STRATEGY CALL
Posted Dec 10 '21; Updated Nov 7, '24
Standing out in today’s market isn't easy. Your potential customers have a wealth of information at their fingertips and no shortage of options from which to choose. If you're wondering how to build brand authority, it starts with understanding what makes people trust and choose one business over another. So how do you rise above the competition and establish brand authority? Just like your customers, you need to keep your finger on the pulse of trending and emerging technology and use new platforms to your advantage. By meeting your audience on their terms and providing exactly what they’re looking for, you’ll earn trust, encourage loyalty, and become a credible brand.
The degree of credibility and trust your company receives in its sector is known as brand authority. It's what makes people pick your
name over a competitor's, even if they have similar names. Having a logo and running advertisements aren't the only ways to
establish authority. It all comes down to being regarded as a trustworthy source of knowledge, answers, and worth. Your audience is more
likely to rely on you when they regularly encounter high-quality and informative content, honest case studies, and clear communication.
Every testimonial shared or social proof displayed is an opportunity to help build trust. That kind of trust translates into better
engagement, stronger conversions, and a smoother path toward conversion.
Before you can build authority, people need to know who you are and what you stand for. That starts with a clear brand identity. This includes your visual style, tone of voice, and core messaging, all of which should reflect the values and goals of your business. Think of your brand identity as the foundation. It’s what helps your content feel consistent, your marketing efforts stay focused, and your audience know what to expect from you. Every message, graphic, or piece of content is part of a broader content strategy. A unified identity makes your presence feel stable and credible, especially when paired with quality content, relevant visuals, and a focus on relationships with customers.
You can’t speak to everyone, and you shouldn’t try to. Building real authority starts with knowing exactly who you're trying to reach.
Your ideal client is the person who benefits most from what you offer, is ready to make a decision, and aligns with your values or approach
to business. To identify this client, look at your current customers. Who are the ones you work best with? What problems do they come to
you to solve? What industries are they in? Consider their budget, decision-making process, and how they prefer to communicate. Once you’re
clear on who your ideal client is, you can focus your messaging, offers, and content in a way that speaks directly to them. This not only
helps attract the right people but also filters out the ones who aren’t the right fit, saving time and building stronger relationships.
Whether you’re creating a one-page landing page for your website or publishing a series of service-related blog posts, the content you produce needs to be consistent with your brand image, optimized for search engine results, and relevant to your reader. Remember, the focus of your content marketing efforts should be to provide valuable content that will attract—and maintain—the attention of your target audience.
If content is the message, social media is the messenger. Social media channels such as Facebook, Instagram, Google Business Profile, and X give you a readily accessible way to reach your target audience at home, at work, or on the daily commute. In a 2021 study, 30 % of brands reported that establishing a strong social media presence led to a boost in customer loyalty. That number has since more than doubled to 72%!
Humans are very visual creatures. Another crucial step in building brand authority is having stringent guidelines for visuals across social media and for your marketing graphics. This means sticking to a set colour palette that represents your brand as well as a certain logo or even a font. You want a continuous visual element that you can use across all properties that people will see and go, “Ah! That’s (insert your brand name here!)” That instant recognition goes a long way in in establishing the authority of your brand.
Display advertising also works to your advantage when building brand awareness. You can target your customers by demographics and interests, physical location, or internet activity. These are a more targeted and cost-effective online alternative to traditional brand awareness activities like print, TV, and radio ads. Image ads follow your potential customers on apps they are already using, like mobile browsers, Facebook, Instagram, and over 300 more, so your company is top-of-mind when they are ready to make a buying decision related to the products or services you offer. Make sure your ads feature eye-catching graphics like we mentioned in the previous section, and watch your brand authority grow.
Unhappy customers have unprecedented public platforms on which to air their grievances. A significant portion of social media users expect prompt responses from businesses. Specifically, 41% of consumers anticipate a reply within the first hour of reaching out on social media, and 79% expect a response within 24 hours. This highlights the importance of businesses to prioritize timely engagement on platforms like Facebook and X to meet customer expectations and maintain satisfaction. If you’re not there to address their concerns and control the conversation, things can go downhill in a hurry. But it doesn’t end with social media, there are review sites, blogs, public forums, and more that need your attention. Set up alerts, monitor the review sites, and keep your ear to the ground so you can address issues as soon as they come up.
One of the best ways to build brand authority and customer loyalty is to show your customers that you’re paying attention. Use the information you gather to personalize your marketing efforts and show customers you care. Engaging loyal customers shows you notice and appreciate their support. Tailor marketing emails to each customer on your mailing list with their name and the reason they are receiving an email. Small details can go a long way toward building brand advocates, credibility, and brand authority.
One of the best things you can do to build your brand authority is to partner with an agency, like us. We have the knowledge and expertise to construct and implement a brand awareness strategy that will help your potential customers find and recognize your business. Call us today for a free consultation on your overall digital marketing plan and learn how to build brand authority for your business.
Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education, keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.
