Instant Guru: 3 Branding Models that Stand Out in Crowded Markets

In the age of the Internet, everyone has an expert opinion and ways to share it. How do you establish yourself as a thought leader in a sea of bright people who have strong points of view? Here are three ways that help you stand out in crowded markets.

Option 1: Voice of a Demographic

As a society, we have become so polarized, and as a result we want to gather with like-minded people. If you can be the spokesperson for a group who doesn't feel heard, you'll get the spotlight. Media personalities have done this for years, and now business thought leaders can apply this best practice.

The Focus: Color commentary.

Killer Tactic: Point out the injustice or absurdities this group faces every day. Give a voice to what people are thinking but can't say out loud.

Great For: Media columnists and popular bloggers. Provide observational insights and humor on conditions we care about.

Don't Do If: You don't have consistent third-party access to your demographic. Folks have to be exposed to your views often, so a broad-based media platform such as Inc. and Fortune is best.

Downside Risks: Two things can bog you down here. First is the "get famous or bust" scenario. This path is very media-centric, so it could be a long, hard slog before you get momentum and attention. Second is the "fame without fortune" trap. Make sure you know how to monetize your efforts.