In this Expert Insight Interview, Steph Weber discusses the foundations of being an authority brand. Steph Weber is the CEO of The Weber Company. She looks after and helps people and brands flourish and achieve great brand authority.
This Expert Insight Interview discusses:
- The comprehensive nature of branding
- The importance of having a unified brand across the organization
- How to build an authority brand
People today still don’t seem to understand the comprehensive nature of branding. Many people still think it is as simple as creating a logo and coming up with a pretty color scheme and a fancy slogan.
Your brand is your audience’s perception of you and your company. It is the human connection, the emotional side of marketing, and the ultimate reason people say “yes” to you. On the other hand, the marketing strategy is all about sharing that message across many platforms to bring new members into your ecosystem.
The brand is something that everybody in your organization needs to understand and be able to support and articulate. You may come up with a concept for a great brand, but some people within your company may not fully understand it or present it well. This leads to different prospects getting a different brand experience depending on who they interact with.
Your brand is not just about what you put out to the prospects and customers but also your internal company culture. The team needs to buy into the brand just as much as the clients do, if not more. Ultimately, you are the one guiding that vision for the brand.
So how do you start building a brand with some real authority? First, you need to understand what it means to be an authority brand. Being an authority brand means that you stand in your power — you know with complete confidence that you bring something meaningful and impactful to the table.
Many others in your industry do what you do, but none of them will do it in the same way. This is why the brand experience is so important. It is truly up to you to discover the gaps in the market and fill them in your unique way. You also need to show up ready to make an impact on your life and the lives of others.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.