EDITOR'S NOTE

This page is no longer active.

We regret any inconvenience.

More about our terms
Back to Forbes
BETA
This is a BETA experience. You may opt-out by clicking here
Edit Story

How To Rise Above The Noise With Your Thought Leader Brand

This article is more than 6 years old.

Do you want to be a respected expert in your field? Want to be seen as an authority on your topic so you can access higher-level opportunities for your business? You may want to build up your personal brand as a thought leader. 

The fundamental requirements of thought leadership are obvious: You need to have actual expertise in your field, a track record to back it up, and original content demonstrating your expertise.

But these days it seems like everyone is anointing themselves as experts, regardless of whether they truly are. That means those who have actual mastery around their topic may find it hard to rise above the noise.

Here are a few ways to communicate to your audience that, unlike the masses of blogging self-proclaimed experts, you are someone to be listened to and followed.

You Need Photos Worthy of a Thought Leader

Star-quality photos immediately communicate that you should be taken seriously. More than the polish that comes with top-of-the-line equipment and lighting (although that’s important), it’s about capturing that je ne sais quoi moment when you look both natural and like a boss. And while I’m sure you’ve caught some great pictures on your iPhone, it takes a professional to get that shot on set, and ideally capture multiple incredible images.

Last year, when I decided to write a book, I realized I needed to build up my personal brand in order to support the launch. I knew I was going to need a ton of high-quality images, so one of the first things I did was book a thought-leadership photo shoot. I wasn’t sure how I was going to use the pictures, but I knew I needed them for, at the very least, my website and social media feeds.

Because I was uncertain about how I was going to use the photos, I made sure I had options. I consulted on the goals with a photographer who specializes in thought leadership shoots, John DeMato, and we planned for a variety of backgrounds, outfits, and expressions. On shoot day, John added even more variety: We had planned to shoot a bit at the park down the street from our office, but he stopped me three times along the way because he spotted amazing backgrounds.

This meant I ended up with an arsenal of images, which has become the gift that keeps on giving. I have used the pictures for so much more than my website and social media, from digital ads to media kits and podcast interview bios. And the Facebook ad photos that performed the best ended up on the cover of my book! I hadn’t originally envisioned putting my face on my book, but because I had this portrait that was clearly attracting attention, it seemed like an obvious choice.

If people make assumptions about your brand in nanoseconds because of visual cues, quality photography is a critical aspect of your brand. And it’s a self-fulfilling prophecy: If you create content that looks like you’re someone to be listened to, people are more likely to listen to you.

Hone Your Message

It’s one thing to know your stuff, but do you have a message? Do you have a point of view on your area of expertise? Do you express it in a clear and thoughtful way in everything you put out. 

The reason gurus like Tim Ferriss and Gary Vaynerchuk have such a robust following is that they have a clear voice and message that turns viewers into loyal fans and customers. It also turns some people off (which, as you may know, I’m okay with). If you drill down into their content and read the lengthier pieces, you often find that all these gurus, from Seth Godin to Marie Forleo to Aristotle and Seneca, are repeating the same fundamental principles. And that’s more than fine, because humans will continue to read and follow new people who are saying it in a new way with a unique spin and point of view.

But you have to make that point of view known. This is essentially where we start with branding companies, and the same holds true for personal brands. Know what you are against as much as what you are about. Draw some clear lines in the sand so the audience can place you on the matrix of thought leaders. Are you elegant and poised, or aggressive and foul-mouthed? Do you believe in healing with kindness or tough love? Chances are you aren’t the only person in your industry who is knowledgeable , so stand out by owning a message that you can be known for.

This is how you rise above the noise.

Build Your Skills as a Communicator

Even if you think you’re pretty darn charming, everyone can benefit from becoming a more effective communicator. There is no better way to build your credibility than to get up in front of a room full of people and captivate your audience. And no matter how good you are, there is always room for improvement.

Although it may seem like the world is saturated with speakers and authors, there is a wide gap between people who do perform and people who are able to perform. As a former stage-frightened speaker who used to visibly tremble when I had to give my 30-second pitch at networking meetings years ago, I can tell you that with practice and coaching you can not only overcome these fears but actually excel. Speaking and presenting is a learned skill, and the ones who look like naturals are likely those that spent the most time learning it.

No matter how brilliant you are and how well you know your content, if you look nervous when you speak, if you have distracting habits or suffer from the upturn at the end of every sentence, the brilliance you spew may not make it to the ears of your intended audience. In fact, 90% of communication is nonverbal, so while you are concentrating on getting the facts and figures right, your habit of tapping your foot, slouching, or ending every sentence with “you know?” may result in your audience leaving without the giving you the trust you so rightfully deserve.

Anyone can talk information at you. But to offer information in a compelling way requires the learned skill of presenting and communicating effectively. You can rise above the noise of others who are also in the know by acing this skill.

Want to be a powerful thought leader in your industry? It isn’t enough to know your stuff. Without magazine-quality photos, a clear point of view you can own, and the skills to communicate your message powerfully, it will be difficult to rise above the growing sea of so-called experts. But if you follow these steps, you will be ahead of 90% of the competition.

Follow me on Twitter or LinkedInCheck out my website or some of my other work here