Creating brand authority within a business
Brand authority is a critical component of a brand’s overall reputation and is essential for establishing trust and credibility. When a brand has authority, it means that it has earned respectability on behalf of its customers, industry peers, and other stakeholders. This is achieved through several different influencing factors, including the quality of its products or services, brand relevance, the consistency of its tone and voice, and the engagement it receives from its audiences.
Nike is a brilliant example of a simplistic yet impactful brand. In 2012, after losing their sponsorship battle for the London Olympic games, Nike launched their ‘Find Your Greatness’ campaign, providing relatable snapshots into regular people’s lives, striving for sporting greatness. It captured the hearts of many due to its relatability and minimalism, providing a drastic increase in sales for Nike and the campaign created a huge social media buzz surrounding the brand.
A brand with authority is often seen as a trusted source of information and expertise and is often sought out for advice and guidance. The brand will be able to attract top talent and potential partners, establishing itself as a leader in its industry. This can lead to a range of benefits, including stakeholder loyalty and improved brand recognition. A brand that has authority is better positioned to adapt to changes in the market and industry trends and is more likely to be able to pivot quickly in response to new challenges, opportunities or developing technologies. Stakeholders will recognise this. Outlined below are a few of the methods and steps to take to achieve brand authority:
Content, Press and Social Media
Building brand authority requires a collective effort, but it can pay off in many ways. One of the most important things a brand can do is to create high-quality content that appeals to its target audience. This can include blog posts, videos, podcasts, and social media posts that provide valuable insights, information, and entertainment. Content is not archetypal, create content to achieve brand authority that resonates and reflects your brand’s values and image. The key, however, is to focus on creating content that is relevant, informative, and engaging, and to consistently publish new content over time to not go stale. Appealing to the press is a great way to gain positive PR and notoriety for the brand and any individuals representing that brand once a story is published.
Stakeholder Engagement
Another strategy for building brand authority is to engage with customers and stakeholders on social media. This can include responding to comments and messages, sharing content, and participating in conversations relating to the brand’s industry or niche. By engaging with your brand’s audience in a meaningful and authentic way, a brand can build upon established relationships and set the foundations for new ones, positioning itself as a trusted and authoritative voice in its industry. Prove that the company can interact with its audience on a grounded and human level – approachability is crucial.
Events and Networking
Attending industry events and conferences is another important way for a brand to build authority. This can include speaking at events, sponsoring conferences or charity dinners, and participating in panels. By engaging with industry events, a brand can demonstrate its expertise, uniqueness, and leadership in its industry. Attending industry-related events is a brilliant opportunity to network with industry peers and provide evidence of your brand’s authority within a professional sphere, potentially opening the door to new business opportunities.
Over time, a well-rounded approach to achieving brand authority will help a brand establish itself as a trusted and authoritative voice in its industry, essential for long-term distinguishability from competitors. Brand authority will provide opportunities for short-term and long-term growth.
