By Intelligent Relations Team

December 28, 2023

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To achieve success, modern brands need to be credible, influential, and innovative. 

But how do you make your brand a credible and influential authority? Especially when your brand is starting out?

Enter brand thought leadership.

Thought leadership allows you to not only shape your brand, but your entire industry. It allows you to forge consumer perceptions and establish your brand as an authority.

But what is brand thought leadership? What do you have to do to achieve all this recognition and glory?

It’s about using your brand’s expertise to share insightful and innovative concepts. To answer industry questions and problems in an innovative way. To do the research and thought work that’s needed to get new answers.

Easy right? No big deal.

Don’t worry. This article will show you how to set up a brand thought leadership strategy that works. Doesn’t matter if you’re a startup or established enterprise. Here’s what we’ll cover:

• Understanding Brand Thought Leadership
• Why is Brand Thought Leadership Important?
• 10 Steps to Creating a Brand Thought Leadership Strategy
• 7 Brand Trends in 2024

Understanding Brand Thought Leadership

In today’s competitive marketplace, brand thought leadership is a powerful strategy for companies to set themselves apart. 

It allows brands to establish authority, credibility, and influence in their respective industries. 

Plus, brand thought leadership transcends the conventional notion of thought leadership. How? By intertwining the approach with a brand’s identity, values, and vision.

How Does Brand Thought Leadership Differ from Thought Leadership? 

Traditionally, thought leadership revolves around individuals who are recognized as experts in their field. It focuses on their insights, innovative ideas, and expertise — often through articles, talks, or publications that drive industry conversations. 

Conversely, brand thought leadership integrates the ethos, values, and unique perspectives of a company into the thought leadership narrative. It isn’t solely reliant on individual expertise but rather on the collective knowledge, culture, and innovative prowess of an organization.

What are the Characteristics of Brand Thought Leadership? 

Brand thought leadership encompasses several key characteristics that collectively elevate a brand’s position and influence within its industry: 

• Expertise and Authority: Brand thought leaders possess deep knowledge and expertise in their field. Brands establish credibility by showcasing their understanding of industry trends, challenges, and innovations. 

• Innovation and Vision: Thought-leading brands are forward-thinking, consistently innovating and presenting fresh perspectives. They aren’t just following trends; they’re setting them. 

• Consistency and Authenticity: Consistent messaging and genuine engagement are crucial. Brand thought leaders maintain authenticity in their communication, aligning their brand values with actions and narratives. 

• Content Excellence: Creating high-quality, valuable content is fundamental. Thought-leading brands produce insightful, educational, and thought-provoking content that resonates with their audience.

• Community Engagement: Actively engaging with the industry and community is vital. It involves participating in discussions, events, and initiatives to foster connections and contribute meaningfully. 

• Problem Solving and Guidance: Brand thought leaders don’t just talk; they offer solutions. They guide their audience, providing solutions, advice, and strategies to address industry challenges. 

• Adaptability and Relevance: Remaining relevant in a rapidly changing landscape is essential. Thought-leading brands adapt, evolve, and stay current with industry shifts. 

• Visibility and Influence: They have a significant presence, both online and offline. They influence discussions, shape opinions, and are sought after for insights. 

Pro Tip: Brands that embody these characteristics effectively position themselves as authorities in their field, earning trust and respect within their industry and among their audience.

Learn more about the power of thought leadership marketing here: Unlocking the Power of Thought Leadership Marketing (Benefits + Best Practices)  

Why is Brand Thought Leadership Important?

In a crowded marketplace, brand thought leadership is not just about being visible — it’s about being influential, trusted, and ahead of the curve. 

Why it’s important:

• Embracing and embodying brand thought leadership lets companies wield unparalleled influence. 

• It drives success while shaping the landscape of their entire industry.

• As consumers increasingly seek authenticity and expertise, being a brand thought leader isn’t just an advantage — it’s a strategic necessity. 

• It cultivates trust, builds meaningful connections, and drives innovation. 

• Thought leadership propels brands and transforms them into industry game-changers. 

This elevated status, though coveted, isn’t attained overnight. Establishing brand thought leadership is a continuous journey that demands commitment to expertise, authentic engagement, and relentless innovation. 

What are the Benefits of Brand Thought Leadership?

Now that we understand the broader importance of brand thought leadership, let’s dive a little deeper into the benefits that make it an important strategy. 

• Enhanced Credibility and Trust: Thought-leading brands command trust and credibility, positioning themselves as reliable sources of information and expertise. This credibility translates into stronger relationships with customers, partners, and stakeholders.

• Increased Visibility and Influence: Thought leadership amplifies a brand’s visibility. It positions the brand at the forefront of industry discussions, leading to increased recognition and influence among peers, customers, and competitors.

• Competitive Edge and Differentiation: Standing out in a crowded market is challenging. Thought leadership sets a brand apart, showcasing its unique perspectives, innovative solutions, and forward-thinking approaches, giving it a competitive edge.

• Attraction and Retention of Talent: Brands that exhibit thought leadership attract top talent. Employees are drawn to organizations with strong industry presence and visionary leadership, fostering a culture of innovation and growth.

• Facilitated Sales and Business Growth: Brand thought leadership directly impacts sales and business growth. By establishing authority and trust, brands experience higher conversion rates, increased customer loyalty, and more significant market share. 

• Opportunities for Collaboration and Partnerships: Being perceived as a brand thought leader opens doors to collaborative opportunities. Partnerships, alliances, and industry collaborations become more accessible, leading to mutually beneficial ventures. 

• Adaptability and Future Preparedness: Thought-leading brands are agile and adaptable. Their continuous pursuit of knowledge and innovation keeps them at the forefront of industry changes, enabling them to navigate future challenges effectively. 

• Positive Brand Perception and Long-Term Sustainability: Brand thought leadership contributes to a positive brand image, paving the way for long-term sustainability. Brands that consistently provide valuable insights and solutions become synonymous with industry excellence.

Pro Tip: Understanding the importance and myriad benefits of brand thought leadership will allow organizations to begin creating an effective thought leadership strategy. 

10 Steps to Creating a Brand Thought Leadership Strategy

Creating an effective strategy for establishing brand thought leadership involves several key steps. Let’s break it down with some top examples.

Step 1: Define Your Niche and Expertise 

To become a thought leader, identify your niche within the industry and the specific expertise you possess. This could be a unique perspective, specialized knowledge, or innovative approaches. 

Example: Patagonia 

Outdoor apparel brand Patagonia leads with a commitment to environmental stewardship. Renowned for durable, eco-conscious apparel, they thrive on merging performance with ethical production. So, their niche lies in advocating for sustainable practices within the industry, from using recycled materials to supporting grassroots activism. 

Patagonia sets a precedent, championing responsible business while encouraging consumers to engage in mindful consumption for a healthier planet.

Step 2: Develop a Content Strategy 

Craft a content strategy that showcases your expertise and engages your audience. This could include blog posts, articles, videos, podcasts, whitepapers, or social media content. 

Example: Airbnb 

Online rental giant Airbnb has developed a content strategy that revolves around a sense of belonging and exploration. Through immersive storytelling, user-generated content, and localized experiences, they showcase diverse cultures and encourage authentic connections.

The Airbnb Newsroom features engaging narratives, travel guides, and host stories, enticing users to explore unique accommodations worldwide. 

Leveraging community-driven content, Airbnb cultivates trust and a shared sense of adventure, reinforcing their position as a global hospitality innovator.

Step 3: Consistency and Quality 

Consistency and quality are crucial. Regularly produce high-quality content that adds value to your audience’s knowledge base and addresses their pain points or interests. 

Example: Red Bull 

Red Bull has built an energy drink empire on unwavering quality and innovation. From their inception, the brand has maintained consistent standards, delivering high-energy products and immersive marketing experiences. The iconic beverage embodies reliability, offering the same invigorating taste worldwide. 

Red Bull’s commitment to excellence extends beyond their drinks, manifesting in extreme sports sponsorships and boundary-pushing events. This dedication to consistent and quality marketing and thought leadership solidifies their status as a trailblazer in the energy drink market.

Step 4: Engage with Your Audience 

Create a two-way communication channel. Engage with your audience through social media, forums, webinars, or events. Respond to comments and feedback to build a community around your brand. 

Example: Dove 

Dove’s brand ethos centers on empathetic engagement, resonating deeply with their audience. Through their inclusive Real Beauty campaigns celebrating diversity, Dove fosters a sense of empowerment and self-acceptance. 

They actively involve consumers in discussions on body positivity, mental health, and inclusivity, leveraging social media and real stories to create an emotional connection. By prioritizing authenticity and listening to their audience, Dove continues to cultivate a loyal community committed to their values of genuine beauty and confidence.

Step 5: Collaborate and Network 

Collaborate with other thought leaders, influencers, or organizations in your field. Partnering with credible entities can enhance your brand’s credibility and reach. 

Example: Intel 

Intel thrives on collaboration, engaging with a vast network to drive technological advancements. The brand strategically partners with industry leaders, fostering innovation in computing and beyond. 

Through initiatives like Intel’s Developer Zone and collaborations with tech communities, they facilitate knowledge sharing and co-creation. 

Intel’s open approach to collaboration extends to academia, startups, and global enterprises, fortifying their position as a catalyst for technological progress through extensive networking and partnerships.

Step 6: Provide Solutions and Insights 

Offer solutions to industry challenges and share unique insights. This establishes your brand as a problem solver and a forward-thinking entity. 

Example: LEGO 

The brilliance of LEGO lies in its ability to cultivate imaginative solutions and insights through play. Beyond being a toy, LEGOs serve as an educational tool, fostering crucial skills like problem-solving and creativity. 

By encouraging open-ended building, LEGO sparks innovation and divergent thinking in both children and adults. Their kits, workshops, and community initiatives offer hands-on STEAM experiences, showcasing how play can unlock innovative solutions and insights across various fields and ages.

Step 7: Measure and Adapt 

Regularly measure the impact of your thought leadership efforts. Analyze metrics like engagement, reach, and conversions to refine your strategy and adapt to changing trends. 

Example: Adobe 

Adobe’s brand evolution is intricately tied to robust analytics, allowing for agile adaptation. 

Through tools like Adobe Analytics and AI-driven insights, they monitor user behaviors to tailor experiences and products. This data-driven approach enables swift adjustments, addressing market needs promptly. 

Adobe’s iterative development cycle, influenced by user feedback, ensures continuous innovation across their creative suite, cementing their reputation as a brand adept at using analytics to evolve and meet evolving demands effectively.

Learn more about important metrics for measuring thought leadership here: How to Measure Thought Leadership: Metrics, Strategies, and KPIs

Step 8: Stay Authentic and Transparent 

Maintain authenticity in your messaging and actions. Transparency builds trust, a cornerstone of thought leadership. 

Example: Warby Parker 

Warby Parker’s authenticity thrives on transparent business practices and a genuine commitment to social responsibility. From inception, they’ve upheld transparency in pricing, production, and charitable initiatives, fostering trust with consumers. 

Through their Buy a Pair, Give a Pair program and public impact reports, Warby Parker openly showcases their philanthropic efforts. 

This dedication to transparency, coupled with a commitment to quality, has solidified their position as an authentic and socially conscious brand in the eyewear industry.

Step 9: Adapt to Emerging Trends 

Stay abreast of emerging trends and technologies in your industry. Being ahead of the curve demonstrates your brand’s agility and innovation. 

Example: Netflix 

Netflix’s brand success hinges on its nimble response to emerging trends in entertainment. By analyzing user data and staying attuned to viewer preferences, they swiftly adapt content creation and delivery strategies. 

Embracing new formats like interactive storytelling and investing in diverse, original content, Netflix remains at the forefront of entertainment trends. 

Their ability to anticipate and meet evolving consumer expectations cements Netflix as a dynamic brand, consistently evolving to captivate audiences worldwide.

Step 10: Lead by Example 

Finally, lead by example. Your actions, initiatives, and brand values should align with the message you’re promoting as a thought leader. 

Example: IKEA 

IKEA leads as an industry exemplar, pioneering innovation and sustainability. Their flat-pack design revolutionized furniture retail, setting a standard for affordability and convenience. 

Committed to sustainability, they prioritize eco-friendly materials and energy efficiency in products and operations. 

IKEA’s People & Planet Positive strategy drives circular economy initiatives and renewable energy goals, inspiring the industry and consumers alike. Their proactive stance on innovation and sustainability positions IKEA as a global leader, driving positive change.

Pro Tip: These steps, when applied effectively, can help establish your brand as a thought leader in your industry. Remember, genuine thought leadership takes time, consistency, and a deep understanding of your audience’s needs and aspirations.

Get more info on thought leadership strategy here: Thought Leadership Strategy: 14 Steps to Balancing Authority and Authenticity (+ Examples)

7 Brand Trends in 2024

While no one can predict the future, certain trends gained momentum in 2023 and are likely to continue shaping the branding landscape in 2024: 

1. Careful Purpose Branding: Consumers increasingly favor brands aligned with meaningful causes and values, but 2023 presented a backlash against divisive advertising. In 2024, expect brands to cautiously prioritize social responsibility and sustainability as core elements of their identity. 

2. AI-Infused Personalization: Artificial Intelligence will likely play a more significant role in delivering personalized experiences. Brands may leverage AI to understand consumer behavior better and offer tailored products and services. 

3. Content Diversification: Brands will continue diversifying content formats to engage diverse audiences. From short-form videos to interactive storytelling, versatility in content creation will be crucial for brand visibility. 

4. Voice and Visual Search Optimization: As voice and visual search technologies advance, brands will optimize content and strategies to adapt to these changing search behaviors, aiming for higher discoverability.

5. Direct-to-Consumer (DTC) Expansion: More brands might shift towards DTC models to establish direct relationships with consumers, bypassing traditional retail channels and offering personalized experiences. 

6. Augmented Reality (AR) in Marketing: AR’s potential for immersive experiences will likely lead to increased adoption by brands for interactive advertising, product visualization, and experiential marketing campaigns. 

7. Privacy-Centric Strategies: Heightened concerns about data privacy may lead brands to prioritize transparency and ethical data practices, building trust with consumers through responsible data handling.

Pro Tip: These trends indicate a continued focus on personalization, technology integration, ethical practices, and immersive experiences. Prioritize these topic areas in your brand thought leadership content.

For more trending thought leadership topics, read our article: 6 Thought leadership Topics Trending in 2024 [Ideas + Examples]

Take Your Brand to the Next Level

Brand thought leadership transcends traditional expertise. It weaves a brand’s values and vision into industry conversations. As markets evolve and consumer expectations shift, the significance of brand thought leadership is increasingly pronounced. 

It’s the bridge that connects innovation, credibility, and trust, allowing companies to stand out in crowded landscapes. Brands can carve a path toward impactful thought leadership by:

• Championing Authenticity
• Embracing Technological Advancements
• Prioritizing Sustainability and Inclusivity

The efficacy of brand thought leadership hinges on a commitment to driving change and consistently pushing the boundaries of what’s possible. As businesses navigate the changing landscape, establishing brand thought leadership is a necessity for continued success and influence.

Ready to get started on a brand thought leadership strategy? Let us help! Simply book a free consultation and we will help you get started on a strategy that will make your brand stand out.