Having 'trouble with authority' seems quite relaxed in John Hughes movies, and not so much regarding your brand's authority. Brand authority is the degree to which clients trust your brand and regard your company.

This blog will cover the fundamentals of brand authority and how you can use your expertise, visibility, and client relationships to make your name known and corner your market.

What is brand authority? 

Brand authority is earned rather than granted. When your brand has power, you can initiate dialogues, provide ideas and solutions, and make decisions in which others in your industry will spend time, money, and other resources. Brand authority is transformed into brand influence.

Brands with authority include super-brands such as Samsung, Coca-Cola, or Disney, but they can also include celebrities, nonprofits/charities, or social media.

What are the best ways?

Build a team of experts

Expertise is more than a solo effort, whether you have five years of experience in an industry or are the fifth generation such-and-such in your craft. One of the most acceptable ways to demonstrate your authority and leadership is to admit what you don't know and surround yourself with a team of specialists who can fill in the gaps. This will make you and your business more well-rounded and prepared to serve your customers.

When you reinforce your team with people with diverse skills and backgrounds, from knowledgeable salespeople and brand managers to experienced product developers and human resources executives, you increase your brand's ability to serve your clients' changing demands, which ultimately benefits your business and results in a more trusting and loyal customer base.

Client testimonials: don't believe us, believe them.

Did you know that a product's rating on Amazon is impacted less by price, shipping, or manufacturer and more by the product's reviews? This could be because 90% of internet shoppers claim product reviews affect their shopping decisions.

In my experience, if someone else recommends a thing to me, I'm significantly more likely to buy it. And not only on Amazon - whether it's bookstores, coffee shops, or even last-minute movie theater trips, if someone says, 'hey, this was nice, try that!'... I'm pretty sure I will.

The same reasoning applies to your organization. While it's nice to say you have the 'best-in-class' this or the 'cutting-edge' that, the truth is that your potential customers will trust you more if such accolades are given to you by someone other than you.

Do you want everyone to know you're an expert? Give your top clients the megaphone and let them do the talking for you. Whether a downloadable textual case study or an in-depth client testimonial video, customer reviews are a quick method to improve your reputation, demonstrate your competence, and appeal to a new pool of prospects.

Expert content delivers expertly.

Speaking of textual case studies and high-quality videos, you'll have difficulty establishing your expertise if you don't have the information to back it up.

'Content' is one catchy, fashionable marketing buzzword, but what it truly means is anything that gets your message out there. Traditional advertising - billboards, flyers, etc. - and online efforts such as social media and blog postings - are examples of content. More complicated mediums like video, podcasts, and interactive web pages are also included.

Depending on your industry, various information may better suit how you want to position yourself as an expert. A printing company, for example, may concentrate its content creation efforts on generating the most excellent possible sales sheet and mailer. That information has two purposes: it informs your potential customers about your company's vital numbers and data, and it demonstrates the quality of your print design, production, and delivery.

On the other hand, a company that sells food or beverages would benefit more from a video that illustrates the process of hand-making or manufacturing their product.

Developing your brand in digital environments

This isn't breaking news: the world has gone digital, which means your brand and business must follow suit. You may read a lot more about it right here. However, regarding brand authority, the basics are as follows: your company must be visible in locations where people will see it.

Conclusion

Knowing your stuff and showing up are two essential components of brand authority. The third characteristic is dependability. This encompasses everything from prompt customer service to consistently positive product reviews or frequently produced material that effectively addresses audience issues. It also comprises the pillars of your brand identity, such as how effectively you adhere to your company's values and mission.

When your company's dependability produces positive results, it develops brand authority and trust, and when you have brand trust, you build brand loyalty.