Think about the brands you trust most–and why. Chances are your impression has been shaped by a source of authority. In fact, many of the world’s most successful brands are inextricably linked to one. There are more examples of this than we can list here, but for starters, there’s Oprah for Weight Watcher’s, 4 out of 5 dentists for Trident, and Rotten Tomatoes for the next movie you might be seeing.
In contrast, when we hear that a Kardashian has reeled in over a million dollars for a single Instagram post, it becomes harder for consumers to know who or what to trust. Consequently, when a superiority claim is delivered credibly and connects with consumers, it’s not just an achievement; it’s a true competitive advantage.
A source of authority can be as integral to branding as positioning, reasons-to-believe, and brand character. But in the case of too many brands, it’s a missed opportunity, especially since it’s one of the most powerful levers that a marketer can pull to stimulate behavior change.
Have you thought about who or what will serve as a source of authority for your brand? At Glue, we believe the most persuasive candidate will be third parties or third-party-generated content with the power to validate, create, and even elevate claims. Candidates to be considered include
- Individuals, eg healthcare professionals, social media influencers, current users
- Organizations or groups, eg academic centers, associations, the media
- Information, such as clinical trial data and survey results
The Glue message is don’t overlook source of authority as a component of your communications strategy. If you do, you may inadvertently relinquish the higher ground to a challenger already in your market–or in the wings.
Glue has been named a top branding agency according to DesignRush. For more: https://www.designrush.