Originally published March 25, 2022 , updated on January 23, 2023
Working to increase brand authority can open highly beneficial marketing avenues for your business. The main result is that trust is formed between consumers in your industry and your brand. Due to this, branding solutions are worth pursuing, as brand authority can be leveraged to increase revenue through customer loyalty.
What is Brand Authority?
Brand authority is just that, the authority which your brand wields within its industry. Eventually, new and existing customers will come to you because they trust your brand to deliver what they need.
Covering industry topics with high quality, investigative, and data-driven content is an excellent way to increase brand authority. Although, developing brand authority doesn’t happen overnight. Consumers in your industry decide when you obtain brand authority, so it takes consistency for your brand to earn their trust.
That being said, brand authority is hard to quantify. You will have brand authority if the public thinks you possess expertise in your field. However, do you have more brand authority than your competitors? You won’t be able to get a concrete answer without getting data of all their loyal customers. Regardless, branding solutions can be utilised to drive your business forward.
Why Brand Authority is Essential
Know Your Brand First
Knowing your brand and presenting a consistent image will create a reputation for your brand. This can create a sense of expertise around a specific sub-sector within your industry. For instance, a luxury car brand can be equally successful as a sports car brand.
When building brand authority, it also pays to be acutely aware of how your brand fits within the industry at large. When your content feeds into the brand image you’ve been cultivating, your brand becomes more memorable to consumers. Smart branding solutions are worth investing in to execute this.
An excellent path towards building trust in your audience is to show transparency. It will be perfectly natural for your brand to have pros and cons compared to other companies. You don’t have to include weaknesses in your content, but focusing on what your brand does well will go far.
If your brand is part of a niche market or specialist subject area, it’s essential to recognise the nature of your brand audience. In this case, they’re likely to have a level of knowledge about the industry that should be respected in your brand’s content. Showing respect to your brand’s audience is usually reciprocated.
As an online business offering specialised services, we at Goodman Lantern understand the importance of brand marketing solutions. Our content creation process is designed to be flexible to meet the needs of our clients. Consequently, whatever your industry, company, and brand goals, we’re prepared to work towards the latter professionally.
First, we’ll get to know your brand: what you stand for, your products, the nature of your industry, and who your customers are. We use this research to develop a targeted content strategy, complete with brand management solutions.
The content we provide goes through strenuous quality control before submission.
Inbound marketing methodology focuses on creating brand content that targets potential customers and their interests. Grabbing consumers attention and then keeping it is the aim of this content. The end goal is to build relationships that stand the test of time, both with consumers and other businesses.
Content Creation & Distribution
A well-established marketing technique is creating content and marketing it to an appropriate, brand-specific audience. This has become a popular inbound strategy when considering online branding solutions in particular. The goal is to incentivise customers to engage in activity that benefits your business.
Examples of profitable customer actions include buying your products, using your services, sharing your content online and recommending your brand to potential customers. Customers will be more likely to do these things if they view your brand as possessing authority.
The type of content used and the way it is distributed will vary depending on the brand. That’s why a brand solutions company like Goodman Lantern will tailor their to appeal to the client’s brand audience. This aligns with inbound marketing methodology, as it is designed to draw customers in.
Promote Videos & Social Media
Social media is undoubtedly one of the most powerful marketing tools available to businesses looking to increase brand authority. Opportunities to connect with customers, along with business opportunities, present themselves regularly on social media.
If your brand has an established online presence, it’ll be easier for potential customers to be exposed to your content. Over time, with enough consistency and saturation on social channels, your brand will become well known amongst people interested in the industry.
Promoting video content is another avenue towards building brand authority. As a form of content, videos can disseminate information very efficiently. They can combine written and visual aspects to act as a presentation on a topic. In doing so, video content is far more digestible for consumers than a long article.
Create Case Studies
Creating case studies is an effective way to increase brand authority through marketing methods. There’s almost no better way to convince a consumer to trust your brand than by having someone similar to them recommend you. A friend or family member is even better!
As you might guess, case studies are a great place to include quotes from previous customers and clients. This backs up any claims you might have made in other pieces of content regarding the expertise behind your brand.
The existence of case studies shows potential customers that you have experience. In terms of inbound marketing, having links to this content will serve you well. If a consumer visits your brand website and sees evidence of case studies, they’ll know you possess knowledge not just about the industry but about how to please clients.
Podcasting adds an extra facet to the sort of content your brand is putting out. First of all, a podcast comes with a built-in schedule for releasing content that will be known by your audience. This signals to potential customers when you will be releasing content, so they know when and where to look for it.
Secondly, a podcast is a form of content that puts a relatable, human voice behind your brand. Having a range of content in terms of formality is essential too. People are more likely to put their trust in another person instead of a faceless brand.
Finally, podcasts often discuss impactful or newsworthy topics during their episodes. As a result, they are accessible formats in which to demonstrate your brand’s expertise. Putting one or more of your industry experts into a podcast will help achieve this.
How Goodman Lantern Helps To Build Your Brand
Goodman Lantern has helped hundreds of businesses to increase brand authority through our content writing and marketing services. Our primary focus for helping you achieve brand authority is to ascertain the nature of your brand audience and how it appeals to them.
Consumers are the ones who must be convinced of your expertise after all. As such, brand authority solutions with us start with extensive research.
Thanks to our team of seasoned content creation professionals, the content you’ll be provided will be consistent with your brand goals. This is important as it will help your brand become recognised as one of the major players in your field.
Customers will come to you once your brand is synonymous with your industry or sub-sector. Although it’s a lengthy process, this is how building a brand yields substantial marketing results.
Whatever your approach to brand building, there’s no denying that quality content is the deal-breaker. Fortunately, this is the area where Goodman Lantern excels.
When you come on board with us, we work hand in hand with your marketing team to devise and execute the best branding solutions for you.
Industries We Serve
Software as a service companies are defined by the product and services they offer. However, due to their often technical nature, marketing their product can be difficult. That’s where Goodman Lantern comes in.
Our content team is well accustomed to refining complex ideas into easily digestible content for various audiences. We can produce a wide variety of content types to a high standard too.
SaaS businesses typically find customers in both individuals and other businesses. This is another aspect we’re ready to account for with our content creation services.
Goodman Lantern will be of particular use if your SaaS business runs on a subscription-based model. Our focus on marketing techniques, such as lead generation and brand authority solutions, helps you gain customers and retain them.
When it comes to telecommunications businesses, content has the potential to come with a short life cycle. This is because innovations and improvements are constantly being made in the industry.
If you’re able to keep on top of these developments by producing content that lines up with them, consumers will notice. As such, consistent and timely content is a great way to show passion for your product, service and field. It can be valuable progress towards creating brand authority.
The team at Goodman Lantern has a highly streamlined approach to content creation, so we are well-positioned to aid telecommunications companies. By emphasising SEO writing techniques and distribution channels, we’ll guarantee this content makes a splash within a short time frame.
Virtual and augmented reality applications are hugely varied, and they’re only expanding. As a result, the companies behind these technologies can have diverse brand goals.
To meet a range of audiences, Goodman Lantern is experienced in producing a range of content types. Examples include blogs, articles, newsletters, podcasts, and social media posts.
At Goodman Lantern, we collaborate with our clients to gain an intimate understanding of their brand goals. This is to the end of helping businesses grow.
Our Clients Love Working With Us Because We Believe in Collaboration
At Goodman Lantern we’re all about building long-term, successful relationships with our clients. We take the time to get to know their business AND the people behind the brand. In true collaborative spirit, we do everything we can to tell your story and help your business grow.
“Goodman Lantern delivered everything that I asked and they committed to. They were also great communicators during all parts of the process.”
V&A Commodity Traders
“Whenever we’ve provided feedback or suggestions they have always been receptive and open to making changes.”
Head of Content, A Small World
“Outsourcing is fraught with dangers but somehow Goodman Lantern makes it so seamless. It’s not just the final delivery that is impressive but their constant feedback and re-framing of the brief, which is where the real value add and efficiency is.”
ex Saatchi & Saatchi
Increase brand authority FAQs
How Long Will It Take Me to Obtain Brand Authority?
Increase brand authorityThe amount of time it takes for a business to increase brand authority will depend on several factors. As such, there’s no one answer for every business.
Once you have brand awareness in your market, then you can start tailoring your content towards building authority. Expect somewhere in the ballpark of 6 months to two years.
How Much Do Branding Solutions Services Cost?
A branding solutions company will charge you for work by the hour or per project. It’s worth looking at the investment as net costs, i.e. short term expenditure vs long term gain. You also free up resources by outsourcing work on branding solutions.
How do I Measure Brand Authority?
It’s only possible to measure brand authority by collecting data from digital spaces. Ranking your content for industry keywords, how often your brand name appears in publications, and social media interactions are some ways to get a sense of your brand’s authority. Another way is to get direct feedback from your customers about your brand through outbound marketing.
Do I Need Brand Authority for my Business to be Successful?
No. Some businesses may be better off prioritising a small, select audience. These are in the minority, though, and most businesses should pursue growing their brand authority. Your brand has the power to change how consumers view your products and services in many ways.
How can I Build Brand Authority Quickly?
Unfortunately, there aren’t any shortcuts when it comes to branding solutions. Building trust in your brand as an expert takes time and consistency. Enlisting the help of a branding solutions company will speed up this process.
Get in Touch
Choose Goodman Lantern to benefit from one of the top content creation and brand marketing solutions services. With us, you’ll save a significant amount of time and resources whilst all but guaranteeing improvements in customer influx and revenue. However you choose to get in touch with us, we’ll be happy to take your inquiry further.
We’ve helped develop the voice behind
Hundreds of Businesses
At our core, we’re a content marketing agency. But we have a bigger ‘why’ that supports what we do.
By choosing Goodman Lantern as your content creation partner, you’re making a pretty big impact too. You’re helping us to act with integrity by providing remote work opportunities to women, many of whom are the breadwinners of their families.
Want to have a bigger impact? Get in touch with us at [email protected] or learn more.