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How can you use framing to position your organization as a thought leader?

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Framing is a powerful tool to shape how your audience perceives and responds to your organization's messages. By choosing the right words, images, and stories, you can highlight your strengths, values, and solutions, and position yourself as a thought leader in your field. In this article, you will learn how to use framing to craft effective messages that resonate with your audience and showcase your expertise.

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1 What is framing and why does it matter?

Framing is the process of selecting and emphasizing certain aspects of a topic or issue, while omitting or downplaying others, to influence how your audience understands and evaluates it. Framing can be used to create positive or negative associations, to appeal to emotions or logic, to simplify or complicate, and to inspire or discourage action. Framing matters because it can affect how your audience perceives your organization, your products or services, your competitors, and your industry. By framing your messages strategically, you can shape your audience's attitudes, beliefs, and behaviors, and establish yourself as a credible and authoritative source of information and solutions.

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Justin M. Nassiri

CEO @ Executive Presence | We help companies build trust & awareness through executive thought leadership
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You need to position your TEAM not your company as thought leaders. Empower your team to share their insights on LinkedIn. Each individual team member is better equipped to speak to their audience and answer their most important questions. It also removes the need for complex organizational frameworks for communication - each team member can just be themself on social media. You hired them for a reason - let them be the face and voice of your brand.

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Steve Osborn

Create memorable branding, marketing, design & advertising.
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Framing helps you implement your broader positioning strategy on a more granular level. Whether it's a marketing campaign, a social media post, or a public statement, framing helps you tailor the message to align with how you want your brand or product to be perceived. It's all about optimising the presentation for maximum impact, ensuring that the audience receives the message in the way you intend.

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Ivy Cuervo

Storyteller | Brand builder | Marketer
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Framing is a concept in communications that is built around a multi-step approach. Once you develop a focus of expertise it must be repeated multiple times for it to actually resonate. Be consistent, thoughtful, and opportunistic.

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2 How to identify your framing goals and audience

Before you start framing your messages, you need to have a clear idea of what you want to achieve and who you want to reach. Your framing goals should align with your organization's vision, mission, and values, and reflect your unique selling proposition and competitive advantage. Your framing goals should also be specific, measurable, achievable, relevant, and time-bound. For example, your framing goal could be to increase awareness of your innovative approach to solving a social problem, or to persuade potential customers to choose your product over a rival's. Your audience is the group of people you want to influence with your messages. You need to understand their needs, interests, preferences, challenges, and motivations, and how they relate to your topic or issue. You also need to consider their level of knowledge, awareness, and trust in your organization, and how they consume and share information.

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Keith Bossey

Founder of Bossey Advisory Partners | Focusing On Growth (Both yours and mine)
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In my experience, there is too much emphasis on mission, vision, values and not enough on an organization's unique selling proposition. The USP needs to be central. "The purpose of business is to create and keep a customer"." -Peter Drucker. Everything else flows from the USP. Really nail down what your outcomes are - why you are doing thought leadership and what you expect from it.

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3 How to choose your framing elements

Once you have defined your framing goals and audience, you need to choose the framing elements that will help you convey your messages effectively. These elements, such as words, images, and stories, shape how your audience interprets and responds to your messages. For example, with words you can create positive or negative connotations, emphasize benefits or risks, evoke emotions or logic, and appeal to values or needs. With images you can attract attention, reinforce or contrast your words, convey emotions or facts, and show examples or outcomes. And with stories you can engage your audience, provide context and background, demonstrate value and relevance, and inspire action or change. Depending on the impression you want to create or message you want to deliver, you can use these framing elements in various ways.

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Julia Poroshkova

Marketer at UL Solutions | Nonprofit Board Member & Volunteer | Mentor
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Choosing the right framing elements is a crucial aspect of effective communication, whether you're trying to position your organization as a thought leader or convey a specific message. Framing elements can include language, context, metaphors, narratives, and more.

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4 How to test and refine your framing

After you have chosen your framing elements, you need to test and refine them to ensure that they are effective and consistent. To do this, you can conduct research with surveys, interviews, focus groups, or experiments to gather feedback from your audience or a representative sample. You can also compare different versions of your messages using A/B testing, split testing, or multivariate testing to measure the performance of your messages across different channels and platforms. Lastly, you can evaluate outcomes by assessing whether your framing elements help you achieve your goals and whether they have any unintended or negative consequences. Indicators and metrics can be used to measure the impact of your messages on your audience's awareness, knowledge, trust, loyalty, satisfaction, or conversion. Additionally, monitoring feedback and reactions from your audience and other stakeholders can reveal any gaps, challenges, or opportunities for improvement.

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Julia Poroshkova

Marketer at UL Solutions | Nonprofit Board Member & Volunteer | Mentor
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We focus a lot on competitive analysis in our organization. We monitor what our competitors are doing, analyzing their framing elements and messaging strategies. If they are achieving better results, we consider how we can adapt and improve our own approach.

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5 How to apply your framing consistently and coherently

To apply your framing elements consistently and coherently across all messages and channels, you need to ensure they support and reinforce each other, align with your organization's identity, values, and goals, and are tailored to the needs, preferences, and expectations of your audience. To do this, create a framing guide that summarizes goals, audience, elements, tests, and outcomes. Additionally, develop a framing strategy that outlines how you will use the elements to communicate across different channels. Finally, update and revise your framing when there are significant changes in topics or issues, your organization, products or services, competitors, or industry. This feedback and results of tests and evaluations can help inform the emerging needs and trends of your audience.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use framing to position your organization as a thought leader?

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1 What is framing and why does it matter?

2 How to identify your framing goals and audience

3 How to choose your framing elements

4 How to test and refine your framing

5 How to apply your framing consistently and coherently

6 Here’s what else to consider

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How can you use framing to position your organization as a thought leader?

1

2

3

4

5

6

1 What is framing and why does it matter?

2 How to identify your framing goals and audience

3 How to choose your framing elements

4 How to test and refine your framing

5 How to apply your framing consistently and coherently

6 Here’s what else to consider

Strategic Communications

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