Everyone is an expert at something – whether you know how to market that knowledge or not is the key to creating an expert individual brand.Wiki describes an expert as “a person with extensive knowledge or ability based on research, experience, or profession and in a specific area of study”. I have invested in a number of programs, courses, books, and live presentations over the last several years. All of this because I believed the facilitator to be an “expert” who could share information with me that I did not already know.
How is it that some people become recognized as the expert and others, who may have more information and knowledge about the same topic, do not?Three things in general distinguish people who get to wear the expert label:
They are clear on what they believe. Experts tend to rise to this title because they have taken a stance or a position on something within an area of study. For example, Dr. Wayne Dyer is a well-known expert in the field of self development. Dyer has certain principles he believes. It is clear that part of his message is that each of us is accountable to our own success and growth. Carole Martin, the Interview Coach, is an expert in her area. She has developed clear steps to preparing for an interview.
They tell other people what they believe. People who are recognized as experts do not keep their beliefs to themselves. Instead, they communicate a message in some type of written, visual, or auditory form so that others know their principles. It is one thing to have a thought – it’s another level when you share the thought with someone else. And the wider your net, the higher and faster you rise to the top as an expert brand.
Dyer and Martin could simply have their beliefs about steps to take and principles to apply, but until these were shared as messages to others, no one would have recognized them as a possible resource.
They are consistent in telling other people what they believe. Having an expert brand means you are consistent with the beliefs you share with others. If you say one thing today and have a completely opposite message next week, it will take away from the credibility of your personal brand. Consider this example – John Maxwell is seen as an expert in applying leadership strategies based in Christian principles. If next month, he came out with a book about loving life as an atheist, Maxwell’s credibility as an expert may drop considerably.