It’s a common experience among many communications professionals: after helping an organization build its brand reputation during good times, we often see our efforts unravel the moment an economic downturn hits and senior management decides to cut spending on brand communications. It’s understandable. But it’s also a mistake, since difficult times are exactly when an organization should remain visible and emphasize its brand.
I’d like to tell you a story about one of my clients. Barbara Stewart, a portfolio manager at Cumberland Private Wealth Management, came to us in 2010 because she was frustrated with the multitude of articles that depicted female investors as under-confident, indecisive and disgruntled. There was a strong disconnect between what she read and what she knew to be true in her day-to-day dealings with her smart female clients throughout her career.
Many studies reveal that people’s top fear is public speaking. Their second is death. Although I find that shocking, it’s also unfortunate. Like it or not, if you’re trying to build a name for yourself or for your business, you’ll benefit from sharing your insights and expertise in a public forum. It can help position you as an expert with your target audiences, especially if you speak in an articulate and polished way.
In today’s evolving media mix, companies and individuals are looking for ways to build strong brands, differentiate themselves, establish credibility, engage with customers and generate sales. Thought leadership is often the answer, and it is a concept that has grown considerably in recent years.
