How to Build an Authentic Personal Brand on LinkedIn

Written By Lucy Bryan-Smith

Branding, particularly the realm of social media, can often evoke a mix of love and hate. Whether you're a small business owner, a sole trader, or an individual, you have to be the face of your brand. This can feel uncomfortable and self-promotion in general may seem a bit icky. 

However, in today’s world, it’s a necessary part of the game and can be a powerful tool when done authentically. While it might push you out of your comfort zone initially, it does become easier as you expand your zone - just like with anything, our level of comfort widens as we expose ourselves to new experiences. 

Establishing Your Objectives and Intentions

First, we need to clarify our objectives and intentions behind creating a personal brand. Understanding your 'why' helps to build an authentic and effective brand. Once you have clear goals, your branding efforts will naturally feel more genuine and impactful.

This is the key to authenticity, if you are creating a presence and content from the foundations of your key values, that will show!

I wrote a guide on how to create your mission statement that helps you to get super clear on your ‘why’ and values. See it HERE.

Why is Personal Branding Important?

In our rapidly expanding online world, there are more opportunities—and more competition. On platforms like LinkedIn, your profile is your digital representation and often your first impression. Here’s why personal branding is crucial:

  1. Differentiation: In a competitive market, intentional personal branding helps you stand out. What sets you apart from others with similar skills and qualifications?

  2. Credibility: A strong personal brand enhances your credibility and trustworthiness. When people know who you are and what you stand for, they are more likely to trust and engage with you.

  3. Career Advancement: A well-defined personal brand can open doors for career opportunities, such as job offers, speaking engagements, and partnerships.

  4. Networking: Personal branding facilitates networking, making it easier to connect with like-minded individuals, industry peers, and potential mentors and clients.

  5. Influence: A strong personal brand increases your influence within your industry, allowing you to share your expertise and values with a broader audience.

  6. Adaptability: Personal branding allows for flexibility in changing circumstances or career goals. Continuously refine and update your brand to ensure it remains relevant and aligned with your aspirations.

Practical Steps for Building Your Personal Brand

LinkedIn Best Practices:

  • Profile Picture: Use a professional and up-to-date photo relevant to your work.

  • Background Photo: Choose a photo that grabs attention, sets context, and highlights what matters to you.

  • Headline: Use this field to describe your role, why you do what you do, and what makes you tick.

  • Summary: Create a storytelling summary similar to an elevator pitch. Highlight why your skills matter and the difference they make.

  • Content Creation: Utilize LinkedIn’s articles and newsletter features for content creation.

  • Engagement: Be active and engage with posts authentically, leaving genuine comments.

  • Posting Times: Post during working hours, between 10 AM and 3 PM.

Remember, personal branding is about managing your reputation, creating opportunities, and establishing a lasting presence in the digital professional landscape. 

Creating a strong online presence can help you to become ‘discoverable’ to like minded people and to future clients or employers.

Lucy Bryan-Smith