Thought Leadership: How Companies Position Themselves as Experts
Corporate Influencer
Posted 25 Sep 2025
A multitude of professional articles, white papers, studies, and opinion pieces are released daily. This ever-increasing deluge of information compromises the visibility of individual companies and their messages. Within this abundance, the voice that simplifies complexity, clarifies relationships, and focuses attention on what is essential becomes more prominent. This is precisely what Thought Leadership entails: skillfully communicating knowledge so that others gain from it. But how can you not only follow topics but also play a role in shaping them actively? It is actually quite simple to build trust and gain a decisive competitive advantage – if you understand how Thought Leadership works.
People follow voices that offer guidance. Companies that consistently share well-informed insights establish themselves as reliable sources. Thought Leadership generates relevance by contextualizing current developments, turning companies and their leaders into early warning systems for their industry. Thought Leadership is particularly effective when it goes beyond opinion to offer practical recommendations or applicable models.
– Clear thesis: It begins with a clear message that gives direction and answers a key question for the target group.
– Well-founded evidence: Data, studies or best practices underpin the thesis.
– Consistent framework: Models and terms make complex topics tangible and recognizable.
– Practical tools: Checklists or templates increase immediate relevance.
– Visible personalities: Thought Leadership needs people who build trust with competence and attitude – for example, via the LinkedIn platform.
Managing Director Corinna Voss and Account Directors Martin, Sebastian, Christian, Ebru, Helen and Jasmin are all visible thought leaders in their respective fields – whether that be IT security, B2B communication, healthcare marketing or tech investment trends. This is how we demonstrate how Thought Leadership works in practice.
Facts are convincing, but stories are memorable. Thought Leadership becomes more powerful when expertise is embedded in comprehensible narratives. This could involve dispelling a widespread misconception by offering a new perspective or comparing two approaches to clarify their consequences and meaning. It is important not only to describe problems, but also to suggest new courses of action. In this way, expertise is demonstrated and made accessible.
Thought Leadership can be expressed in a variety of ways. For example, a detailed article on LinkedIn or a newsletter provides space to develop a thesis and support it with evidence. Research reports and reports with clear benchmarks can provide guidance. Talks and panels raise your profile in the industry, videos open up new opportunities for dialogue and community formats, such as Q&A sessions, encourage direct interaction. The key is to choose the formats that suit your target group and enable sustained discussion, rather than using all channels at once.
Thought Leadership does not arise by chance; it requires a systematic approach. It starts with analysis: In which areas does genuine expertise exist? What are the most important questions for the target group?
Next, the content is prepared, incorporating data, examples and useful tools that provide immediate added value. The process then begins with publication, because Thought Leadership thrives on dialogue. Feedback and discussions with the relevant target group reveal which content is well received and where improvements are needed. Content has an impact when it is distributed across different channels, not just published once.
Many companies fail because they appear too self-centered. Statements that are too general can also prevent clear decisions from being made. Thought Leadership loses its impact when data is presented without context, or when contributions are sporadic. Another mistake is simply publishing good content without actively disseminating it. However, those who consistently prioritize problem solving, clarity, and consistency can avoid these pitfalls.
Thought Leadership is not a campaign, but an attitude involving the continual sharing of knowledge, the provision of guidance, and the active shaping of discussions. Companies that master this gain more than just visibility; they secure long-term influence and trust.
Would you like to develop and implement a Thought Leadership programme in your company? Write to us at vibes@hbi.de! We will support you from identifying topics to measuring impact.
Junior Communication Consultant at HBI Communication Helga Bailey GmbH
Elena Sauter has been supporting HBI in the areas of PR and marketing since 2022. As a Junior Communication Consultant, her responsibilities include the creation of professional articles & the conceptualization of social media postings. Furthermore, Elena is involved in directly assisting our client work.
