Growing your Personal Brand and becoming a recognised authority (bigger player) in coaching, consulting, or authorship is akin to undertaking a significant journey. It requires immense dedication, ceaseless learning, continuous self-improvement, and an indomitable will to contribute positively to others’ lives. This journey is far from being solely about acquiring and disseminating knowledge. Instead, it’s a holistic process that encompasses a host of both perceptual and tangible elements.
On the perceptual side, these intangible factors involve establishing credibility, nurturing trust, and creating a perception of expertise. These are not things one can physically touch or measure, but they hold immense power in shaping how others perceive us. Whether through effective communication, demonstrating emotional intelligence, or showing genuine care for clients’ well-being, these elements work together to build a professional image that resonates with authenticity and authority.
Simultaneously, the tangible aspects of this journey cannot be ignored. These include verifiable credentials, proven track records, and demonstrated successes. Concrete evidence of expertise, such as published books, case studies, or client testimonials, validate the credibility that the perceptual elements suggest. These tangible elements provide substance to the image, ensuring that the perceived authority is well-grounded in reality.
In this post, I’ll delve deeper into the intertwined roles of perception, value and tangible factors in your path to becoming a recognised authority. I’ll aim to provide valuable insights to help you effectively balance these elements, maximise your impact, and step up your game in coaching, consulting, or as an author.
- Understanding Influence: What Does Being a ‘Bigger Player’ Mean?
- Bigger Players in Digital Marketing
- Perception: Building a Personal Brand and a Strong Reputation
- Tangible Assets: The Backbone of Your Coaching, Consulting, or Writing Business
- Leveraging the Digital Space: Online Strategies for Growing Influence
- The Pros and Cons of Aligning With Bigger Players
- Balancing the Influence of Bigger Players with Unique Insights and Diverse Perspectives:
- How to Become a Bigger Player – Step by Step guide
- Step 1: Identify Your Unique Value Proposition
- Step 2: Define Your Target Audience
- Step 3: Build a Personal Brand
- Step 4: Provide Value
- Step 5: Network
- Step 6: Learn From ‘Bigger Players’
- Step 7: Consistently Improve and Update Your Skills and Knowledge
- Step 8: Measure Your Progress and Adjust Your Strategies
- Step 9: Be Patient and Persistent
- Step 10: Remember Your Why
Understanding Influence: What Does Being a ‘Bigger Player’ Mean?
As a coach, consultant, and author (content creator), being a ‘bigger player’ entails more than just high-profile status or an impressive portfolio. It involves combining expertise, authenticity, and influence in a way that resonates with your audience and inspires them to take action. More prominent players have a broad reach and profoundly impact the lives and businesses of their followers, clients, or readers.
A ‘bigger player’ is a recognised authority whose name is synonymous with their expertise. They are trusted sources of guidance and inspiration, and their opinions carry considerable weight. They often have a wealth of experience, a track record of success, and the ability to communicate their knowledge in a way that is accessible, insightful, and impactful.
To illustrate, in personal development coaching, names like Tony Robbins or Brené Brown might come to mind. These individuals have transformed the lives of millions through their innovative approaches to personal growth. In the consulting industry, figures like McKinsey & Company’s Dominic Barton or Bain & Company’s Orit Gadiesh have made considerable contributions, advising global corporations and influencing the trajectory of entire industries. In the world of authorship, the likes of Stephen King or J.K. Rowling stand as towering figures, not just for their commercial success but also for the profound impact of their stories on readers worldwide.
These are just a few examples of ‘bigger players.’ They each have their unique style, niche, and approach, but they share common traits – they are respected and influential and have made tangible contributions to their respective fields. Their status as ‘bigger players’ is a product of both perceptual and tangible elements, demonstrating the importance of balancing these aspects in your journey to becoming a recognised authority.
Bigger Players in Digital Marketing
“Bigger players” in digital marketing often refer to companies, organisations, or individuals who have established a strong presence and influence in the industry. They typically have a combination of significant resources, broad reach, and high levels of expertise in various facets of digital marketing.
Here are some key insights about these “bigger players”:
1. Extensive Knowledge and Expertise: Bigger players usually have a deep understanding of digital marketing strategies and tactics, from search engine optimization (SEO) to social media marketing, content marketing, email marketing, and paid advertising. They stay updated with the latest trends and changes in the digital marketing landscape and adapt their strategies accordingly.
2. Large Networks and Reach: Due to their established presence, bigger players often have extensive networks and high reach. This includes large social media followings, substantial email lists, and high-traffic websites. These resources allow them to communicate with and influence a wide audience.
3. Access to Resources: Bigger players typically have more resources at their disposal, such as a larger budget for ad spend, access to premium tools and software, and a team of experts to implement and manage their digital marketing strategies. These resources enable them to execute more complex and wide-ranging campaigns.
4. Credibility and Trust: Being a bigger player often comes with a level of credibility and trust. They have a proven track record of success, which instills confidence in their audience, customers, or clients.
5. Innovation and Creativity: Many bigger players are known for their innovative and creative approaches to digital marketing. They are not afraid to experiment with new tactics, platforms, or technologies and are often at the forefront of adopting and popularizing new trends in the industry.
It’s important to note that while there are many advantages to being a “bigger player,” smaller entities or newcomers can also carve out their own niche in the digital marketing space. They can do this by focusing on a specific area of expertise, creating high-quality and unique content, building authentic relationships with their audience, and continuously learning and adapting.
Perception: Building a Personal Brand and a Strong Reputation
The perceptual elements play a significant role in becoming a ‘bigger player.’ These intangibles – reputation, personal brand, perceived expertise, and trust – are the foundation upon which your influence grows. Here’s a brief look at these elements:
- Reputation is essentially the collective perception of your character, competence, and track record based on your past actions and achievements. It’s about being known for delivering consistent value and maintaining a high standard of professionalism.
- Personal Brand: This represents your unique promise of value. It’s how you differentiate yourself from others in your field. Your personal brand is shaped by your unique blend of skills, experiences, values, and the way you communicate them.
- Perceived Expertise: This is the recognition you gain for your knowledge and skills. It’s about being seen as a go-to resource in your niche – someone who can offer valuable insights, solutions, and perspectives based on deep understanding and experience.
- Trust/Credibility: This is about being seen as reliable, honest, and authentic. People need to feel that they can trust your word, count on you to deliver on your promises, and rely on your guidance.
Building these perceptual elements takes time and consistent effort, but here are a few strategies that can help:
- Networking: Actively engage with others in your field and related fields. Attend conferences, join professional organisations, and participate in online forums and social media groups. This can enhance your knowledge and skills and help you build relationships and establish a positive reputation within your professional community.
- Public Speaking: Speaking at industry events, workshops, webinars, or podcasts can be a powerful way to showcase your expertise, share your insights, and build your personal brand. It can also give you a platform to reach a wider audience and build trust.
- Thought Leadership Content: Regularly producing high-quality content – such as blog posts, articles, videos, or social media updates – that offers valuable insights, advice, or commentary on industry trends or challenges can enhance your perceived expertise. It can help you stand out as a knowledgeable resource and a thought leader in your field.
Remember, building perceptual elements is a continuous process. It’s about consistently showing up, delivering value, and striving to make a positive impact. And while these elements are intangible, they have a tangible impact on your journey to becoming a ‘bigger player.’
Tangible Assets: The Backbone of Your Coaching, Consulting, or Writing Business
While perceptual elements are crucial for establishing your presence, the tangible aspects of your business – your clientele, book sales, financial stability, and physical resources – provide concrete evidence of your success and the backbone for your operations.
- Clientele: Your clients are the lifeblood of your business. They provide the revenue that sustains your operations, and their satisfaction and success are a testament to the effectiveness of your services.
- Book Sales: For authors, the sales of your books are a critical indicator of your success. High book sales generate income and demonstrate the demand for your ideas and the impact of your words.
- Financial Stability: This refers to the health and viability of your business. Are you generating a sustainable income? Do you have a financial cushion for lean times? Financial stability enables you to invest in growth and take calculated risks.
- Physical Resources: This includes everything from your office space and equipment to any employees or contractors you may hire. These resources support your operations and enable you to serve your clients effectively.
- Digital Assets: Online courses, workbooks, info products etc
Building these tangible elements takes strategic planning, diligent execution, and constant adaptation. Here are a few strategies that can help:
- Client Relationship Management: This involves nurturing your relationships with your clients. Deliver outstanding service, regularly check in with them, seek their feedback, and show appreciation for their business. Happy clients are likely to be repeat clients and to refer others to you.
- Marketing: Effective marketing can attract new clients or readers and increase your book sales. Develop a marketing plan that includes clear messaging, a mix of marketing channels, and strategies for reaching your target audience.
- Product Development: Regularly review and improve your services, courses, or books. Stay abreast of industry trends and client needs, and continuously strive to deliver more value.
Tangible assets are a crucial part of your business infrastructure. They contribute to your success as a ‘bigger player’ and ensure that you can continue delivering value to your clients, readers, or audience.
Leveraging the Digital Space: Online Strategies for Growing Influence
The digital space provides an invaluable platform for coaches, consultants, and authors to build both perceptual and tangible elements of their influence.
Strategies for Building Perception in the Digital Space:
- Content Creation: Regularly producing high-quality, relevant content in various forms, such as blogs, podcasts, and videos, can establish you as a thought leader in your field, demonstrating your expertise and providing value to your audience.
- Social Media Engagement: Active and strategic participation on social media platforms can help to build your brand and reputation. This involves sharing your content, engaging with your followers, participating in conversations, and building relationships.
- Online Reputation Management: Monitor and respond to online feedback about your work. This includes managing and responding to online reviews, comments, and messages in a timely, professional manner.
Strategies for Building Tangible Elements in the Digital Space:
- Website Traffic: Implementing effective SEO strategies can increase your website’s visibility on search engines, driving more traffic to your site. This can lead to more client inquiries, more sales of your books or courses, and more subscribers to your email list.
- Online Course/Book Sales: Your website, Amazon, and other online platforms can serve as effective sales channels for your books or courses. Invest in a professional, user-friendly website design and employ effective sales strategies, such as promotional offers, bundles, or affiliate marketing.
- Email List Subscribers: Your email list is a valuable asset, providing a direct line of communication with your audience. Use content marketing, lead magnets, and other strategies to grow your email list.
The digital space provides a wealth of opportunities for coaches, consultants, and authors to grow their influence and become ‘bigger players.’ By effectively leveraging digital platforms, you can reach a larger audience, build your brand, and grow your business.
The Pros and Cons of Aligning With Bigger Players
As a coach, consultant, or author striving to establish a strong presence in your field, aligning yourself with ‘bigger players’ can bring considerable benefits, but it also comes with certain potential pitfalls.
Benefits of Learning From and Partnering with Bigger Players:
- Learning Opportunities: Bigger players often have a wealth of experience and insights to share. You can learn much from their strategies, their successes, and even their failures.
- Credibility By Association: Aligning with recognised authorities can enhance your own credibility and visibility. This can help you attract more clients or readers and open doors to opportunities such as speaking engagements or collaborations.
- Networking: Bigger players usually have extensive networks. By aligning with them, you can potentially access these networks, expanding your own connections and opportunities.
Potential Pitfalls of Relying Too Heavily on the Strategies and Insights of Bigger Players:
- Loss of Unique Voice: If you rely too heavily on the strategies and ideas of bigger players, you risk losing your own unique voice and perspective. It’s essential to balance the insights of others with your own ideas and experiences.
- Dependence: Aligning with bigger players can create a dependency that limits your autonomy and flexibility. You may feel pressure to conform to their methods or views, even when they may not align with your own philosophies or the specific needs of your clients or readers.
- Diminished Visibility: While association with a bigger player can enhance your visibility, it may also cast a shadow. If the bigger player’s brand is much stronger than yours, you may struggle to stand out and establish your own reputation.
Balancing the Influence of Bigger Players with Unique Insights and Diverse Perspectives:
While bigger players can offer valuable insights and opportunities, it’s essential to balance their influence with your own unique insights. Recognise the value of diverse perspectives and remain open to learning from a wide array of sources.
As a coach, consultant, or author, your value lies in your unique insights, experiences, and the specific value you bring to your clients or readers. Don’t be afraid to carve your own path and to differentiate yourself in your field. You may not be a ‘bigger player’ yet, but you bring your own unique value and, with time and strategic effort, you can grow your influence in your field.
Case Studies: From Coach to Influencer, From Consultant to Thought Leader, From Author to Bestseller
1. From Coach to Influencer: Tony Robbins
Tony Robbins is an excellent example of a coach who has become a world-renowned influencer. Starting his career as a self-help coach, Robbins focused on personal development techniques and neuro-linguistic programming. He didn’t have the immediate backing of bigger players in his field but rather built his credibility through consistent and exceptional work. He later garnered the support of bigger players, which undoubtedly helped his growth, but his unique approach, determination, and commitment to providing value were integral to his success.
2. From Consultant to Thought Leader: Simon Sinek
Simon Sinek transitioned from being a business consultant to a globally recognized thought leader. His concept of ‘The Golden Circle’ and the focus on ‘why’ brought a fresh perspective to business and leadership thinking. While Sinek’s theories have been endorsed by numerous influential figures, it was his unique perspective, ability to articulate complex ideas in a digestible way, and commitment to sharing his insights that solidified his standing as a thought leader.
3. From Author to Bestseller: J.K. Rowling
J.K. Rowling, the renowned author of the Harry Potter series, went from an unknown writer to a global bestseller. Her journey was not without hardships and rejections. Her unique storytelling and perseverance eventually gained recognition and made her one of the most successful authors in history. Her success wasn’t predicated on aligning with bigger players, but on her unique talent, determination, and the value of her work.
These examples highlight that while aligning with ‘bigger players’ can offer benefits, success is often driven by personal determination, unique insights, and the quality of one’s work. Becoming a ‘bigger player’ involves leveraging both perceptual elements like personal brand and reputation, as well as tangible aspects like a solid client base or sales record. Most importantly, it involves recognizing and leveraging one’s unique value.
How to Become a Bigger Player – Step by Step guide
Step 1: Identify Your Unique Value Proposition
What sets you apart from the rest? What is your area of expertise? How do you add value to your clients, customers, or readers? Identifying this unique value proposition is essential as it will serve as the foundation for building your brand.
Step 2: Define Your Target Audience
Who would benefit most from your expertise or service? Define your target audience and understand their needs, wants, and pain points. Tailoring your efforts to suit your audience’s needs will increase the effectiveness of your strategies.
Step 3: Build a Personal Brand
Establish your brand image and voice. Consistency in branding across all platforms can help in building recognition and trust. Leverage digital platforms to share your expertise, insights, and thought leadership.
Step 4: Provide Value
Focus on providing value first and foremost. This could be through insightful articles, actionable advice, meaningful interactions, or services that address a pain point. The more value you provide, the more your reputation will grow.
Step 5: Network
Connect with both peers and influencers in your field. Networking can open doors to collaborations, partnerships, and opportunities to learn. Remember, it’s not just about what you can get, but also what you can give in a networking relationship.
Step 6: Learn From ‘Bigger Players’
Observe and learn from recognised authorities in your field. Understand their strategies, their journey, and what sets them apart. But also remember the importance of maintaining your unique insights and voice.
Step 7: Consistently Improve and Update Your Skills and Knowledge
Never stop learning and growing. The more you know and the better your skills, the more value you can provide. Regularly updating your skills and knowledge will keep you relevant in your field.
Step 8: Measure Your Progress and Adjust Your Strategies
Monitor your growth and impact regularly. Use appropriate metrics to understand what’s working and what’s not. Be ready to pivot or adjust your strategies based on these insights.
Step 9: Be Patient and Persistent
Building influence and becoming a ‘bigger player’ doesn’t happen overnight. It requires consistent effort, patience, and persistence. Keep your end goal in sight and don’t get disheartened by temporary setbacks.
Step 10: Remember Your Why
In the midst of all your efforts to grow, don’t lose sight of why you started. Keeping your passion and purpose at the heart of your work will keep you motivated and authentic.
Becoming a ‘bigger player’ is not about overpowering others but about maximizing your potential and impact. It’s about bringing your unique value to the table and making a difference in a way that only you can.
Being a ‘bigger player’ in the coaching, consulting, or as an author involves both perceptual and tangible elements. This article has discussed how perception plays a critical role in building personal brands, establishing reputations, and gaining perceived expertise. On the other hand, tangible elements, including clientele, book sales, and financial stability, form the backbone of the business.
We’ve seen examples of successful individuals in these fields, who have balanced their unique insights and offerings with the influence of bigger players, and successfully leveraged digital platforms to grow their influence.
However, becoming a ‘bigger player’ is not without its challenges. It requires a commitment to providing value, a readiness to navigate the complexities of the digital space, and a keen understanding of the pros and cons of aligning with bigger players.
One important takeaway is the crucial role of diversity in perspectives. There are benefits to learning from bigger players, but it’s equally essential to foster your unique insights, approach, and voice. After all, today’s well-recognized authorities were once beginners, carving out their path and building their influence from the ground up.
It’s now your turn to reflect on your current standing in your field. Consider your perceptual and tangible elements: How are you building your personal brand and reputation? How are you nurturing your clientele or boosting your sales? How can you leverage digital platforms to your advantage? How do you balance the influence of bigger players with your unique value?
Remember, every ‘bigger player’ starts somewhere. With determination, strategic action, and a commitment to providing value, you too can enhance your influence and reach greater heights in your field. Don’t underestimate the power of your unique insights and offerings – they could be exactly what someone needs.
Start your journey today. Find your balance. Become the ‘bigger player’ you’re meant to be.
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