The evolution of branding through Thought Leadership

1.0

Static
Making claims
Features and benefits

2.0
Dynamic
Showing evidence
Subject matter expertise

3.0
Agile
Emulated
Thought Leadership

Where are you setting your sights?

A business with a Thought Leadership agenda gets to take charge of it's brand in a way that others emulate. Imitation does actually become the sincerest form of flattery.

When you are positioned as the market leader in your field through expertise and not just brochure claims, you become emulated.

Coke was first!

m@

From Gimmicks to Signature Styles

Thought leaders need to stand out.

Bono's glasses, Seth Godin's bald head, Malcolm Gladwell's afro; are part of their brand.

How do you do this?

1. Whatever you choose to use as a signature needs to be congruent with who you are. Choosing to wear cowboy boots and a big buckle will only work if it's who you have been or who you are. Otherwise it's an affectation that's a gimmick.

2. You need to build a constellation of elements, not just one. It's when you put several small ideas together in a constellation that you get a signature style.

3. It's helpful in some way to others. Maybe in only that it helps them remember your key idea or message.

Keep thinking.

M@

A crazy thing can happen when you talk about yourself!

When you are what is for sale, you can often confuse the client by rambling on and stuffing up the sale or pitch.

Thought Leaders often have to talk about themselves. I sometimes talk about Matt Church in the third person (second sign of madness). I've been doing this for so long that I have learned a couple of tricks to help me talk about this Matt Church guy.

Stagenames: My name is Matthew but I promote Matt Church. It is not ‘Madonna'or ‘Bono' status, but it helps.

Diagrams: I often rely on contextual diagrams to explain what I do. This way the focus is less on me and more on my message.

Analogy: If I can explain what I do through an analogy it is easier to talk it up than if it is simply me I am talking about.

Future: Always focus on what is coming up as opposed to what you have done. What you have done is bragging, what it is you hope is going to happen is exciting.

Rapport: People buy people. Be gracious, generous and positive in your conversations. If asked about a competitor the same rules apply.

Often as experts and Thought Leaders, we wish for some one else to sell us. This is not always the best option. There is no one better than you to sell you.

M@
Matt Church