We live in times when clients are looking for trust. They want to feel confident they can trust the brand they are interacting with. Therefore, the more expertise and reliability you provide them with, the better clients you’ll get and the faster your business will grow.
The secret code behind that process is called brand authority. How to cultivate it and make it sustainable? Let’s go ahead and demystify it.
What is brand authority?
Brand authority is the level of recognition and trust your brand has in its particular field. Said in a different way – it can be evaluated by the degree of which your brand is perceived as an expert and by the trust you’ve gained among your customers.
Many factors can influence brand authority, including an active online presence, compelling content, and social media engagement.
That being said, it’s important to understand that this key marketing element is all in your hands. However, it takes time to develop through consistent demonstration and communication.
5 steps to build brand authority
To help you lay the foundations for your brand authority development right, here are the most significant steps you might want to take.
Define your niche
In case you haven’t done this yet, it’s time to determine which subject matter of your vast field of expertise will be most interesting to your target audience and establish it as a focal point of all upcoming communication.
Here, you can talk to different experts in the company, collect ideas and make an informed decision. Also, do a keyword research to further explore the interests of your current and future clients. If you want to be even more adventurous, create a poll and ask them online!
Create trustworthy content
Now that you know what your audience is attracted to, create trustworthy content regularly to keep it engaged. Don’t limit yourself to the company’s blog, email marketing or social media tools. Involve your experts and prepare exclusive articles, podcasts, webinars or other events that can’t be replicated by anyone else and proudly share them with your clients.
Also, pay attention to the details that will support the content – work on eye-catching design, easy navigation, facts presentation, data research and citation. Strive to offer overall straightforward and genuine information that is prepared from people to people. Speaking in a professional tone of voice is acceptable as long as you don’t forget to add the personal touch to it.
Customer reviews, testimonials, quotes or case studies are all great tools that represent your products or services in the words of your own clients. Corporate language will not attract potential buyers, but what existing customers have to say will. Highlight their comments in a compelling way to get prospects interested in the story behind.
Showcase your experts
Establish authority around your experts on particular subjects within your industry through authenticity and transparency. For instance, if you run a dairy company, show the experts who are responsible for the raw materials, food safety, logistics or packaging. Let them share their stories, behind-the-scene duties, etc. Clients will know who they need to reach out to if they have questions on a particular subject. Hence, brand authority is being built.
Finally, be open and sincere about who you are and what your brand stands behind, because business is all about people – it’s made from one group of people for another one. If you give a promise, which you cannot fulfill, your trustworthiness will drop and so will your brand authority.
Keep in mind that high-quality content and testimonials are not real magicians. If you don’t manage to deliver an outstanding overall customer experience, you might not be able to convert first-time shoppers. You might even lose some regulars, no matter how much authority you’ve built so far. To reduce the risk of this unfortunate event, work on those two life-saving skills constantly – being really genuine in the way you communicate and having rather a personal relationship than a business transaction with your buyers.
Building and maintaining your brand authority might seem like an uphill climb at first. However, as long as you work with your team of experts and understand what your current and future clients are concerned about, you’ve set foot on the right track.
Next, invest some time to create unique content and use various channels to share it. Do it on regular basis. Don’t be shy to share any testimonials you’ve collected and make them available for your prospects.
Finally, showcase your experts. Let the customers know their faces, because business has always been for the people. Be genuine, give your customers the best experience you can and try to build professional, yet personal connections with them. That’s the roadmap to a soaring brand authority.
If you want to learn more on how to start building your brand authority, book a free discovery call with us now.