Sharing your expertise without having any ulterior motives
Building your authority through sharing your knowledge is crucial, but if it comes out as self-serving, you risk losing credibility. By offering value to your readers, you may help them with their difficulties.
Gather and Disseminate Testimonials from Clients
Testimonials are unbiased; they convey to potential clients that your company is reputable and deserving of their patronage. Increase visibility and emphasize the value your brand offers by using client testimonials on your website.
Make a Strategy for a Variety of Content
Writing a blog is only one aspect of content marketing. Marketers can’t put all of their content eggs in one basket because there are so many different content type options available. The greatest strategy to grab your audience’s attention in their chosen format is to create a variety of content forms.
Popular content types and strategies for establishing brand authority
Static assets like white papers or eBooks
Because it will go deeper into a certain issue and assist the reader to expand their knowledge, long-form information, primarily white papers, is frequently perceived as authoritative.
Infographics frequently include facts about a subject that is supported by research. Infographics are also well-positioned to be shared regularly on social media because they are more visually appealing.
Building brand authority through video is rapidly evolving into a necessity. Video may be used by marketers in a variety of contexts, including webinars, social media posts, and even product explanatory videos. More than any other form of content, videos are better at drawing viewers’ attention and aiding in the retention of the information they contain.
Podcasts are the most widely used form of audio material. Depending on your podcast’s structure, you can establish authority by asking business leaders to discuss best practices with you, or you can offer your own anecdotes.
Display Your Successes While Remaining Humble
Our clients and prospects will take note when we communicate what we have accomplished as a brand. Share the news on social media whenever your business receives recognition for its achievements. You’ll come out as more approachable if you talk modestly about your accomplishments.
A fantastic approach to promoting yourself is networking. Use these opportunities to expand your network with others in your business who will recommend you to their network as well, whether they are at conferences, industry events, or social happy hours.
Sharing your expertise is one thing, but sharing your passion is quite another. The content you produce might reflect how much you enjoy what you do. The one thing that nobody can teach you—it comes from within—is how to share your love for your field.
Although it takes time and effort to establish a strong brand, following these straightforward steps will put you well on your way to expanding your brand authority both online and offline.