Glossary of Branding Terms
What does thought leadership mean in branding?
Positioning a brand as a leading authority in its industry by providing relevant and innovative ideas and communicating selected topics consistently and intensively.
How to turn a brand into a thought leader?
Derived from strategic priorities and in line with the brand strategy, relevant topics are defined that the brand can address credibly and with an edge over the competitors. The topics should have sufficient breadth and depth to ensure that they can be addressed with new content over a long period of time.
Which topics are suitable as thought leadership topics?
Basically, all topics that strengthen the positioning of the brand. The content must advance the stakeholders and the discussion on the selected topics; this creates a high level of relevance. Thought leaders can also include trending topics to show that they are in step with the times. In the long run, it is worth focusing on a few topics and consistently occupying them for the brand.
How to increase the perception of a brand as a thought leader?
In order to be perceived as a thought leader, the brand must communicate intensively and consistently on the selected topics, across all platforms and in different formats, from posts and videos to webinars and events. This also includes its own website, search engine optimization and classic PR.
