{"id":10856,"date":"2024-01-09T09:18:51","date_gmt":"2024-01-09T03:48:51","guid":{"rendered":"https:\/\/blog.bcwebwise.com\/?p=10856"},"modified":"2024-11-28T13:34:55","modified_gmt":"2024-11-28T08:04:55","slug":"building-brand-authority-through-thought-leadership","status":"publish","type":"post","link":"https:\/\/www.bcwebwise.com\/blog\/building-brand-authority-through-thought-leadership\/","title":{"rendered":"Building Brand Authority through Thought Leadership"},"content":{"rendered":"\n

Meta\u2019s annual audience research for close to three years has been quoting consumers\u2019 shifting approach to choosing their brands. Values, ethos, character and social responsibility are what they look for, not purely great deals and hyper-convenience. <\/p>\n\n\n\n

Which is where the distinction between a brand channel and a leader\u2019s channel comes in. <\/p>\n\n\n\n

Today\u2019s audience expects brands to say politically correct things. Individuals, however, are seen as more believable, easier to call out on lies, and more real. Which means a smart leader should be leading from the front when it comes to building their organization\u2019s perception.<\/p>\n\n\n\n

No organization runs on its own steam – it takes a trickle-down effect of thoughts, goals, and values that builds any company – and therefore, any brand. And your audience knows this.<\/p>\n\n\n\n

So does that mean C-Suite now has to become the new billboard? Absolutely not! The nuances of thought leadership have grown to include much more subtle elements than simply talking about your company\u2019s achievements.<\/p>\n\n\n\n

Here\u2019s some elements you can add to your comms to get started:<\/p>\n\n\n\n

What do you want to convey about the brand?<\/h2>\n\n\n\n

Don\u2019t think about \u201cvalue for money\u201d or \u201ccutting edge\u201d as just product features. Leadership can build 30000 feet visions. So why not talk about speaking to the \u201caam aadmi\u201d and creating for their families? Or truly translating the developments in technology<\/a> into tangible human impact? You say the same things, but they translate into vision statements!<\/p>\n\n\n\n

A topic is not a one-time use item<\/h2>\n\n\n\n

Just because you make one LinkedIn post about impacting the aam aadmi\u2019s life does not mean you\u2019re done on that front. Are there articles in the news that talk about concerns from rising prices or economic pain points? Connect those to statements about how brands should be building to create value rather than just demanding value. Is someone else talking about the shift in consumer behaviour? Talk about advocating agility into the DNA of consumer facing brands to align with consumer shifts and market shifts.<\/p>\n\n\n\n

What you\u2019re doing is, you\u2019re showcasing vision, brand connection to the consumer, and real-time value focus for your brand in short content pieces!<\/p>\n\n\n\n

It\u2019s not all about work<\/h2>\n\n\n\n

Let\u2019s be honest, all work and no play is no fun, and we know that. So humanize your leaders – let them talk about how they enjoyed a musical piece or a movie or a vacation with family. Let them showcase their personal values in a way that translates to their management style. How about a holiday season post that categorically states that they\u2019re not available for the next few days because disconnecting and being with family is critical and they will not accept any of their teams being available either? <\/p>\n\n\n\n

What are the most wonderful things about your leaders that impact the organization?<\/h2>\n\n\n\n

This does not necessarily mean their business acumen. Can they explain complex concepts in minutes? Are they supremely charismatic and great talkers? Do they inspire teams with just a few sentences? <\/p>\n\n\n\n

Leverage their best and most impressive qualities to build a great persona, or to inform the format of the content. I once wrote LinkedIn content for a Marvel fan, and we connected Black Panther to IoT for an article – it was a very interesting read, and a great topical connect!<\/p>\n\n\n\n

And this is not confined to just your CEOs. Anyone in a position of leadership can build this conversation relevant to their designation. The game is about using every platform for the right reasons, and ensuring you\u2019re saying the right things. <\/p>\n\n\n\n

Leaving you with a bonus tip as a conclusion.<\/p>\n\n\n\n

Read the room<\/h2>\n\n\n\n

Understand what is important to the audience, don\u2019t try to be \u201canti-mainstream\u201d for the heck of it. Enough leaders have been canceled recently for calling out the wrong things and showcasing toxicity. Even though we\u2019re talking about organizational leaders, it\u2019s valuable to have multiple perspectives to review content and statements before going live to ensure any potential red flags are tackled in a closed environment.<\/p>\n\n\n\n

Thought leadership isn’t just about making sure your voice is loudest, or about being \u2018new\u2019 or edgy or going viral. It’s about demonstrating how your brand’s vision translates into tangible actions and impact. You don\u2019t have to focus on a new impressive thought every time the brand posts something, or the leaders have a moment in the spotlight. It\u2019s all about sustainable, purpose-driven action\u2026 and showing that to the world.<\/p>\n\n\n\n

Need some help? These tips are a great way to get started, but you can always reach out to us for a bespoke strategy to tell your audience your story.<\/p>\n","protected":false},"excerpt":{"rendered":"

Meta\u2019s annual audience research for close to three years has been quoting consumers\u2019 shifting approach to choosing their brands. Values, ethos, character and social responsibility are what they look for, not purely great deals and hyper-convenience.  Which is where the distinction between a brand channel and a leader\u2019s channel comes in.  Today\u2019s audience expects brands […]<\/p>\n","protected":false},"author":1001050,"featured_media":10862,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[809,810,811,808],"class_list":["post-10856","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-building","tag-brand-value-driven-strategy","tag-brand-values-representation","tag-building-brand-connection","tag-social-responsibility-brands"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.bcwebwise.com\/blog\/wp-json\/wp\/v2\/posts\/10856"}],"collection":[{"href":"https:\/\/www.bcwebwise.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bcwebwise.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bcwebwise.com\/blog\/wp-json\/wp\/v2\/users\/1001050"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bcwebwise.com\/blog\/wp-json\/wp\/v2\/comments?post=10856"}],"version-history":[{"count":1,"href":"https:\/\/www.bcwebwise.com\/blog\/wp-json\/wp\/v2\/posts\/10856\/revisions"}],"predecessor-version":[{"id":10857,"href":"https:\/\/www.bcwebwise.com\/blog\/wp-json\/wp\/v2\/posts\/10856\/revisions\/10857"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bcwebwise.com\/blog\/wp-json\/wp\/v2\/media\/10862"}],"wp:attachment":[{"href":"https:\/\/www.bcwebwise.com\/blog\/wp-json\/wp\/v2\/media?parent=10856"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bcwebwise.com\/blog\/wp-json\/wp\/v2\/categories?post=10856"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bcwebwise.com\/blog\/wp-json\/wp\/v2\/tags?post=10856"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}