How to Build A Thought Leadership Strategy
Positioning Your Brand as an Industry Authority
In sectors where everyone is vying for attention, especially in the design and built environment, having something to sell isn’t enough. These days, the brands that cut through are the ones with something to say.
Enter thought leadership. When done well, it doesn’t just raise your profile - it builds trust, showcases your expertise, and earns your place at the table. This isn’t about puffed-up posturing. It’s about using your voice with purpose. Here’s how to approach it with clarity, confidence and intent.
Why thought leadership still matters
Thought leadership isn’t new. But its value is only growing in a landscape increasingly saturated with noise. It’s not about shouting louder; it’s about saying something that matters, backed by real experience, insight, or evidence.
The best thought leaders don’t chase trends; they set them. They guide industry conversations, inspire new ideas, and attract the kinds of partnerships, projects, and talent that drive a brand forward.
At its heart, thought leadership is generous. It offers perspective, not promotion. Done consistently, it doesn’t just position you as an expert - it builds affinity and credibility with your audience over time.
Begin With Clear Goals, Rooted in Brand Strategy
We discussed defining business objectives in a recent Journal article - it’s time to revisit those, and consider how spokespersons within your company can be used to build on these goals. These goals act as a roadmap, guiding your initiatives towards measurable success. Without clear KPIs, your thought leadership efforts may lack direction and fail to achieve the desired impact. Setting specific objectives ensures that your strategy aligns with your overall business objectives and contributes to your brand's growth.
An exercise that can help businesses figure out a more purposeful approach is to set SMART goals - specific, measurable, achievable, relevant, and time-bound. This will help track progress, success rate and ROI (return on investment).
Is your brand looking to establish itself as a credible expert on a specific topic within the sector, perhaps something that is being newly integrated as part of your offering? Are you looking to boost peer-to-peer recognition? Are you introducing a new C-suite executive? Or perhaps you have partnered with a brand ambassador to use as a go-to expert on design trends and practical comments?
Each will have its own challenges, opportunities and best practices. We’ll dig into this further.
Identify your target audience and industry niche
Thought leadership falls flat when it’s too broad, or worse, self-serving. Start by getting specific. Who are you trying to reach? What do they care about? What are their challenges?
Knowing your audience helps you shape your message, tone and content to hit the right note. And don’t underestimate the power of a niche. Smaller, specialised platforms often hold more influence than their broader counterparts, especially if you're speaking to peers or potential collaborators.
Alongside audience research, it’s worth keeping an eye on what your competitors are saying—not to copy but to identify white space. Could you respond with a more considered take or add something new to the conversation, backed by data or real-world examples?
Build a Content Strategy With Editorial Intent
Good thought leadership isn’t improvised. It’s planned, structured and intentional, like any good editorial campaign.
Start with a content calendar that spans PR, owned channels, and potential media partnerships. Factor in key industry dates—design weeks, awards announcements, sustainability days—and consider where your insights might most naturally land.
Don’t be afraid of longer-form content. Blog posts, whitepapers or opinion pieces can offer depth and nuance, particularly when showcasing your sector expertise. Shorter formats have their place too, especially when you need to meet your audience where they are: on LinkedIn, Instagram, or industry newsletters.
Think about your storytelling mix. Insights are vital, but so are stories. Case studies, founder journeys, creative challenges overcome - these bring your brand to life and humanise your message.
Create high-value content that educates and inspires
There’s no shortage of opinions online. But too often, it’s generic or recycled, adding little, saying less.
To stand out, go deeper. Share original thinking, not echoes. Back up your claims with real data, or better still, results. Show, don’t tell.
This is where being selective helps. You don’t need to have a take on everything. Focus on the themes where you genuinely lead, and create content that educates, inspires or provokes thoughtful discussion.
And don’t underestimate format. People consume information in different ways. Repurpose your best thinking into multiple formats - blogs, social posts, short videos, even podcasts or panels - to extend reach and stay top of mind.
Showcase executive voices with confidence
People trust people, which is why putting forward your internal voices—design leads, founders, strategists—can be so powerful.
Whether it’s a bylined piece in a trade title, a podcast appearance, or a LinkedIn post, hearing directly from the people behind the brand creates connection and credibility. Support your spokespeople with ghostwriting or media training, especially for high-stakes interviews or live discussions.
Don’t overlook the personal angle, either. Stories reflecting on challenges, lessons learned, or lived experience often resonate more than polished opinions. When shared with care and clarity, vulnerability can be a strength.
Use multi-channel distribution to maximise reach and influence
Content is only as powerful as its reach. Think multi-channel from the start, and tailor content accordingly. A deep-dive article might live on your website, but its key points could be reshaped into social posts, newsletters, or short-form video.
LinkedIn is a particularly useful platform for B2B brands, especially when championing individual voices over corporate ones. Instagram, Threads and BlueSky might be more effective for design-driven audiences. Choose the right platform for the story you’re telling.
And don’t forget email. A regular (but thoughtful) newsletter is an easy way to remind people of your voice and value. It's especially effective if you showcase recent media wins, speaking engagements, or new perspectives. If you haven’t subscribed to ours, don’t forget to do so! The form is at the footer of this page.
Engage with industry leaders and foster a community dialogue
Some of the most successful thought leadership content doesn’t come from one brand alone. Consider partnerships, whether that’s a co-authored piece with a peer, a joint panel discussion, or a podcast episode with a complementary voice in your space.
These collaborations help you access new audiences, add credibility through association, and offer fresh perspectives that strengthen your own.
The same goes for testimonials. Endorsements from respected firms - including those in adjacent industries - can do more for your reputation than pages of self-promotion ever could.
Building thought leadership through public speaking and events
For those serious about owning their space in the industry, public speaking and events remain among the most powerful tools in the thought leadership kit. Whether it's a keynote, a panel appearance, or a virtual roundtable, showing up with insight and clarity elevates your spokespersons from commentators to conversation leaders.
The goal isn’t simply to be seen — it’s to say something that resonates. That means understanding the room (or the digital equivalent), tailoring your message, and offering a relevant and original perspective. This is particularly valuable in sectors like design, architecture and the built environment, where showcasing substance alongside style carries real weight.
Conferences, webinars, and trade events also offer rich networking opportunities. These spaces allow you to forge meaningful relationships with peers, media, and potential partners, all of whom can amplify your message and increase your brand’s visibility.
Of course, not every executive feels naturally at ease behind a microphone. Media training or ghostwriting support can ensure that key spokespeople speak confidently and clearly, particularly in live formats. The occasional stumble may be human, but preparation underpins authority.
Staying consistent with your message
Consistency is key to maintaining your brand's credibility and authority as a thought leader. Delivering a unified message reinforces your brand's core values and expertise, creating a strong foundation for your thought leadership efforts. This consistency enhances your brand's reputation and strengthens your influence within your industry.
A unified message reinforces your brand's core values and expertise, creating a strong foundation for your thought leadership efforts. By consistently delivering a clear and focused message, you build trust and credibility with your audience. This consistency also ensures your brand's influence remains strong and relevant within your industry.
Maintaining a steady stream of communication keeps your brand top of mind and reinforces your position as a thought leader. This consistency also ensures that your audience remains engaged and informed, further strengthening your brand's influence.
Measure performance and optimise your strategy
Revert back to the SMART goals or KPIs set out at the beginning of your campaign. Has your strategy successfully increased website traffic, lead generation, or content shares as planned? Making sure you are tracking your work will help navigate what needs to be amended and any shifting focuses.
Analytics tools are designed to help with this, such as using AI to review media coverage, sentiment, and positioning of your spokesperson within an article to gauge the effectiveness of your campaign and audit where you sit against competitor brands. These tools can also identify specific topics which resonate most with your target audience and suggest adjustments to your strategy based on this data, providing revised topics, formats, and channel recommendations accordingly.
A quarterly review and audit of your content and its success will ensure alignment with evolving marketing strategy and thought leadership goals, while keeping your wider business objectives front of mind.
In conclusion
Building a thought leadership strategy that positions your brand as an industry authority involves a multifaceted approach. From defining clear goals and understanding your target audience to crafting engaging content and leveraging social media, each step plays a crucial role in establishing and maintaining your brand's influence. Collaborating with industry influencers, implementing SEO best practices, and consistently measuring success further enhance your strategy's effectiveness. As you navigate the dynamic landscape of thought leadership, remember to stay adaptable and informed, ensuring your efforts remain relevant and impactful.
Frequently Asked Questions
What is thought leadership?
Thought leadership is a strategic approach where individuals or brands establish themselves as experts in their industry by sharing valuable insights, knowledge, and expertise on relevant topics. It involves positioning oneself as a go-to authority in the field, gaining credibility, and influencing others with innovative ideas and perspectives.
What is a thought leadership strategy?
A thought leadership strategy is a planned approach that focuses on creating and distributing high-quality content to showcase expertise, credibility, and authority in a specific industry or niche. It involves identifying key topics, understanding target audience needs, engaging with industry trends, and consistently delivering valuable insights through various channels such as blogs, social media, webinars, and speaking engagements.
What are the benefits of thought leadership to your company?
Implementing a thought leadership strategy can bring numerous benefits to your company, including:
Building brand awareness and credibility
Establishing trust and authority within the industry
Attracting new customers and retaining existing ones
Increasing visibility and engagement with a target audience
Driving organic traffic and leads to your website
Differentiating your brand from competitors
Enhancing thought leadership can lead to new opportunities for partnerships, collaborations, and speaking engagements
