88. From Best-Kept Secret to Industry Leader: Closing the Authority Gap with Kristen VanderHoek
You know your stuff. Your clients get incredible results. So why does it still feel like the right people aren't finding you?
Expertise and authority aren't the same thing. Knowing your stuff is one piece of the puzzle, but being known as the leading voice in your space is a separate issue entirely.
In this conversation, I'm joined by my friend and brand strategist Kristen VanderHoek, and we're going deep on the work that most established service providers skip: diagnosing your brand strategically before you touch a single visual.
Whether you've outgrown your current brand, you're repositioning for a higher-level client, or something just isn't working and you can't quite put your finger on it, this episode will help you figure out exactly where to focus next.
Kristen VanderHoek is the founder of Cursor & Ink, where she helps expert-led service businesses build brands that reflect the depth of their expertise. With nearly 20 years of experience in branding and communications, she specializes in guiding established service providers through rebranding or repositioning work to prepare them for their next stage of growth.
Click play to learn:
- The strategic reset you need before your next level of growth (do this before you rebrand)
- How brand values can eliminate decision fatigue and make hiring 10x easier
- Why expertise doesn’t equal authority—and how to get potential clients to see you as the expert you are
- How to build a brand with one foot in the present and one foot in the future, so it reflects who you are now and who you’re becoming
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