Creating thought leadership for your brand means you have something to say, a point of view to add to the conversation. If you just roll along the way everyone else does, what sets you apart? At that point, you’re simply a lookalike commodity and just another voice adding to the noise.
Being a thought leader means having a clear point of view. What’s yours? (Tweet this!)
Brand leaders who share a clear point of view make it really easy for prospects to say, “Hey! I like what she’s saying and how she thinks…what she offers is perfect for me.”
Scared to express your point of view because you don’t want to risk alienating anyone? Remember my mantra: “Everyone” is not a target market. You cannot be all things to all people or you’ll be nothing to no one. Power brands know that some people may, at best, ignore them and, at worst, despise them. It’s okay. They are not your target customers or clients anyway.
If you don’t clearly express a perspective, a philosophy, or a reason for being you’ll get lost in the marketing cacophony. And no amount of “But my products/services/offerings are the best” will help you, my friend, because no one will even know you’re there. In your quest to please everyone and “make as many sales as you can” you will attract nobody.
There are many ways you can express your point of view:
- A Philosophy or Manifesto page on your website
- Through the tone of your marketing copy
- In podcasts, videos or your own blog
- In contributed articles you write for publications or other blogs
- In social media posts
- Via your Comments on other blogs or online articles
- By the company you keep: Who are you partners, clients, customers?
To express your point of view, you of course have to know what it is. What do you stand for? What do you believe? What are your brand values and attributes?
Want to gain clarity on your brand point of view and how to share it with the world? Check out my digital self-study program, MOMENTUM Pro!
Photo Credit: Stephanie Watson via Flickr