25 May Seven Ways to Become An Authority In Your Industry
If I had a bitcoin every time I hear the words brand or branding, then I’d be an Internet trillionaire. Seriously.
Branding is so seductive these days that now everybody who is anybody claims to be focused on ‘building a brand.’
For me, I always equate branding to a math formula. A successful brand equals an engaging story plus dynamic visuals multiplied by consistent, persistent action taken over time.
Seems easy, right? In reality, the truth is much harsher. To do this right, takes a lot of effort. This is why not everyone can become an authority in their respective industries. Not everyone can get to the top of the pyramid. And guess what? If you can commit to doing it, that’s a very good thing for your business.
In that spirit, I’m going to share the seven ways you can become an authority in your respective industry.
You can’t get anywhere unless you know what you’re doing. You have to define your brand in order to make it successful. This means you have get crystal clear on who you are, what you do, who you help, and how you help them. When highlighting how you help someone, be sure to focus on the benefits or unique value – everyone wants to know what’s in it for them.
Why do you do what you do? What is it about you that makes your story unique? Take some time to get clear about your WHY and your HOW. Use this to help develop the story around your personal brand. Remember, marketing has changed. People want to learn more about the person behind the brand than they do the actual product. Telling your own story helps you build relationships with potential customers by relating to them in a personal way. Relationships close deals. Keep in mind people often do business with the folks they can relate to.
You have to share your goods with your audience – consistently and persistently. You might leverage speaking engagements, blogs, white papers, phone calls, e-mail marketing, text messaging marketing, conferences, webinars, white papers, YouTube, Facebook, or good old-fashioned face-to-face interactions to share your awesomeness with your audience. This is the only way you’ll be able to connect with them in a meaningful way. And when I say meaningful, I always mean in a way that helps you earn money!
It takes more than a few words on paper or pictures on Instagram to build a brand that truly connects with your audience. You have to become the living, breathing embodiment of who you say you are and what you say you do. You actually have to walk your talk. Faking it until you make it won’t work here.
Closed mouths don’t get fed. You’ve heard that old adage, right? Well, the same is true in business and branding. You have to tell people about what you do. Here’s your challenge: e-mail five friends and tell them what you do and ask them to connect you with five of their friends who could use your services or products; then for the next seven days, walk up to five complete strangers each day and strike up a conversation – be sure to work in what it is that you do; get their business card and be sure to follow up.
We live in a world of constant disruptions and interaction. Trust me, I’d never get anything accomplished if I didn’t have a schedule of activities that I lived by. My audience knows when I’m going to post something on social or share an update – and they’re looking for it when I miss a beat. Scheduling and automating (by using platforms such as Mailchimp, HootSuite, FaceBook Ads Manager, and Leadpages) are the real MVPs in how I choose to connect with my audience.
There are a million and one ways to reach your audience. Once you’ve defined, developed, and shared your special awesome sauce with your audience, determine how you can take it to the next level. Will you start speaking at events? Will you develop a class that showcases your unique blend of skill and expertise? Will you launch a podcast or develop a line of products to highlight your skills? You be the judge. Get the basics down first, and then kick it up a notch with additional offerings.
WIN! If you follow these steps, you’ll ultimately get what you’re looking for – brand success.