Building a brand that truly stands out requires strategy, patience, and consistent refinement. Karen Lely’s Marketing Mastery Pyramid provides a powerful framework for entrepreneurs, businesses, and individuals aiming to grow from a strong foundation into respected leaders in their industry. This pyramid model guides you in crafting your brand—and ultimately becoming a thought leader in your field.
Curious? Keep reading. (PS: “you” in this blog might mean you personally, your team, or your business.)
Phase One: Platform Development (Brand Design and Strategy)
Every brand begins with a solid foundation, and that’s precisely what Platform Development offers. This phase is where you define, articulate, and present your brand to the world—shaping your core identity, messaging, and strategy. Think about who you are, what you stand for, and how you want your audience to perceive you.
Consider these essential elements to shape a resonant brand:
- Anchor Statement-A go-to description of who you are and what you do (think of it as your elevator pitch).
- Unique Branding Proposition-What makes you distinct? What do you do differently?
- Brand Tone and Temperament-The consistent mood, character, and style that shine through every interaction.
- Brand Energy-What can people count on you to deliver, consistently?
- Signature Story-Why do you do what you do? This is the narrative that defines your journey.
- Signature Services. What are your core competencies and offerings?
- Brand Enhancers and Reducers-Consider your current strengths, weaknesses, opportunities, and threats.
A crucial point many overlook is the impact of their website. For potential customers and the media alike, your website often forms the first impression, so ensure it’s not only visually aligned with your brand but also optimized to support your marketing goals.
PHASE TWO: Brand and Buzz Building (Brand Expansion and Acceleration)
With your brand established, it’s time to build awareness and spark buzz. Tactics for this phase vary widely, from traditional public relations to digital content creation, and social media engagement. Some popular tactics include:
1. Public Relations (PR)
- Press releases (Broadcast to general public/Targeted to specific individuals)
- Media outreach
- Traditional PR channels like radio, TV, Newspapers and Magazines
2. Publishing/content marketing
- Blogs (Write for your own blogs/Write for other sites, 500-800 words)
- Articles (1,500-3,500 words)
- Books (Traditional Publishing/Self-publishing)
- Newsletters (Offer a sign-up for newsletter in exchange for a free downloadable gift such as a podcast, webinar, ebook or other content)
3. Social Media
- Facebook (www.facebook.com)
- X – Formerly Twitter (https://x.com)
- LinkedIn (www.linkedin.com)
- Pinterest (www.pinterest.com)
- Tumblr (www.tumblr.com)
- Instagram (www.instagram.com)
- YouTube (www.youtube.com)
- Reddit (www.reddit.com)
4. Speaking
- Conferences
- Live Workshops or Seminars
- Webinars and Videocasting
- Podcasting
5. Networking
- Referral Marketing
- Affiliate Marketing
- Strategic Alliances
- Networking Groups
- Conferences
- Events
6. Awards/honors
Rather than tackling every tactic at once, have a meeting with your team, determine which 2-3 tactics are the most align with your business needs and goals, start with those. Here’s a good filter to apply:
- Do you enjoy the tactic?
- Does it offer a worthwhile return on investment?
- Can you or your team manage it effectively, or can you hire the right person?
- Is it within your budget?
- Do you have the time to commit to it?
PHASE THREE: Thought/Industry Leadership (Brand Authority)
Unpopular opinion: All CEOs have the daily opportunity (and obligation) to build their personal brand in service of their own and their company’s reputation. Establishing a personal brand isn’t just a nice-to-have—it’s an essential part of leading in today’s digital world.
A CEO’s brand should blend personal identity with company values, forming a “parallel brand” that’s distinct yet fully complementary to the corporate image. Key attributes of an effective parallel brand include authenticity, sustainability, and alignment with the company’s vision. Just think of examples like Elon Musk with X, where the personal brand and the corporate vision intertwine.
Here’s how you get started:
1. Claim Your Name
- Register your name as a URL
- Get personal URL on all social media
2. Stay on Top of The Search Engines
- Check what comes up when you search your name on search engines
- Keep track of what the search engines are saying about you and take corrective actions when possible
- Set Google Alert on yourself when you’re mentioned on the web
3. Replace Old Photos
4. Push Undesirable Results Down
- Write desirable new content
- Create public profiles on popular sites like LinkedIn, X, Facebook, Pinterest
5. Be a Social CEO
6. Leverage LinkedIn Profile
- It’s almost certainly, the customers, colleagues, employees, potential partners, and future employers will check you out on LinkedIn. Your profile should reflect your brand and credibility.
Becoming a thought leader isn’t about declaring yourself as one. True thought leadership happens when your audience, industry, and wider community recognize you as a trusted voice. Here are some ways to earn that reputation:
- Speak at industry or trade conferences
- Be accessible to the news media
- Be visible on the company website
- Share new insights and trends with the public
- Be active in the local community
- Be visible on the corporate video channel
- Hold positions of leadership outside the company
- Publicly take positions on issues that affect society at large
And, of course, leverage content marketing by writing blogs, articles, hosting podcasts, and publishing ebooks or webinars.
Understanding where you fit on the pyramid is just the beginning. Whether you’re setting up a solid foundation or working toward industry leadership, each phase has something unique to offer. Karen Lely’s Marketing Mastery Pyramid provides a roadmap to guide your brand to new heights, with insights and actionable steps for every stage.
Ready to dive deeper? Grab a copy of The Brand Mapping Strategy Design, Build, and Accelerate Your Brand by Karen Lely to explore this journey in full detail. The book will give you the tools and inspiration needed to bring your brand vision to life and position yourself as a leader in your field. Happy reading!