From Corporate Branding to Authority Branding

Corporate branding—the term we all associate with the all-consuming focus of countless marketing efforts. Yet how many of these branding efforts truly resonate with you, or even stay with you for months to come??

As a business leader, it’s likely you fight the same upward battle for greater customer visibility and trust. While corporate branding is critical for success, there’s another method for earning your customer’s interest and trust. We call it?Authority branding.?

Authority Branding vs. Corporate Branding

While you’ve doubtlessly had experience in corporate branding, Authority branding is perhaps less known. For the sake of clarity, let’s define both.

• Corporate Branding:?Marketing efforts targeted at creating and executing a corporate brand. It often involves hefty ad spending and focuses on the brand’s image, rather than a spokesperson or leader. The hope is to forge a connection between a corporate identity and the prospect—in other words,?corporation-to-person.
• Authority Branding:?Focuses on developing trust with consumers through a spokesperson or a business leader who represents the brand, or even their own personal brand. The goal is to add value for prospective customers by displaying Authority-level knowledge and insights. The connection is?person-to-person, rather than corporation-to-person.?

A common fallacy is to assume that a corporate identity is more stable and effective than a brand built on a leader’s identity. But that reveals yet another misunderstanding, that awareness equates to value.?

If your ideal prospect is aware of your brand but has no interest or connection, the?awareness is powerless to convert?the prospect into a customer.?

This scenario shows the necessity of?adding value?to your prospects. To conduct business with your brand, they need to see that you are more knowledgeable, more consumer-conscious, and?better suited?to the job?than your competition.?

This is where Authority branding comes in.?

What Is Authority Branding?

We’ve detailed the necessity for something,?besides?corporate branding to engage your prospects. You need your prospects to know your brand, but more than that, they need to trust your expertise.?

Trust is best built between individuals, not entities. Therefore, it’s time for business leaders to emerge as thought leaders?and spokespersons for their brand.?

Trust as Currency?

Your prospects are your prospects for a reason. They can benefit from your products and services. Yet, it’s difficult for your prospects to part with their hard-earned money. They need a reason to trust you.?

Consumers have become increasingly adept at conducting competitor research. They need to know if your beautifully branded tagline matches the quality of service you provide. For this reason, the best way to confirm your quality is to display it.?

Display your?thought leadership?and industry expertise to provide value to your prospects and encourage support.?Write articles, address common pain points,?post informational videos; these efforts build the trust and connection you need with your target audience.

The more value you give away, the more likely they are to return and become a customer when the need for your products or services arises. Prospects may not understand the inner workings of a big-name corporation, but if they trust you as a leader, both you and your company benefit.?

A Competitive Edge?

While smaller companies may not have the revenue to throw at large-scale ad campaigns, employing?authority branding?gives them a fighting chance against powerhouse companies. If a prospect searches a question online and finds a well-executed video from your company’s leader, you’ve become a resource.

In fact, the more this prospect benefits from your insights, the more likely they are to choose your company when it’s time to purchase. Why? Simply because they have a reason to trust you over your competition.??

Examples of Authority Branding?

As you implement?authority branding?into your strategy, consider creating the following with your company’s leader:

• Informational video series on your company’s learning center, and as a playlist on YouTube
• Thought leadership articles on a blog
• Contributor articles on industry sites
• Podcasts
• Ad campaigns?

Creating Your Authority Advantage?

Authority branding?is just one component of building your?Authority Advantage?over your competition. Learn more about how you can punch above your weight class in?Adam Witty?and?Rusty Shelton’s?new book,?The Authority Advantage.?

Written by Lissie Hoover, Sr. Copywriter at Forbes Books.