For brands with a cause, commitment and consistency

There are rarely any quick wins when it comes to thought leadership in the B2B realm. It takes commitment and consistency to solidify one’s position as the authority or industry spokesperson on any given topic. Building your brand reputation to become synonymous with the things your customers are going through today and anticipating in their futures should be a part of your plan for the long game. 

But on the other hand, if there is something that you strongly believe in and actively work towards, all it will take to grab that thought leader position is to communicate about it just as actively. And you will be sure to see a boost in the credibility of your tactical, short-term efforts when your brand reputation supports your marketing claims, value propositions and promotional activities. 

Thought leadership is allowed to be commercial

The idea of thought leadership is built on the notion of non-commercial altruism and doing something for the greater good. While this is absolutely true, it is often brands that develop and sell technologies supporting society strive towards that common goal that are awarded the thought leadership position.  Their efforts earn them this position – even though they are ultimately in the business of developing and selling said technologies. Being transparent and honest about both commercial and non-commercial goals is an advantage.

Topics that engage and evoke emotion

Thought leadership is typically built around important themes that resonate on a personal and emotional level as well as in business terms. We have seen brands fighting for a competitive stance on technological developments from generative AI to advanced automation and robotics, but often the themes that matter beyond the professional lives of our audiences are the ones we feel a deeper connection with.  

Today, topics related to responsibility, sustainability and efficiency are high on many peoples’ priorities. Also, more recently, the geopolitical climate we live in has given rise to themes surrounding safety and security. This means everything from data protection and cybersecurity to personal safety and well-being. A clear and active stance on these themes can translate into a competitive advantage in industries where they have not yet been discussed to death.

Share your insights and expertise to create value

From a marketing perspective, thought leadership helps position your brand and offering to attract and engage your ideal customer by providing valuable insights and answers to their most pressing questions. The open sharing of one’s knowledge and expertise garners goodwill and shows an agenda greater than just selling products.  

You can build trust even further by inviting interaction and engagement from your audience and even your competition (if you truly hold a strong enough position). A great example of such a gutsy move has been the Energy Efficiency Movement originated by ABB, that we have had the pleasure of being involved with for many years. It shows us how a thought leadership campaign was able to transcend its original parameters and take on a life of its own.

Find your passion and act on it

So, if you recognize that your brand holds unique insight, expertise and perhaps even a portfolio of products, services or solutions that give you a competitive edge and a figurative soapbox to stand on and address the masses, you should start planning your roadmap to thought leadership on your chosen topic. It all starts with a decision. 

From there it’s a matter of identifying the platforms, media and spokespersons. Your message should be deployed across executions that can range from social media and blog content to in-depth articles, whitepapers, podcasts and such. Also, speaker engagements and industry events provide an opportunity to communicate your stance.

It’s a marathon, not a sprint

There is one thing more important than the initial decision: the commitment to long-term consistency in communications. Make sure your organization lives and breathes your chosen cause, otherwise your efforts will go to waste if you run out of steam after a phase of initial excitement. Thought leadership is always an investment in the long game.