What it takes to be a brand authority
She said, “The brand vibe I’m going for is similar to that finance girl on YouTube? Vivian—” “Your rich BFF and your favorite Wall Street girly?!” I finished. A knowing squeal confirmed we were on the same page. That’s brand authority. Now let’s talk about building your own.
After a bazillion client calls about content strategy and thought leadership, I realized something. All brands want category authority, but not all leaders are cut out for it.
The ones who rise to the top have a few character traits in common. They’ve all paid their dues. They’ve created something remarkable. And they’re a completely unique voice in their space.
In this blog, I’ve collected:
Non-negotiable character traits of brand authority
Unskippable phases each brand authority goes through
With these takes in mind, you can set up your own brand for major momentum, point yourself to the top, and launch.
Are you ready to be a brand authority?
“If you want to be good, do what they say you should do. If you want to be great, you innovate.”
Whitney Wolfe Herd, Bumble
Character traits of brand authorities
Leading means innovating. And that comes with risk tolerance. If you think back over your life, can you find moments where you made a risky decision? (Eating spaghetti while wearing white counts.)
People who run at the cusp of their industry—the ones that others point to and say “how are they doing that?”—are the ones who tolerate the risk and ‘uncomfy-ness' of being first.
It’s like being the first one to clap mid-performance. You really hope others will join in. ‘Oh my god, what if they don’t?!’ you may think to yourself. You’d just absorb into your chair and die, right? Well, authorities might want to die, too, but the difference is… they’d do it again.
Character traits of brand authorities:
Obsessed with raising the bar. Brand authorities are doing something remarkable. Whether they’re focused on quality, invention, or process. Like Google, who “organize[s] the world's information and make[s] it universally accessible and useful.”
Uninterested in the algorithm or competitors. Forging their own path is a hallmark of innovators and disruptors. Think of Steve Jobs merging a paper tablet and computer, bringing the iPad to market—the first commercially viable tablet.
Compelled to share what they’ve learned. The world’s best are either dragged kicking and screaming into the spotlight (Bill Watterson, the reclusive writer behind Calvin & Hobbes) or they love sharing (Bill Nye, every ‘90s kids’ favorite science guy). But either way, people knock down their door for insights.
They’re all rebellious. They’re on a mission. And they don’t give up. Do any of those traits sound familiar?
Unskippable phases that lead to brand authority
I wish we could all just ♩“skip to the good part,”♩ but this achievement, like any other, requires you to pay your dues. You won’t become a brand authority because you’re awesome. You have to go through a specific, time-locked series of steps.
The path looks different for everyone, but it boils down to these three phases: Innovation, Impact, and Something to say about it.
Phase 1: Innovation
Everyone starts as a copycat. It’s how we learn: Follow the rulebook, duplicate what’s working. But at some point between the emails and the Google Docs and the client calls, you start to realize the system’s broken. The product isn’t built right. The service is missing something big.
That experience is what tells you something needs to change. And since no one else is doing anything about it, you’ll do something about it.
Once that new product, service, or approach is live in the world, you’re officially an innovator. (Congrats!)
This is where you’ll collect first-hand insights from the leading edge. This is where you’re sharpening your perspective. You’re starting to repeat yourself in meetings with your own catchphrases or jokes (you know they work).
Most of all, you’re refining and perfecting your process.
Phase 2: Impact
Brand authorities shift power. Change the access codes. Rewrite the rulebook.
This is the heart and soul of brand authority. It isn’t about going viral or chasing clout. It’s about the real-world application of a great idea that leads to bigger and better results.
How you deliver impact looks different for everyone, but it could be:
Bar-setting product or service
New research or insights
A brand new approach or a challenge to conventional wisdom
Regardless of the deliverable, it’s always a game-changer.
Phase 3: Something to say about it
Innovation and impact are powerful on their own—but authority doesn’t solidify until people know about it. This is the part that stumps most founders and solo brand owners I know…. Putting your value into words.
And what makes it even trickier? You have to shift from implementation and craft to the face of the brand. Those are two different skills. And not every leader loves the limelight.
But for those who are public-facing, you’ll transform innovation into a movement.
Just like Miss United States campaigns on a platform, you have to find a message to champion.
What’s the takeaway from your experience? What makes it the right choice? What’s your hot take?
Not only does find and promoting your message evangelize your unique POV as a brand, but it makes content much easier to produce.
Want to see if you’re on the path to brand authority?
Download the flowchart and start checking off milestones.
