Strengthening Presence And Personal Brand
THE BURNING ISSUE
A globally-recognized researcher and subject matter expert wanted to stand out from the crowd in a competitive professional consulting field. She hoped to strengthen her online presence and social media presence to better articulate her personal brand and unique perspectives in her scientific area of expertise, plus open up new commercial consulting opportunities.
HOW WE WORKED TOGETHER
In our first briefing, we dug deeper into the current state. What about her existing communication efforts wasn't working? And why? Understanding her short- and long-term goals, as well as the audiences she hoped to reach, helped us set some clear and measurable objectives: to create greater awareness of her research by industry peers, to shape attitudes in her field, to be regarded as a thought leader, and to open up new professional opportunities, especially with startup ventures.
After an in-depth review of her existing marketing materials, it was clear that there was a solid base to work with, but refinement was in order. As a start, we prioritized the overhaul of corporate website content, key presentations, personal and staff bios and LinkedIn profiles for herself and her company.
The next step was to design a more powerful social media presence, ensuring the right ‘size and fit’ for her specific aims, and amplifying her signature voice and style. We introduced a regular opinion piece on her website where this could shine through, with cross-posting on selected social media channels. Additionally, we tailored a program of speaking engagements to raise our client’s profile in professional circles. Over time, all of this work was rolled into an award-winning book - our collaboration included key message development, editing and ghostwriting services.
THE OUTCOME
With our help, our client saw significant increase in her social media following, published an award-winning book and grew her business. Ultimately, she moved from respected professional to a recognized global thought leader, actively shaping the conversation in her field with authenticity and authority.