How to Strengthen Your Brand's Authority — Whiteboard Friday

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In 2023, the connection "brand" was mentioned 19 times successful our prediction posts. Counteract that with the pursuing year, and the connection "brand" was mentioned an unthinkable 59 times. That tells you really important everybody successful the manufacture believes that marque is going to beryllium going forward. Now if you are superior aliases you're looking for ways to amended your brand's authority, coming I'm going to show you 9 steps connected really to fortify your brand's authority. 

Now the first and the astir important point is to person a awesome product. For example, I'm not a instrumentality of chocolate. In fact, I person presents from past year, that friends gave me, still sitting up there. But you spot this point called Tony's Chocolonely, I americium perfectly chaotic for it. I can't support it successful the fridge for longer than 24 hours because I will guzzle it for illustration a crazy person.

This is my favourite illustration of what a brand's merchandise should be. This is really each merchandise should be. It should make group go obsessed pinch your merchandise that they conscionable want to walk clip connected it. Whether it's a software, whether it's chocolate, whether it's clothes, immoderate it is, you request to person a marque merchandise aliases location is nary marque authority. 

Now intimately linked to a awesome merchandise is impeccable work delivery. And my illustration for this is Amazon. And why is that? Every clip I bargain a merchandise connected Amazon, I bargain pinch confidence, the assurance of knowing that I tin return the merchandise and the return process is truthful easy.

I bought a trolley from Amazon possibly 9 months ago, and past 9 months later 1 of the wheels fell off. I called support, and instantly they refunded maine the afloat price. Where other americium I going to get that from? You want a merchandise that group are not conscionable using, but besides that erstwhile they scope retired to your support, they get an unthinkable experience.

And you cognize what I ever do? And I'm judge galore of you do this too. I spell online, I type the brand's name, I propulsion a review, and I spell and publication immoderate reviews to make judge that that marque has awesome customer service. It besides sends signals to hunt engines that group emotion your products. 

Next point is simply a beardown marque identity. And my illustration for this is Nike. I've conscionable been told that it's not called a cheque mark, but it's called the Nike swoosh. Everywhere you spot this swoosh aliases I spot this swoosh, I cognize that it represents Nike. When I spell connected their website, erstwhile I spell connected their societal media, moreover erstwhile I spot an point of clothing, I cognize that it is Nike because of the swoosh.

Now you don't person to beryllium Nike, obviously, but deliberation of really you tin create a accordant marque personality connected your website, connected your societal media, truthful that wherever group prosecute pinch your brand, they conscionable cognize this is X brand. 

How beardown is your brand? Calculate your Brand Authority pinch precision successful Moz Pro

It is very important to cognize wherever your customers are hanging out. And a awesome instrumentality for doing this is SparkToro. 

If you don't cognize wherever your customers are hanging out, really are you going to create contented for them? Or really are you moreover going to service that audience? 

Now sometimes your customers mightiness beryllium hanging retired connected podcasts — that has blown up successful caller years. They mightiness beryllium hanging retired connected societal media. And these days they mightiness moreover beryllium connected organization forums, for illustration Reddit and Quora. Who knows? But this tin thief you find out. 

Now erstwhile you find retired the wherever aliases wherever your customers spell to walk time, you tin now create an omnichannel contented approach.

I'll commencement pinch telephone calls aliases matter messages because this is very tricky. Personally, I don't for illustration seeing matter messages from brands. I conscionable want to spot matter from my family members. But it does work. For example, I was upsold to bargain a telephone by EE erstwhile they gave maine a acold call. So location are opportunities aliases definite industries wherever acold calls mightiness work. But again, beryllium very observant not to spam your audience. 

My favourite for maine would beryllium societal media. I think, no, not I think. I judge that hunt is becoming social. And SEO going guardant is going to support societal search. So if you're not connected social, you're not doing things for illustration TikTok, you're not doing things like YouTube, you're not diversifying your content channels, now is the clip to commencement investing successful an omnichannel approach. 

How tin you create contented that supports webinars, podcasts, societal media, blogs, short-form content? How do you do that? Once you fig that out, and usually, personally, I deliberation that tin beryllium your blog, you tin usage that to diversify your content channels to each of these different mediums. 

Find keywords that move the needle pinch Keyword Explorer

Now erstwhile you cognize who that assemblage is, you tin commencement creating contented for each of that circumstantial audience. My illustration present for applicable contented is, I'm not judge if I'm pronouncing this right, but it's SMOTURE.

Okay, SMOTURE does vacuums. And really did I find this brand? I went online and I was looking for a vacuum that tin besides cleanable upholstery, for illustration chairs. And I recovered a YouTube video, personification was talking astir it. And I was like, "Okay. This looks interesting." I publication immoderate reviews, and that was really I sewage convinced to bargain this vacuum cleaner.

Once I purchased the vacuum cleaner, conjecture wherever I went backmost to? YouTube again — to spell and devour much contented connected really to group it up and each the different usage cases for this vacuum cleaner.

It's not conscionable creating content. The contented has to lick a problem that your assemblage is facing. And that is not conscionable blog posts. So galore different ways to lick problems these days. SEOs, travel on. We person to commencement reasoning extracurricular the box. 

Okay. Now you're creating content. What other tin you do? You tin empower your customers to go marque ambassadors.

I deliberation this is the astir important contented that we tin create because group spot people. If your assemblage is creating contented for you, you person stepped into the god-level of contented creation because now it is your assemblage who are saying, "I emotion this merchandise and present is really I usage it."  Imagine coming crossed this benignant of contented connected societal media. I'll beryllium sold because I would spot that this personification has nary inducement to dishonesty to me.

My illustration present is Samsung. At slightest erstwhile a week, erstwhile I spell connected TikTok, I will find personification who uses Samsung trying to return a image that shows maine really acold the zoom tin go. Sometimes they're opinionated connected mountaintops. Sometimes they are opinionated on, like, possibly 18-story gangly buildings. They're conscionable trying to show disconnected that the Samsung telephone has an insane zoom quality. And that is why I deliberation that this is simply a awesome illustration of making your customers marque ambassadors because I've ne'er wanted a telephone arsenic overmuch arsenic I wanted a Samsung telephone conscionable truthful that I tin spell location and usage the zoom feature. Who knows? I mightiness spell connected a safari and trial that out.

Okay. Very intimately connected, marque ambassadors and niche influencers because astir times influencers tin besides beryllium group who usage your tools. Who knows? Now what happens present is that you look for group who are your perfect target audience, group who your assemblage trusts. You partner pinch them to effort retired your merchandise aliases possibly your clothing, immoderate it is. They usage it. They springiness their honorable feedback. And based connected that honorable feedback, group will either determine to person aliases not.

A awesome illustration is Fashion Nova. Just spell connected TikTok correct now. Try it. Go connected TikTok, type "Fashion Nova." And you will spot the plethora of consumer-created contented and niche influencer contented that Fashion Nova has sewage retired there.

Now what I really for illustration astir Fashion Nova is that erstwhile you spot 1 of the contents that an influencer has created, possibly they're wearing a T-shirt and a jeans, right? They've done that difficult activity of creating the outfit. There's usually a codification attached to each outfit they are wearing. You tin conscionable return that code, spell connected the website, prime that nonstop outfit and bargain it. See, they've solved that symptom constituent of group trying to fig retired what shirts do I request to deterioration pinch these trousers, aliases what footwear is going to spell pinch this top? And they get influencers to create an full outfit that conscionable takes distant that problem and encourages group to buy. 

Now my last 1 and astir apt the 1 that astir group struggle pinch is being agile and adaptive. What this intends is that alternatively than trying to scheme retired an full twelvemonth of content, you springiness yourself abstraction to beryllium agile, to beryllium adaptive to what is happening astir you successful your manufacture and create contented for that. 

And I'm going to usage us, we astatine Moz arsenic the illustration for this. We person thing we call The Practical Marketer Series. It's a webinar bid wherever we induce group for illustration Lily Ray, Mike King, Andy Crestodina to travel and talk astir what is happening successful the manufacture correct now. For example, precocious we brought successful Lily Ray to talk astir parasite SEO, tract estimation abuse, and each the recent changes successful search. 

Programs for illustration this let america to beryllium adaptive. We besides do that pinch the blog. When the Google leak archive happened, what did we do? Quickly, we sewage immoderate group successful the manufacture and asked them, "What's your return connected what's happening correct now pinch the Google leaks?" And past we pooled that into a roundup and we published that. 

Again, I'm going to opportunity this because I deliberation this is very important. Do not create 1 twelvemonth worthy of content. It doesn't let you to beryllium adaptive. Three months, six months, cool. But ever enactment elastic truthful that you tin respond to changes arsenic they are happening. Because from my experience, that type of contented ever performs really well, particularly successful an manufacture for illustration SEO wherever group are ever struggling to find resources to thief them accommodate to Google's changes. If you get location first, you seizure trust. And successful this industry, that is everything. 

Okay. I dream you've gotten everything here, 9 steps to amended your brand's authority. Thank you.