How to build Brand Authority: A guide beyond Mom’s love

Brand Authority Explained: A Powerlifting Story

My son and husband are competitive powerlifters. Today, I’m about to drop my husband off at the airport as he is headed to Salt Lake City to compete with my son at the USA Powerlifting Nationals. All the while, let’s incorporate brand authority in our chitchat. 

My son has been training his father for about a year now. I hear that he is a big deal. I only know this because I hear people at the gym talk about him even though he’s hundreds of miles away at university. They are all lifters at the gym, nerding about what to eat, lifting techniques, and trying to get better.

When he tells me, “Mom, I just benched 485 pounds!” I hoot and holler, saying, “OMG, great job, buddy!”

Other than the fact that I think 485 lbs is about the size of an elephant, I  have no true appreciation for what it really took to get there.

I’m his mother. I’m not his audience. I may be crazy proud, but my brain might think about sushi (don’t tell him this!) when he starts to rattle on about all the technical stuff.  

Brand Authority vs. Family Support: The Key Difference

Having a proud mother does not equal having authority in your field. 😜

My son’s audience is all the people at the gym who live, breathe, eat, and train for a similar goal. They are all obsessed with the same thing, and their ears perk up about the smallest and weirdest things that matter very little to anyone outside their niche. They care because they are trying to get better at this one thing, and they look to him for inspiration, learning, and help.

Let’s recap this…

How Real Brand Authority Develops

In this story, having authority is ike being the go-to guy (or gal) at the gym, the one everyone looks up to for advice and inspiration. Imagine being the person everyone turns to for guidance and support. The way to get here is not by telling everyone “I’m the authority!” But simply by living and breathing your values and showing them an inspirational result.

Building Brand Authority Through Audience Connection

Your target audience is the crew you’re lifting with, the people who are just as obsessed with the sport as you are. Understanding them is like knowing your workout buddies inside and out – their goals, their struggles, and what makes them show up day after day. Take the time to get to know your audience on a personal level, because just like in the gym, genuine connections are built through shared experiences and mutual understanding.

These are the people who speak your language, who get excited about the same things you do, and who will ultimately become your biggest supporters and advocates. Just as spotters help you push through your toughest sets, your target audience will be there to support your business growth while pushing you to become better.

Brand Authority Tactics: Storytelling and Expertise

Everyone loves a good story. Share your journey, your struggles, and your victories. Let your audience connect with you on a personal level. By sharing your experiences, you can inspire others and build a stronger connection with your audience.

Share your expertise. Don’t be afraid to geek out over the smallest details. Your audience will appreciate it. The more you share your knowledge, the more people will see you as an expert in your field.

Strengthening Brand Authority in Your Niche

In this story, powerlifters are a special breed. They love talking about equipment, technique, and even the weirdest little things that matter most to them. Feed their obsession, and they’ll be hooked. By understanding your audience’s passions, you can create content that resonates with them on a deeper level.

Maintaining Brand Authority: The Long-Term Impact

Building authority is like a shot in the arm to keep you going, it will take you through the tough days. When you’re an authority, it’s like being the coolest kid in school. People look up to you, respect you, and seek your advice. It’s a pretty awesome feeling. Authority is something that will lift you up and carry you while also making a positive impact on the lives of others. Because authority also means serving.

Building authority is about connecting with your audience, sharing your values, knowledge, and inspiring others from a place of authenticity. By following these tips, you can establish yourself as a respected authority in your niche. The best part, you’re not the one who gave yourself the title. It comes from all those whom you inspire.

Pro Tip: Sometimes, it’s helpful to have a fresh pair of eyes on your brand. A third party can help you identify areas where you truly stand out, identify your key niche, and how you can speak with them. An outside perspective can provide valuable insights that you may not have considered. If that sounds good to you, Set up a free call here, I want to see if I can help.