Hi Reader,
It’s a weird time to be marketing a service-based business.
Consumer trust is at an all-time low.
Algorithms are unreliable and frustrating.
How our audiences find information and solve problems is changing by the day.
But for people who make a living from their expertise, there’s real opportunity, too.
Because when your audience is overwhelmed and looking for a clear solution to their problem, the experts are the ones they turn to.
They’re looking for reliability. Credibility. A proven track record.
But also: Personal trust. Shared values. A sense of connection. The sense that you understand what they’re going through and can help in a way that no one else can.
Buyers crave expertise not just because they want to make their problems go away, but because they want to feel seen, heard, and supported by someone who gets them and can guide them to where they want to go.
That said, expertise on its own won’t fuel your brand’s growth and success.
And this is, in my opinion, the biggest marketing challenge facing expert brands in 2026:
Expertise does not equal authority.
Expertise = knowing your stuff.
Authority = being known and trusted as the go-to voice in your space.
One makes you the best at what you do.
The other makes sure the world knows about it.
That last line is the part that trips up so many expert brands.
You’ve already got your expertise on lock.
Your job now is to translate that into a reputation that opens the door to new opportunities, dream projects, and the next stage of growth in your business.
That can feel like a tall order when you’re already struggling to balance client work and personal demands with whatever marketing strategy is supposed to *waves hands* help you “get out there”.
That’s why I’m super excited to share a brand new, totally free, roundtable discussion I’ll be hosting next week called “Closing the authority gap: Transform your brand from unseen expert to leading voice”.
I’m bringing 5 super-smart business and marketing strategists together to talk about the authority-building strategies they use for their clients.
We’ll be covering:
- Why authority-building is the growth strategy for expert-led businesses — and why it’s more important in 2026 than ever before
- Different approaches to building authority in your business — from SEO and storytelling to operations, publishing, and more
- How to leverage what you’ve already built for more visibility, presence, and recognition (this isn’t about reinventing yourself again)
It’s going to be an incredible discussion with tons of inspiration and practical takeaways… and there will be lots of time for questions so be sure to come live and join the conversation!
You are already registered, Reader — so there's nothing for you to do right now except maybe jot down a question or two you want to ask our experts. Thanks for signing up!
And for your reference, here's the calendar link with the access details. I'll send it again the day of the event so it's at the top of your inbox.
See you next week!
Kristen
Need something a little more 1:1? Here are a few ways we can work together:
Get clear: Download the free Brand Alignment Scorecard to see what's working in your brand, what isn't, and where to focus next.
Get focused: Book a Brand Strategy Session to work through a specific branding challenge or question.
Get stuff done: A Brand Retreat Day combines strategic consulting and planning with practical deliverables that move the needle on your biggest pain points and priorities — in a single day.
Go deep: The Brand Blueprint is my signature process for established service providers who need a comprehensive brand strategy that positions them for their next stage of growth.