Chris Garrett of authorityblogger.com/, has posted in his own blog this intriguing question, "What is authority?" The concept is that "authority" occurs where personality, visibility and expertise overlap -- and you can never rest on your laurels -- in essence, authority is a continuous improvement process.
Within his blog forum (he offers consulting services and resources which I may use later), bloggers are invited to post their blogs and receive suggestions and critiques. One poster suggested that my picture should be elevated in position in the blog -- this change is easy to execute within the blogger framework.
Authority, of course is closely related to branding -- and branding (done right) creates additional value by creating confidence and security among potential users/purchasers. With lower sales costs, and higher confidence, your business margins improve (and as an extra element, you attract great people to work with you, creating a virtuous cycle.)
I'm still intrigued that not many AEC businesses are making effective use of the blog resource because, indeed, a successful blog can provide your business with both authority and credibility within your market niche.