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Branding January 26, 2023

Brand Masterclass: Positioning Yourself As An Authority

Writen by payanimedia

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In this competitive business market, more than having top-notch products/services and great prices is needed to stay in the long run. One thing that can ensure your long-term success is strong brand authority.

What is brand authority, and how is it different from brand positioning? In general, brand authority raises your business above the competition. Building full authority is the most incredible thing you can do when every business is crammed into a digital space.

When you build a strong brand authority in the industry, it becomes easier for you to attract top talent, make more sales, and achieve your revenue goals. Wondering what approach you can use to develop a strong brand authority? This article will uncover what brand authority is, how you can benefit from it, and what strategies you can use to raise your brand above the competition.

What is Brand Authority and How It Can Benefit Businesses

Brand authority is the reputation your brand has. It refers to what perceptions customers have about the business. It is about how trustworthy, professional, and honest your company is. A business with higher brand authority may enjoy countless perks, such as customer trust, a high-level influence in the business market, and an incredible reputation.

Brand authority is quite similar to an online lead, which is about buyers’ trust in what business posts on its social media platforms.

You can get inspiration from Masa Taqueria, a craft taqueria in Providence, RI. In the last couple of years, Masa Taqueria has earned the massive trust of its followers and become an authority in the industry. Numerous longstanding taco joints added quesabirria to their menu within a few months. It is not a coincidence but a solid brand authority.

Benefits of a Strong Brand Authority

A strong brand authority can benefit your business in the following ways;

Attract Top Talent

A robust brand authority helps you gravitate talented and skillful employees toward your business. Qualified employees can strengthen the core of your business. No employee wants to work with a brand that has a poor reputation. A strong brand positioning and authority can majorly help with recruitment.

Increases Sales

A solid brand authority can enhance your money-making abilities. The cache that comes with being a reputable brand helps buyers invest more in your products. You can also increase the prices of your products once you’ve established yourself as a leader in the industry. Building a solid brand authority is the simplest and most under-utilized way to increase your revenues.

Add More Value to Your Business

You can make your products/services more prestigious than the competitors with the help of a higher brand authority. When people build trust in your offerings, they feel confident they’re getting high-quality products. It gives you an edge to add more value to your business, raise product prices, and achieve revenue goals.

Excel from Your Competitors

With countless businesses in the same industry, it becomes challenging to beat the competition and stay in the long run. Building strong brand authority can set you apart from the competition. With a more substantial reputation and a loyal customer base, it becomes easier to beat the competition.

Become a Leader in the Industry

You can be a leader in the industry by building strong brand authority. This can bring more benefits for your company, as people trust more on leaders more than ordinary business owners. You can leverage your power and reputation to attract more buyers, get more leads, and boost your revenues.

Proven Strategies for Building a Brand Authority

Building a solid brand authority can be a powerful marketing strategy to stand out from competitors. With this marketing tactic, your company is seen as a trustworthy and reputable entity. Brand authority is a proven approach to take your company to the higher level possible, but it takes effort and strategic planning to show the intended results.

The following proven strategies can help you build a powerful brand authority;

1.  Stay Consistent with Your Brand Messaging

Undoubtedly, pivoting is necessary for many marketers, but it does not mean losing the clarity and essence of your brand’s voice. Staying consistent and transparent with your brand’s messaging is the first and foremost for building a powerful brand authority. Your brand’s personality, voice, and tune help customers understand what you have in your proposal and how they can benefit from it.

A recent study by Lucidpress reveals that clarity and consistency in branding can help companies improve their revenue by 33%. You can use the following tips to stay clear and consistent with your branding;

  • Create a brandbook that can reflect necessary databases about your brand, including your logo, official colors, image style, fonts, and many more.
  • Have an organized flow for approving marketing content or new visuals. This practice will ensure that nothing falls through the cracks when your assets are published on your website.
  • Keep all of your assets easy to sort and organize by using some asset management tools.

Staying consistent with the branding can make your brand more effective and impactful.

2.  Create High-Quality Content

Creating high-quality and customized content is another proven strategy to improve your brand authority. For example, you can create blog posts to deliver valuable information to your buyers and clients. You can include all the details, features, and benefits of your products/services in blog posts to help buyers compare your services with others and make wise decisions.

Formatting your blog posts correctly and updating them regularly can entice visitors to return to your business website often. The readers can also share your content with others if they find it valuable and informative. To make it happen, you need to address the common concerns of your target audience to make your content relevant and impactful.

When creating a blog post for your brand’s website, prefer using a simple and friendly tone to connect with a vast number of audiences. Adding a variety of blog posts can also be an excellent strategy to capture the customers’ attention. For example, you can use different blog styles, such as definition articles, opinion posts, company profiles, testimonials, question-and-answer posts, and interviews.

3.  Focus on Improving Customer User Experience

User experience can significantly impact what people think about your brand. When buyers don’t appreciate what they like about your products/services, it becomes challenging to boost your brand authority.

You can learn a lesson from the recent experience of Notion on how important it is to focus on user experience. The Notion is a digital workspace note-taking tool. When this tool experienced a DNS issue, it left users unable to access their files, notes, and other sensitive data for some time. Because of this issue, users of Notion were greatly inconvenienced.

Customer data protection is the heart of user experience that brands can’t ignore at any cost. Ineffective user experience and lack of data protection can damage the brand’s reputation and result in customer churn. For successful branding, you must ensure every aspect of your user experience is geared to your customer’s needs, expectations, and preferences.

4.  Focus on Relationship-Building

Relationship-building is also influential approach companies can use to improve their brand authority. Especially when you start a business, it becomes difficult to grab the attention of the buyers and make more sales. Maintaining a relationship with prospects and clients can provide you an edge to get more from your authority marketing efforts.

Prioritizing your customers’ needs and listening to what they’re saying about your brand can be a powerful strategy to build a strong relationship with your customers. You can conduct market research or surveys on different social media platforms to understand the expectation and preferences of your customers.

Ask your customers to review your products/services. Tune into your customers’ experience regardless of if it is positive or negative. Respond positively to negative customer experiences and find sustainable ways to eliminate blind spots.

5.  Collect Social Proofs

In digital marketing, social proofs are inevitable to show customers that others are reaping benefits from your products or services. For example, if a customer leaves a positive review on your business website, you can share it on different channels to demonstrate to new buyers that your products are worth buying.

There are a variety of social proofs that you can use to show your credibility and effectiveness, some of which are;

  • User Social Proofs

User social proof includes the positive reviews potential buyers leave on your website. This might be a formal review, a positive comment under your social media post, or a video.

  • Celebrity Social Proof

You can involve a celebrity to review your products/services and then share your experience with others.

  • Expert Social Proof

Expert social proof includes a review from an authoritative person in the industry. It can be a business leader, blogger, influencer, or famous journalist.

6.  Participate in Different Events

Participating in different events can also be an excellent opportunity to build brand authority and connect with companies. Events like webinars, conferences and workshops are ideal for creating awareness about your brand. Joining these events can help display your company’s expertise in front of others and associate with other reputable brands.

Instead of participating in an existing seminar or event, you can host your industrial event. You can invite potential buyers and other respected companies to attend the event. Hosting an event will create brand awareness and help you build strong brand awareness among the participating companies and attendees.

Hosting industrial events and participating in conferences are also ideal for relationship-building. You can arrange a question-and-answer session to encourage attendees to ask about your brand. It will help you address the negative perceptions that customers might have about your brand.

7.  Collaborate with the Influencers

Influencer marketing is another proven marketing tactic to build strong brand awareness. Statistics highlight that collaborating with influences can improve your brand engagement by 77% and drive 56% more traffic to your business website.

Finding the right influencer in your industry can give you all the perks you need to create brand awareness and strengthen your positioning. A recent report by the State of Influencer Marketing shows that more than 91% of companies have reported positive experiences using influencer marketing.

Above all, a report by SocialPubli reveals that influencer marketing is ranked by one-third of the surveyed marketers as the best channel for improved return on investment (ROI). Your influencer marketing campaign can boost brand authority, but it needs to be strategic. Partnering with the right influencer is the key to making your collaboration impactful and profitable.

Don’t ignore the particular line of your business when finding an influencer for your authority marketing campaign. For example, for your marketing agency, you can partner with a market expert, and having a renowned sales coach for your sales-related software can give you a more significant edge.

8.  Monitor Your Brand’s Reputation

Monitoring your brand’s reputation on social media is vital when running on the road to brand authority. You can conduct social listening to watch your brand’s reputation online. This practice helps you track what people are saying about your brand and how you can make more effective strategies to cater to your buyers’ needs.

You can ensure active and effective communication with your buyers to stay on top of your brand reputation.

9.  Encourage Your Employees to be Your Brand Ambassadors

Your employees can perfectly fit the role of finding exemplary ambassadors to boost your authority and champion your brand. With digital advancements, customer expectations have drastically increased. Companies need real faces that can advocate for the brand and reach customers at every touch point. 

The majority of users prefer authenticity over branded content. Building trust in your offering becomes easier by creating content using real people instead of a faceless brand. Encouraging employees to be your brand ambassador can give prospects and customers an inside look at your brand. This practice can deliver trustworthiness to your customers and humanize the brand.

You can incentivize your employees and encourage them to share your brand promotions and discounts with others on social media platforms.

The Bottom Line

Building a robust brand authority is an uphill climb in the competitive business market. But with strategic planning and creativity, you can stay on top of your brand authority. A strong brand positioning and administration can benefit your company in several ways. For example, it can help you build trust in your offerings, increase sales, attract top talent, boost revenue, retain existing customers, and attract new buyers.

You can encourage your employees to be your brand ambassador or focus on relationship building to ensure a strong brand authority. Concentrating on improving user experience, prioritizing your customers’ needs, and staying consistent with your brand messaging can also be impactful strategies to boost your brand reputation. You can be an industry leader by enhancing your brand authority and attracting more buyers to your company.

The above-given strategies are just the roadmap for building a solid brand authority. You must ensure an optimized customer experience to make a special place in your buyers’ hearts and improve your brand authority.