Credibility Branding Through Thought Leadership

One of the most powerful strategies in a brand-building effort is a thought leadership program. This program involves executing tactics that position a person (spokesperson or sole entrepreneur) as an industry expert. It paves the way for a company to tap the industry mood and deliver high-level, thoughtful insights. Your product or company spokesperson is now positioned as the influencer. What better way to attract influencers than to be one? By being recognized as an expert, you raise the credibility bar yet again.

I have discussed previously  how product features alone just aren’t cutting it as the main asset of a marketing message. And as important as benefits (what pain are you solving?) are, companies and entrepreneurs sometimes need an even higher level of positioning. Being positioned by the industry as an innovator allows you to now become the commentator on industry trends and issues. Being an influencer brings the ability to shape the market trends directly. The other obvious benefit is recognition and instant credibility. As the thought leader (influencer), you are now positioning your product and your company as leaders by proxy.

Here is a short list of thought leadership programs

· High profile media relations (business publications high circulation mass consumer press and targeted vertical trade publications)

· Bylined and contributed articles

· Awards

· Speakers programs

· Newsletters

· Blogs

· Street teams / taste testing / bake offs

· Category creation

· Publicity stunts / video news releases

Comments

[EJ]

Hi Jennifer!
Great insight. This is exactely what I'm gonna do with a new pullstrategy-label for an advertising bureau in Rotterdam.
We surprise organizations (some of them brands) with our expertise. We'll be the first pullbureau in the Netherlands, and as far as I know, in the world.
(But I have'nt been in China lately....)

Keep you posted with the improvement!

We're still working on the name. Any suggestions?