You Build Your Speaker Brand by Sticking to Your Lane

In the world of professional speaking, branding, and business, there's one common mistake many people make, trying to be everything to everyone. This lack of focus not only dilutes credibility, but also undermines the foundation needed to build a sustainable career. Here’s why it’s critical to pick a lane, stick to it, and evolve strategically.

The Dangers of Jumping from Topic to Topic

Many speakers believe that being versatile across multiple topics makes them more appealing. However, this often backfires. Constantly shifting between topics, marketing one month, leadership the next, followed by AI or offshoring, projects a lack of expertise. Instead of appearing versatile, these speakers risk being seen as "jack of all trades, master of none." Audiences and event organisers value credibility, depth, and substance. When you stray too far from your core expertise, you not only lose focus, but also risk alienating those who trust your knowledge.

The Importance of Owning Your Lane

Choosing a specific area of focus allows you to establish yourself as an expert. But what does this mean in practice? It doesn’t mean being rigid, it means evolving within a logical framework. A great example of this is Tracy Sheen known as The Digital Guide. Her initial focus was on demystifying technology, helping people overcome technophobia. As AI gained traction, she pivoted naturally into that space, aligning her expertise in digital tools with this emerging trend. The transition was seamless because it made sense. Contrast that with a hypothetical speaker whose expertise is in marketing, suddenly pivoting to something as unrelated as Himalayan Yak farming. Without logical flow or grounding, such shifts confuse audiences and diminish credibility.

Building Your Speaking Strategy

To build a sustainable speaking career, you need a clear strategy. Here’s a framework to guide you:

1. Tie Your Topics to Your Expertise Your speaking topics should reflect your unique skills and knowledge. For instance, if you’ve written a book, align your keynotes with its themes.
2. Plan for the Long Term Develop a roadmap for your speaking career. A great approach is to refresh your topics every two to three years, aligning them with new content or developments in your field.
3. Adapt Within Your Lane Evolving doesn’t mean abandoning your core focus. It’s about deepening and expanding within your area of expertise.
4. Avoid Chasing Trends While it might be tempting to latch onto the latest buzzwords or topics, this approach is often short-lived. Authenticity and depth will always win over fleeting popularity.

What Event Organisers Look For

Organisers want speakers who are credible and knowledgeable, low risk with a proven track record, deeply connected to their topic, consistent in delivering value. Speakers who jump from topic to topic are often seen as unreliable. A strong, focused brand makes it easier for decision-makers to say “yes” to you.

Final Thoughts

Building your brand as a speaker requires focus, strategy, and depth. By sticking to your lane and evolving naturally, you establish yourself as a credible expert. This not only helps you secure more bookings, but also ensures you remain relevant and respected in the long term. Stay grounded, stay focused, and remember, your reputation as a speaker is built on substance.