What is Brand Authority?
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?
Brand authority is essential as it can be a factor in driving business growth. If consumers have trust and confidence in your brand, they’ll likely feel that spending money with you is a sensible choice. Brand authority thus increases the effectiveness of online and social marketing, as your brand name becomes a hallmark of the industry.
While other marketing strategies, such as lead generation, will bring potential customers to your doorstep, strong brand authority will help convert them to paying customers. Furthermore, these customers will then be more likely to be loyal to your brand and make long term contributions.
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.
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
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.Learn More
Promote Videos & Social Media
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.Learn More
Create Case Studies
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.Learn More
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.Learn More
How Goodman Lantern Helps To
Build Your Brand
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.”
“Whenever we’ve provided feedback or suggestions they have always been receptive and open to making changes.”
“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.”
Increase brand authority FAQs
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.
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.
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.
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.
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.