What are the best ways to develop an authentic and consistent voice in your Thought Leadership storytelling?

Para que uma liderança de pensamento seja efetivamente relevante, é essencial que o porta-voz coloque a sua essência em todo o planejamento. É comum que uma terceira pessoa - seja um profissional ou consultoria - desenvolva os conteúdos para um líder de pensamento. O maior erro dessa construção está na confecção de peças "soltas" ou não perfeitamente alinhadas com a linguagem, propósito e tom de voz do porta-voz. Conhecer o seu público e não perder o propósito pessoal, tornará a produção de conteúdo honesta e verdadeiramente relevante.

Understanding the purpose and audience is fundamental before diving into thought leadership storytelling. Ask yourself: What is the core message or objective of sharing these stories? Who is the intended audience you wish to reach, influence, or inspire? And importantly, what reaction or action do you desire from them post-engagement? This clarity aids in selecting topics, tone, and style that resonate deeply with your audience, ensuring your stories not only captivate but also achieve the intended impact, whether it's to educate, motivate, or drive change.

Knowing your purpose and audience is foundational in thought leadership, much like a navigator setting coordinates before a voyage. For instance, Brené Brown, before sharing insights on vulnerability, pinpointed her core message and the audience who craved that knowledge. Her purpose was to empower and her audience, those seeking personal growth. This clarity shaped her engaging talks and bestselling books, ensuring her message wasn't just heard but felt and acted upon. This focused approach helps thought leaders resonate deeply, turning ideas into impactful narratives.

1. Make a “content bank” that lists out all the key stories, ideas, opinions, etc that you want to be known for 2. Track how often you infuse these key stories, ideas, opinions, etc in your content 3. If you see that you haven’t mentioned a particular key point in a while, for example, then make a conscious effort to weave it into your next piece of content These steps help you to have a birds-eye view of whether you’ve been consistent in building brand awareness for what it is that you want to be known for

When I was starting to write on my own account (vs. for other people) I had an editor friend interview me so I could see what I sounded like. I provided the list of questions and she added some of her own. We recorded the session and I had it transcribed. Because I was talking to a colleague who also was a friend, I just "let the ideas fly." Reading the transcript of that interaction allowed me to be objective about what I liked and what I could say in another way that would be a better fit for my chosen audience. (Dialing down the slang and obtuse analogies, for example.) This doesn't make my stories less authentic. It is an act of respect for myself and my audience. Like dressing up to go to a client meeting vs. showing up in sweats!

Injecting humor and personality into your online content is like seasoning a dish—it should be just enough to enhance, not overpower. Take Neil deGrasse Tyson, for example. He uses witty analogies to simplify complex astrophysics, making the subject relatable and his content memorable. His unique angle is blending significant scientific insights with a touch of levity, which not only demonstrates his expertise but also his human side, connecting with his audience on both an intellectual and emotional level. It's about finding that sweet spot where your personal touch meets your professional insights, making your message resonate and stick.

A clear structure in storytelling is like a GPS for your narrative—it guides your audience from start to finish. Take TED Talks, for instance. Speakers often use a simple structure: they introduce a problem that hooks the audience, offer a novel solution that piques interest, and conclude with the benefits, leaving the audience inspired. This methodical approach ensures the message isn't just delivered, but it's also understood and remembered. It's a storytelling path that leads the audience to a destination of insight and action.

Being concise and relevant in your storytelling is crucial. It's like Twitter's 280-character limit: every word must count. Great communicators like Steve Jobs were masters of this—delivering messages with precision, cutting the fluff, and speaking directly to the audience's interests and needs. He avoided tech jargon, making complex ideas about computing accessible and fascinating to all. This approach keeps your audience engaged, not lost or bored, and drives your point home effectively.

Dolly Parton famously said: "Figure out who you are and do it on purpose." That's the only way to maintain a consistent and authentic voice in your thought leadership.

the biggest mistake I see people make here is a lack of patience. Thought leaders aren't made overnight. You have to give this strategy at least 6 months, no less. That means consistent and authentic activity every week, before you'll see any result. Be patient; see it through, then re-evaluate.