What’s your brand’s point-of-view?

Brand recognition for thought leadership takes stepping into the spot light.

Brand recognition for thought leadership takes stepping into the spot light.

Point-of-view marketing involves communicating your brand story through thoughts, deeds, and actions on how the industry should be served.  One avenue to achieve this is through social engagement marketing tactics. When your brand provides authoritative content, supported by experience or scientific facts, it is demonstrating thought leadership.

Sometimes it calls for taking a calculated risk and commenting on or providing content for a hot button topic. Controversial topics breed readership. The more the readership, the more the brand can play a role in educating and shaping public opinion.

Participating with organizations, associations, and publications

Depending on where your brand is connected with the industry, there are a myriad of associations and publications devoted to producing content for every industry segment.

Unfortunately, a lot of the content is opinion based on faulty thinking drawn from incomplete facts. Any hot button topic has its share of detractors and advocates. Wading into the fray takes fortitude and a willingness to listen to the opposition, understand their fears and insecurities, and acknowledge there is a place in the world for conflicting viewpoints.

The opportunity for thought leadership recognition comes from participation and providing a point-of-view substantiated by experience and facts. Brands that take the risk to step into the spotlight are rewarded with recognition for setting the story straight.

Brands that look for safe haven and to avoid controversy become one of many and relinquish their position of thought leadership.

Google, Microsoft, and Yahoo

As an example, take a look the big search, social, and tech companies. When the National Security Agency (NSA) ran amuck over our constitutional right to privacy, they stepped into the spotlight and offered a detailed look at the NSA’s activities based on experience and facts. National security is a hot topic with millions of detractors and advocates. They could have played it safe and said nothing, worrying more about their stock price instead of their social responsibility. Instead, they came forward, injecting themselves into the conversation and offering thought leadership on how to serve both the nation’s security interest and the privacy right of their customers.

Leadership brands understand the value of participating in the conversation that helps form policy.

Additional articles you may find of interest on this topic:

Finding your voice

How to gain influence through understanding

 Defining your brand’s personality

 Please leave your comments or thoughts below.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s