Executive Insider

3 Strategies Powerful Leaders Use to Command Attention and Build Brand Authority

Showing up powerfully as a leader today is more accessible and harder to do. Billions of people use the Internet and social media, which offers leaders more straightforward access to communicate. It creates the ability for leaders to build their personal brands in a far more efficient way. While this access makes it easier to be seen, there is also a lot of noise.

Whether it’s leading a team, speaking to potential consumers, interacting with customers, communicating with shareholders and investors, or delivering messages you’re passionate about — influential leaders use modern communication and content strategies to stand above the noise. They understand communication is a leadership strategy that’s required for growth.

Being a leader in a digital-first world means visibility. You can be the face of the brand, represent a brand, or build your brand. Being visible means that the things you do and say need to command attention if you’re building brand authority. Here are three strategies powerful leaders use to build a following, nurture consumers, convert prospects, and increase business revenue.

They use modern communication channels. 

How communication happens is constantly evolving but more efficient. Today, you can use live videos, stories, podcasts, TV, or written communication in blogs, newsletters, and social media posts. The options are digital and offer the opportunity to reach more people in one post than thousands with previous communication methods.

Powerful leaders use the communication channels that reach their intended audience. They research the best channels to reach who they’re targeting and demonstrate expertise through content that solves problems, educates, and adds value.

Being stuck in archaic and analogs ways to communicate will not help leaders build brand authority and increase their reach. Adapt to a new way of communicating and communicate in the places that those you’re targeting consume. It’s a more effective way to build your positioning and increase influence.

They pour knowledge and experience into thought-leadership-focused content.

It’s not just enough to demand attention — leadership means you get attention through the value you provide. Powerful leaders understand the importance of using thought-leadership content. They leverage modern communication channels as a portal for sending content that adds value and shows the leader’s expertise in what they do.

Thought leadership is a concept that’s been given a little bit of a bad rap by spammy Internet marketers. But, the idea of what it represents is an effective leadership strategy.

Your content is essential and one of the most effective ways to communicate. When potential consumers get value through a leader’s content, they want to know more about the business they’re representing. You create awareness of the issues consumers need more help understanding. Content marketing is an effective strategy to build an audience and develop a pipeline of future opportunities.
According to the Content Marketing Institute, content marketing generates over three times as many leads as outbound marketing and costs 62% less according to the Content Marketing Institute.

Content is versatile and can be repurposed. You can turn videos into articles, live videos into blog posts, and social media posts into ads. Leaders today can use content to demonstrate their knowledge, which builds brand authority and commands the attention of those that are consuming the content.

They understand the importance of showing up authentically. 

There’s a temptation to show up in a way that doesn’t show the complete picture in the desire to appear powerful. We see this played out all over the Internet through misleading ads, leaders sharing wins but not the journey, and an inflated view of a leader.
The truth always has a way of shining through what’s being posted. More than that, the people watching know there’s another side to the coin that they’re not seeing. Consumers have been fed an image that they don’t believe is true because we all go through life and leadership challenges.
Showing up authentically is a strategy that helps leaders stand out. Consumers see an example, value-content, and leader that’s being real. That authentic energy draws people to the leader. They want to know more because it’s refreshing to see the unvarnished truth.

Leadership stems from the ability to lead by example. A leader is a human being, which means the complexity of emotions and experiences. Leadership means moments of challenges and life lessons. Sharing the complete picture is one of the best ways to lead.

No matter what type of leader you are, you can build brand authority, command attention, and increase influence. The power of content and the ability to reach more people through the Internet and social media has created effective channels to demonstrate leadership.

Be you, learn from each experience, and use those lessons to show up as a powerful and authentic leader. People know the real thing when they see it.


Written by Kimanzi Constable. Have you read?
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Kimanzi Constable
Kimanzi Constable is an author of four books and has been published in over 80 publications and magazines. He is the co-founder of Results Global Impact Consulting, and a Senior Editor for the Good Men Project. He teaches businesses modern content strategies that build brand awareness, create audience growth, and increases revenue. When he’s not writing, he’s enjoying some coffee while listening to Taylor Swift. Get modern content marketing strategies at RGIC.

Kimanzi Constable is an opinion columnist for the CEOWORLD magazine. You can follow him on Instagram, Facebook, Twitter, and LinkedIn.