18 Insider Tips for Building an Authority Brand in 2024

9 Sept

So, here we are - halfway through 2024.

The digital world is evolving faster than ever, and so are the rules of personal branding. It's not just about having a polished LinkedIn profile or a catchy tagline anymore. It's about mastering the subtle, powerful strategies that truly set you apart in this crowded space. In this episode, I’ll cover 18 crucial secrets that can transform your approach to branding if you’re serious about building your profile and making an impact beyond your title and credentials.

Insight 1: (An) Authority (Brand) is built from the inside out

Host: First up, let's talk about authenticity. You hear a lot about being authentic, but what does that actually mean in the context of building a brand?

Defining Authenticity: Authenticity isn't just about being yourself—it's about being the best version of yourself that aligns with your professional goals. It's crucial to be genuine but also strategic. What’s most important in this context is that you don’t want to try to be someone you’re not. For example, you might follow Gary Vee and think you have to swear like a sailor, even though you never swear in your everyday life. That would be inauthentic and people can pick it up in your tone and voice. Also, if you’re not a naturally funny person, don’t try to be funny. For some, it might be more of a suited-up and quite awkward personality, and guess what? It resonates with certain people. There’s this saying: I’d rather be 100% me than...

Example: I was recently in Europe for a few weeks to celebrate my parents’ 50th anniversary and joined them on my dad’s convertible car tour. I decided to become active again on Instagram, which I hadn’t been in a long time. Both my partner and I got so many new followers and engagement because we documented the journey from our own perspective. My partner Don is hilarious by nature, so we laugh a lot and always act like kids in candy stores. People messaged me saying they felt as if they were living this trip themselves and couldn’t wait for our next updates. This is authentic and not fake because when you meet me or my partner and me in person, we are very easygoing, not shy of taking the mick out of each other, and laugh a lot. On LinkedIn, I’m a little more serious and not as personal because it’s not the platform for it, nor does it serve the purpose. However, what I did do was give highlights of the platform and connect it more with business and leadership-related takeaways.

Practical Tips:

Storytelling: Use personal anecdotes that highlight your journey, struggles, and successes. This makes your brand more relatable and trustworthy.
Consistency: Ensure that your message, values, and actions align across all platforms.

Authenticity builds trust, and trust is the foundation of a strong personal brand. But remember, authenticity doesn’t mean sharing everything about your life—it means sharing the right things that contribute to your brand's story and values.

Insight 2: Engagement Over Followers

Next, let's dive into engagement. A smaller, engaged audience is more valuable than a large, passive one.

Example: Consider the difference between two Instagram accounts. One has 10,000 followers but gets very few likes and comments on each post. The other has 1,000 followers but each post generates a lot of interaction. The latter is more valuable because the audience is actively engaged.

Practical Tips:

Interactive Content: Use polls, Q&As, and live sessions to engage your audience.
Respond: Make sure to respond to comments and messages to build a community.

Building meaningful connections with a smaller audience can be more impactful than having a large but disengaged following.

Insight 3: Visual Identity Matters

Let's move on to visual identity. Consistent and professional visual elements (logos, colour schemes, fonts) help create a recognizable and trustworthy brand.

Example: Think of Coca-Cola. Their consistent use of colour, font, and logo across all platforms makes them instantly recognizable.

Practical Tips:

Brand Kit: Create a brand kit with your colours, fonts, and logo.
Consistency: Use these elements consistently across all your social media, website, and marketing materials.

A strong visual identity helps your audience instantly recognize and trust your brand.

Insight 4: Your Marketing Material Can (and Should) Do The Heavy Lifting

As much as people judge books by its covers, people judge you, your personality and authority by the assets they see and experience. Whether it be your media 1-sheet, your LinkedIn profile, your speaker kit or your website, these tools are more important than ever in an age where digital first impressions can make or break opportunities for you. That’s why you need to ensure that your marketing materials not only look good but also convey your expertise and personality effectively.

Example: Imagine you're a keynote speaker. Your speaker kit should include a well-designed one-pager that highlights your speaking topics, testimonials from past events, and a brief bio that showcases your expertise. A professional LinkedIn profile complements this by showcasing your career milestones, endorsements, and thought leadership posts.

Practical Tips:

Professional Design: Invest in professional design for your marketing materials to convey credibility.
Content Clarity: Ensure your key messages, achievements, and unique selling points are clear and compelling.

Your marketing materials serve as ambassadors for your personal brand, making a strong impression even before you step into the room or virtually connect. By optimizing these assets, you enhance your visibility, credibility, and appeal to potential clients, collaborators, and employers alike.

Insight 5: Showcase Your Expertise (rather than just talk about it)

Moving on, showcasing your expertise is more effective than just talking about it. Share your knowledge through blogs, videos, webinars, and public speaking to establish authority in your field.

Example: A financial advisor might create a series of videos explaining complex financial concepts in simple terms, positioning themselves as an expert who makes finance accessible.

Practical Tips:

Educational Content: Share insights, how-tos, and expert advice.
Public Speaking: Seek out opportunities to speak at conferences and webinars.

Demonstrating your expertise through valuable content helps build your authority and attract a dedicated audience.

Insight 6: Learning Never Stops

Next, let’s talk about the importance of continuous learning. The world is changing quickly, and staying updated is crucial for maintaining your authority. In the end, this is what sets apart an expert and an authority - the ability to not only think 2,3, 5 steps ahead but is able to translate their current and newly acquired knowledge in a way that resonates with their decision makers.

Example: If you're in the tech industry, staying updated on the latest advancements in AI and incorporating those insights into your content can set you apart as a forward-thinking expert.

Practical Tips:

Stay Informed: Follow industry news, attend workshops, and read books.
Apply New Knowledge: Incorporate the latest trends and technologies into your content and strategies.

Continuous learning not only enhances your knowledge but also keeps your audience engaged with fresh, relevant content.

Insight 7: The Power of Networking

Let’s dive into networking. Building a personal brand is as much about who you know as what you know. Networking can open doors to opportunities you didn’t even know existed.

Example: By attending a conference and engaging with speakers, you might form valuable connections that lead to collaborations or mentorship opportunities.

Practical Tips:

Engage with Influencers: Comment on their posts, share their content, and engage in meaningful conversations.
Attend Industry Events: Whether virtual or in-person, these are goldmines for making connections.

Networking is about creating a support system of professionals who can offer advice, introduce you to key people, and help you grow your brand.

Insight 8: The Role of Content

Host: Moving on to content. Content is king, but not all content is created equal. With so much content out there, how do you stand out?

Example: Instead of posting generic advice, share detailed case studies or behind-the-scenes looks at your process. This unique content can set you apart.

Practical Tips:

Strategic Content: Your content should reflect your expertise and provide value to your audience.
Consistent Posting: Develop a content calendar and stick to it.

Remember, your content is a direct reflection of your brand. Make sure it's high-quality, relevant, and valuable to your audience, and don't shy away from taking a stand on key issues.

Insight 9: The Long Game

Branding [and especially the monetisation of it] is a long game. There are no overnight successes. Building a strong brand takes time, consistency, and continuous effort.

Example: Think of Oprah Winfrey. Her brand didn’t develop overnight; it took years of consistent, high-quality work and building trust with her audience.

Practical Tips:

Set Realistic Goals: Break down your long-term vision into achievable milestones.
Track Progress: Use analytics to measure what’s working and what’s not. Adjust your strategy accordingly.

Keep your eye on the big picture and stay committed. Branding is a marathon, not a sprint.

Insight 10: The Hidden Costs

Finally, let's talk about the hidden costs of building a brand. It's not just about financial investment.

Example: Creating a high-quality blog might require investing in a good camera, lighting, and editing software. It also takes time and effort to produce and maintain consistent content.

Practical Tips:

Time Management: Prioritize tasks and set aside dedicated time for branding activities.
Self-Care: Make sure to take care of your mental and emotional well-being. Seek support when needed.

Host: Building a brand is a significant commitment, but being aware of these hidden costs can help you manage them better.

Insight 11: The Power of Personal Stories

Personal stories are powerful tools for building your brand. They make your brand more relatable and memorable.

Example: Suppose you're a software developer. Sharing a personal story about how you overcame a major coding challenge can humanize your brand and showcase your problem-solving skills.

Practical Tips:

Emotional Connection: Share stories that evoke emotions and resonate with your audience.
Relevance: Ensure your stories align with your brand’s message and values.

Personal stories create a deeper connection with your audience, making your brand more authentic and engaging.

Insight 12: Collaboration Over Competition

Collaborating with others in your industry can significantly boost your brand’s visibility and credibility.

Example: Partnering with a complementary business for a joint webinar or content series can expose your brand to a new audience while showcasing your expertise.

Practical Tips:

Seek Partnerships: Look for opportunities to collaborate with influencers, industry experts, or brands with shared values.
Mutual Benefit: Ensure collaborations offer value to both parties involved.

Collaboration fosters a sense of community and expands your brand’s reach beyond your immediate network.

Insight 13: Flexibility in Brand Evolution

Your brand will evolve over time, and it’s essential to embrace this evolution while staying true to your core values.

Example: A fitness coach might start with general wellness tips but evolve to specialize in post-natal fitness, reflecting personal growth and audience needs.

Practical Tips:

Feedback Loop: Listen to audience feedback and adapt your brand accordingly.
Stay Relevant: Keep up with industry trends and adjust your messaging as needed.

Embracing change allows your brand to stay relevant and continue resonating with your audience over time.

Insight 14: Niche Expertise vs. Generalisation

Focusing on a specific niche can establish you as an expert in that field, attracting a dedicated audience seeking specialized knowledge.

Example: A marketing consultant who specializes in social media strategies for small businesses can build a reputation as the go-to expert in that niche.

Practical Tips:

Identify Your Niche: Determine a specific area where you excel and have passion.
Content Depth: Create detailed, valuable content that addresses niche-specific challenges and solutions.

Niche expertise positions your brand as authoritative, making it easier to stand out in a competitive market.

Insight 15: Impact of Thought Leadership

Thought leadership involves sharing innovative ideas and insights that challenge conventional thinking, establishing you as a forward-thinking leader in your industry.

Example: Publishing a research paper on emerging trends in renewable energy positions you as a thought leader in environmental sustainability.

Practical Tips:

Original Content: Share unique perspectives and predictions on industry trends.
Engage Thoughtfully: Participate in discussions and debates to influence industry conversations.

Thought leadership elevates your brand’s reputation and attracts followers who value cutting-edge insights.

Insight 16: Branding Beyond Digital Platforms

While digital platforms are crucial, offline networking and branding opportunities can also significantly enhance your brand’s visibility and credibility.

Example: Attending industry conferences and networking events allows you to connect with peers and potential clients on a personal level.

Practical Tips:

Face-to-Face Interaction: Build genuine relationships through in-person meetings and events.
Brand Consistency: Ensure your offline persona aligns with your online brand identity.

Integrating offline strategies complements your digital efforts, expanding your brand’s reach and impact.

Insight 17: Impact of Personal Values

Integrating your personal values into your brand messaging can resonate deeply with like-minded individuals and foster strong connections.

Example: A brand advocating for sustainability may attract environmentally conscious consumers who prioritise ethical purchasing decisions.

Practical Tips:

Authenticity: Align your actions and decisions with your stated values.
Storytelling: Share stories that illustrate how your values drive your brand’s mission and goals.

Embracing and promoting your values humanises your brand and attracts loyal supporters who share similar beliefs.

Insight 18: Continuous Brand Evaluation

Regularly evaluating your brand’s performance and adjusting strategies based on feedback and analytics ensures ongoing relevance and growth.

Example: Analysing engagement metrics can reveal which content resonates most with your audience, guiding future content creation.

Practical Tips:

Analytics Utilisation: Use data to track key performance indicators (KPIs) and measure the impact of your branding efforts.
Feedback Incorporation: Actively seek and incorporate feedback from your audience to improve brand perception.

Continuous evaluation and adaptation empower your brand to evolve proactively, maintaining competitiveness in a dynamic market landscape.