Authority Brand: The Power of the Subject Matter Expert (SME)
At Sounding Line Consulting, we’re proud to work with many amazing clients who represent a variety of industries and business types to help them build their Authority Brand. From security services and construction firms to therapists and artists our clients rely on us to help them stand above the competition.
Despite their differences, most of our clients have one thing in common: they excel at their core business but have limited knowledge or experience in self-promotion.
The Benefits of Being an Industry Expert
We already know that being an industry expert has very tangible rewards, from being able to command higher rates to being sought out by the media.
Despite the benefits of being an expert, so many business owners choose to promote their general services instead of showcasing their specific areas of expertise. (ie, “I’m a web designer” vs. “I specialize in e-commerce solutions.”)
Why is this? Perhaps these businesses haven’t identified their niche, or perhaps they suffer from “imposter syndrome,” or maybe they just don’t know how to go about promoting their expertise in an authentic, relatable manner.
Or like many of our clients, they are too busy excelling at their core business to spend much time on marketing and promoting their expertise.
How to Be Considered as Industry Expert
Our clients often ask us, “I am so much better than my competitor. Shouldn’t my work speak for itself?” We hear that a lot.
Unfortunately, in this day and age of internet celebrity and Insta-fame, good work is often not enough to generate recognition.
“I have as much authority as the pope. I just don’t have as many people who believe it.”
While it may look like your competitor’s success is due to a mysterious “secret sauce” that is beyond your reach, recognition is rarely spontaneous and it almost never comes without careful planning.
What is Authority Branding?
At Sounding Line, we work with clients to develop their Authority Branding.
What does that mean?
- We help clients build a professional persona, including a bio and a visual brand, that reflects their expertise.
- We review and build their marketing and outreach materials to consistently reflect their Authority Brand.
- We help clients stay on top of industry trends and research.
- We define and engage their audience and we look for new opportunities to showcase their Authority Brand.
Be an Industry Thought Leader
We will work with you to help you find the right audiences and to build pathways to becoming a leading voice for that audience. Our Authority Brand services include a ten-point strategic plan that details the steps you need to take on your path to thought leadership. And then we help you implement that plan.
Interested in Building Your Authority Brand
Intrigued? Contact us now for a FREE, no-obligation consultation on how we can help improve your authority branding.
The Benefits of Authority Branding
- Commanding higher rates
- Having stronger professional relationships
- Being invited to speak (for pay) at industry events
- Publishing industry literature and materials
- Attracting media attention
- Providing high-paying consulting services
- Winning industry awards
“The key to branding, especially for smaller firms, is to focus on a limited number of issue areas and develop superb expertise in those areas.”
Our Authority Branding Services
Authority Brand Outreach Plan
Our 10–point strategic plan includes tactical steps to help you demonstrate your expertise.
Build a compelling visual AND narrative brand that emphasizes your industry experience.
Demonstrate your record as a trusted resource in 100 words or less.
Landing Page Audit
Is your website helping build credibility?
Authority Brand Outreach Plan
To be considered an expert, you need an outreach plan. And you need to demonstrate proof of your expertise.
Our Authority Brand Strategic Plan consists of the following phases:
- Consistent visual and written branding
- A professional, fast, easy-to-navigate website.
- A way for current and potential clients to reach you.
- A professional social media presence
- Client testimonials
- Quotes in industry publications
- Media interviews
- Industry awards
- Speaking engagements
Ongoing Industry Monitoring
- Be present in your industry
- Stay on top of trends
- Attend industry events
- Be continually learning.
In the words of Zero Mostel, “If you’ve got it, flaunt it.”
We can work with you build a tactical outreach plan designed to accomplish your busyness goals.