FOCUS: BRAND MESSAGING DISCONNECT | AUDIENCE: EXPERTS WITH IGNORED BRANDS
BY: SHOBHA PONNAPPA | BRAND BREAKTHROUGH STRATEGIST | 45 YEARS | 125+ CLIENTS
I answer 6 tough questions about why experts often get quoted for insights outside their focus … and what to do about it.
I often meet experts who find themselves cited in articles, panels, or posts, but for the wrong themes. Instead of being quoted on their core expertise, they are pulled into peripheral or trendy topics. This can create visibility without authority, leaving them overlooked where it matters most. The result is a brand voice misalignment.
Journalists and content curators sometimes latch onto whatever sounds catchy or timely in your commentary. Even a passing remark can overshadow your intended focus. Without guidance, the media spotlight drifts to the easier soundbite, not the core expertise. This causes your message hierarchy to slip.
Another factor is unclear positioning. If your messaging is broad or scattered, outsiders cannot instantly identify what you stand for. This leaves room for them to frame your insights in ways that serve their narrative, not yours. The burden falls on you to steer perception.
It dilutes authority by spreading you thin across unrelated domains. Instead of being the “go-to” in your chosen niche, you become a generalist footnote. When peers and clients see inconsistent citations, they struggle to trust your depth. Authority thrives on sharp consistency.
It also blocks opportunity. Investors, collaborators, and clients who might seek your real expertise pass you over because they don’t associate you with it. Every misquote pulls you further from recognition where it matters. Over time, this creates brand invisibility in your true domain.
The key is proactive framing. I encourage experts to share media kits or briefing notes with journalists. These documents highlight preferred topics, soundbites, and focus areas. By seeding the right material, you reduce the chance of being quoted off-track. This strengthens message discipline.
During conversations, repeat your core message often. Journalists and curators are more likely to pick up what they hear consistently. Don’t fear repetition; in fact, clarity often emerges from it. Reinforcing your themes makes them harder to ignore and keeps the spotlight on what matters most.
Not all visibility is good visibility. Accepting quotes or appearances outside your expertise may feel flattering, but it risks confusing your brand. I usually suggest a polite redirect: recommend another expert for that angle while positioning yourself for your chosen field. This builds strategic credibility.
There are cases where engaging on side topics can work if you bring them back to your focus. For example, commenting on a trending issue but framing it through your domain lens. This allows you to ride relevance without straying. The key is always to protect your message anchor.
Be vigilant about how you’re introduced. Event bios, panel descriptions, and press references often shape perception before you speak. If the framing is wrong, request corrections upfront. This small step ensures alignment before exposure. Prevention here saves long-term brand damage.
Also, audit your digital footprint. If your website, posts, and profiles highlight multiple themes equally, you invite mixed attributions. Tightening your digital narrative keeps curators from cherry-picking side topics. Curated content reflects what you project … so project unambiguous clarity.
Own your narrative by publishing regularly in your chosen niche. Blogs, podcasts, and social posts that hammer your key themes create a solid reference trail. Curators prefer quoting material that already feels authoritative and recent. Consistency builds quote gravity.
Second, foster relationships with journalists, analysts, and influencers. When they know you as the authority on a specific field, they return to you for that field. Over time, they help amplify your focus rather than distort it. Authority is not only built by what you say, but by who echoes your chosen message.
If these questions sound familiar, your brand may not be broken … but it is scattered in perception. Being quoted is not enough … being quoted on the right focus is what creates authority. The good news? With sharper framing and firmer discipline, you can redirect attention. Every misquote is a chance to realign your expert voice.
If you’re brand owner or manager seeking stronger brand performance, this FAQ Insight Post I wrote could interest you: “FAQs: When Even Paid Campaigns Feel Quiet and Fail to Pull.“
If you’re an investor seeking momentum for your portfolio brands, this FAQ Insight Post I worked on may resonate: “FAQs: When Fast Scaling Gradually Dilutes Customer Experience.“
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