Building Brand Authority: 5 Essential Tactics to Employ in 2021
Brand authority separates successful businesses from the rest. That is why brand authority is such a crucial aspect for any business.
It is evident that people trust certain brands over others because of their authority. Therefore Brand building strategies should be one of the cornerstones of your business strategy. So let’s start with a simple question —
What is brand authority?
Brand authority simply means the trust that your business has acquired among customers. And how much expertise your business has in your particular field. So when you’ve built a brand, it becomes easier for the audience and potential customers to identify your business.
There are several factors that influence your brand’s authority. This includes the type of content you put out, your online presence, how much you engage on social media, your USPs, etc.
Any testimonial or approval by any industry expert also contributes to your brand authority. This simply means brand authority is something that people would develop and attribute to your business over time when their trust and respect grows.
Having said that, your organization’s brand authority is not completely out of your control. As a matter of fact, there are some tactics(brand building strategies) that you can employ to boost your brand authority. Here we’ll explore five such tactics —
i) Create compelling and worthy pieces of content
This might seem cliche but it is the absolute truth. It is the most obvious thing. Consider this from the consumer point of view – why would anyone want to check your website or read your content?
Creating compelling and worthy pieces of content doesn’t mean you have to produce something like HBR or WSJ every time. It means you have to produce something that people are looking for. This can be achieved by performing thorough research.
You just need to ask yourself — will my content provide what people are looking for? And what value will it provide? There’s a vast amount of information available out there. But things keep on changing and evolving, as well as people’s demands. So you have to make sure that whatever it is that you’re providing, it must be new, it must offer some insights and answer some specific questions relating to your industry.
Compiling reports, analysis, surveys, studies, etc. are some great ways to create compelling content. Data journalism has become prevalent now and it’s a wonderful way of providing value to the audience.
ii) Define your niche — don’t be a generalist
Again this might sound pretty obvious but you have to be as unique and specific as you can. That is what will separate you from your competitors.
Customers look for expertise in brands. It is what prompts them to buy any product or service in most cases. Therefore, no matter what kind of business you own, you have to show your niche in order to enhance your brand authority.
Businesses should target any distinct market that relates to their products/services. This type of marketing is referred to as micro marketing or niche marketing. This approach allows you to focus on your relevant audience, which means the people who are most interested in your product/service.
iii) Maintain your presence on social media
According to a recent Sprout Social survey, 90% of people buy from brands they follow on social media. It’s no secret, social media has the potential to spread the word to the entire world, virtually at least.
Social media platforms enable businesses to connect with customers, potential customers and business partners, and industry influencers & leaders. It’s a great way to share your content, ideas, experience, etc. with a large audience.
Not only this but the presence of your business on social media generates a sense of trust among the audience, particularly the younger ones. Hence, it is significantly important to consider your social media presence for your brand building process.
However, make no mistake – just having a social media presence isn’t enough. You have to maintain your presence. This means posting relevant content and information consistently, replying to users’ comments, answering questions, addressing criticism, engaging with the audience by asking questions or their opinions, and much more.
Moreover, with the ongoing pandemic, more and more people are opting to buy online. There’s no better time than now to use the power of social media to your brand’s leverage.
iv) Showcase your reviews, client testimonials, and other evidence of expertise
Reviews, testimonials, and case studies are the tools that work like a charm for building your brand’s authority. It serves as proof of your service and what was people’s response to it.
The aim of showcasing all these is to let people know what you’re talking about. Every brand can beat its own drum — and it’s all right — but people recognize it better when it comes from fellow people or industry experts or influencers.
v) Collab with other established brands
You might have heard the phrase — your circle says a lot about who you are. Well, in a way, this holds true for businesses as well.
There are many established and authoritative brands that are staying true to their customers’ requirements. If you collaborate with such a brand people will likely start recognizing your brand in the same way. Not only this will boost your brand’s reputation but it also allows you to put your brand name among a new audience.
Another proven strategy to increase brand authority is to contribute guest blogs to authoritative sites. This enables you to share your expertise and experience with others while bringing more traffic to your website. Seeing your brand name on authoritative sites creates a sense of trustworthiness and respect among people, which is what you need for building your brand authority.
Building brand authority is a long process and it requires patience. You are unlikely to see any immediate results. However, it is worth investing your time and money in it in the long run because this is how you’ll gain loyal customers.
By implementing the above-mentioned tactics you can make sure that you’re leaving a positive impact on your audience. Moreover, search engine algorithms will likely begin to recognize your authority as well and as a result, your website’s ranking will get better.
Author : Raj Virani