Authority is one of the best ways to cement positioning with your brand.
You can organically build it over YEARS of consistency in understanding your product, your market, and their pain points…
Or, alternatively…
If you have plenty of money to spend?
You can partner with an already reputable figure and fast-track this process.
This is very common with a lot of brands in the US.
They leverage the pre-existing reputation and expertise of either their founder or key endorsing figures to build trust with their audiences.
Golden Hippo (one of the world’s biggest direct response companies) do this all the time.
One of their brands, Gundry MD, is a perfect example.
This health brand is built around Dr. Steven Gundry, a former cardiac surgeon and researcher.
His authority, combined with aggressive DR-focused marketing (like daily emails) has resulted in Gundry MD growing into one of the world’s leading supplement brands…
It isn’t just his name & face that has helped though…
Dr Gundry is HEAVILY involved in the operation.
His expertise and ongoing involvement in the brand have helped grow it to where it is today.
While it’s good to have the clout of a pre-existing authority figure…
Leveraging their expertise and DIRECTLY involving them in the brand will take you to the next level.
It’s all about providing the best possible product and service to your customers…
Tapping into the brains of your niche’s leading experts and using their knowledge to serve your market will result in SOLID positioning.
Keep this in mind.
Combining authority figures with a brand built on direct response is the way.
