The Go-To Beginners Guide To Personal Branding On LinkedIn

Welcome to the go-to beginner’s guide to personal branding on LinkedIn.

Written by someone that has (actually) built a credible personal brand on LinkedIn ??

I know many marketers who will not like the fact that I’m giving you this information because they are trying to sell it to you as we speak.

Oops….did I just break the fourth wall?

Oh well.

And to make it worse, I’m giving away all this information for FREE.

And I’ll be giving away plenty more each week.

Why?

Let’s just say that I’m tired of people getting taken for a long ride by self-proclaimed “experts” and opportunistic marketers.

I’m also tired of creators making credible professionals think that growing a personal brand is about content that gets a whole bunch of ‘likes’.

As someone that has spent countless hours on LinkedIn (as a professional) trying to figure out how to best use it, leverage it, and to what end…

I can say with great certainty and conviction that it is NOT about ‘likes’, ‘comments’, or social media clout.

It is about developing a personal brand that is built on a foundation of credibility, expertise, and industry recognition.??

A personal brand that becomes your most powerful leadership and communication tool that helps to expedite your career and business goals.

If this is starting to sound like why you are here…..then let’s get into it.

For ease, I’ve split this up into 7 different sections or Chapters.

Chapter 1: Defining Your Personal Brand

1. Identify Your Brand Fundamentals:

●?????Conduct a self-assessment to identify your unique skills, experiences, and areas of expertise.

●?????Use tools like StrengthsFinder or DISC assessments to gain insights into your strengths and personality traits.

●?????Get clarity on your brand mission, brand values, brand story, brand ethics, brand messaging, and brand language.

2. Clarify Your Brand Strategy:

●?????Get clarity on your business niche, services, target audience, competitors, and communication plan.

●?????Clarify your short-term and long-term career and business goals.

●?????Set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals to guide your personal brand development.

●?????Develop a concise and impactful statement that communicates your value proposition.

?3. Craft Your Brand Style

●?????Once you have clarity on the above it’s time to develop your brand signature, brand colours, brand tone, brand energy, brand imagery, and brand avatars.

●?????This should be done after getting clarity on your brand fundamentals and brand strategy.

?Chapter 2: Optimizing Your LinkedIn Profile

Please note that personal branding is so much more than just optimising your profile.

It’s so much more than having a fancy banner or profile pic that gets you noticed.

I cannot stress the importance of getting clarity on the points and questions raised in Section 1 above.

A well-established brand has an incredibly strong foundation built on purpose and the end goal in mind. It is both deliberate and strategic in it’s consistent messaging and execution.

That being said…

For the purpose of this guide, I would be remiss not to provide some guidance on how you can get started on optimising your LinkedIn profile.

Please note: If you answer the questions in Section 1 before optimising your profile and creating content, you’ll be well ahead of the majority of people on the platform.

Unfortunately, most people on the platform are throwing darts in the dark and wondering why they are not getting results.

Please don't be one of them.

Let’s move on.

?1. LinkedIn Banner:

The recommended dimensions for your LinkedIn banner are 1584 x 396 pixels.?

Some tips:

●?????Choose a visually appealing image related to your industry or a picture that reflects your work environment.

●?????Incorporate elements such as your company logo, professional tagline, or key achievements to create an impactful visual representation of your personal brand.

●?????Ensure the image is high-quality and doesn't appear pixelated or stretched.

●?????Ensure to leave some breathing room on the left of the banner as that is where your profile picture will appear.

●?????Please find 2 examples I’ve personally used:

1) Has an emphasis on who I serve, how I serve them, and directs them to send me a DM to learn more.

2) Has more of an emphasis on a tag line that provides a visual representation of my brand but more importantly builds curiosity and directs them to my about section to learn more.

2. Profile Photo:

Your profile photo is the first impression you make on LinkedIn. Follow these tips to create an impactful profile photo:

●?????Use a high-resolution headshot (recommended dimensions are 400 x 400 pixels) where you are easily recognisable.

●?????Dress appropriately for your industry. In other words, dress the way you dress when speaking to clients. If you are corporate then dress corporate, if your industry is more casual, dress casual.

●?????Opt for good lighting and a simple background to keep the focus on you.

●?????Maintain a friendly and approachable expression, preferably a smile. But I get it if you want to play the strong and serious type haha. I've tried both as per below, but found I was much more approachable with a smiling headshot.

●?????I prefer to have my headshots taken on a white background, that way you can get as creative as you want with the colour and texture of the background.

●?????I like to add a coloured circular border to my profile photos to make them really pop on the profile and to also make the photo instantly recognisable when commenting in the feed.

When the banner and profile picture are combined, it looks a little something like this:

3. Headline:

Crafting an attention-grabbing headline is essential. Here's how to optimize it:

●?????Keep it concise, using up to 220 characters.

●?????Include relevant keywords related to your industry, role, and skills to improve search visibility.

●?????Highlight your unique value proposition, and who you serve.

●?????Use action-oriented words and power verbs to make your headline compelling and engaging.

Please see below example of my Headline explaining what I do, who I serve, and a quick value proposition.

• ?Please note you can add up to 5 hashtags explaining what you "Talk About" this feature is available in creator mode.
• You can also add an external link to the bottom of your headline. See above I have added a link to my website theexecutivebrand.com and was also provided the option to 'name' the link, hence I named it, 'Welcome To The Executive Brand'. You may name it 'Work With Me', 'Click here for a FREE e-book' etc.
• All words in the headline are also strategic keywords so that I can be found in the LinkedIn search in multiple ways.

4. Featured Section:

Leverage the featured section to showcase your best work and achievements. Follow these tips:

●?????Include links to articles, presentations, or projects that highlight your expertise and accomplishments.

●?????Showcase positive testimonials or media coverage that enhances your professional credibility.

●?????Regularly update this section to keep it fresh and relevant to your current goals.

●?????As you can see from the example of the featured section below, I have chosen to showcase recent career accomplishments, media coverage and awards to highlight my best work.

The Featured section can also be used as a great tool if your goal is to convert your LinkedIn page into a landing page.

In this case your featured section can display multiple CTA’s (Call to actions) or prompts such as the below.

Each one can link to an external website such as a Calendly booking system, your business website, event page etc. Use it wisely.

If you were to check my featured section today you will find I have used a 3rd approach, choosing to display my LinkedIn Newsletter Page allowing my audience to click the subscribe button. I have also included this very guide that you're reading at the moment to provide a huge amount of free value to my audience when they peruse my profile. See below:

5. About Section:

The about section provides an opportunity for you to write an engaging summary?- within a 2600 character limit.

I have seen 1000’s of examples of clever ‘About’ sections so I am hesitant to provide a one size fits all formulaic structure as it is highly dependent on your profession, personality, desired audience, desired outcome etc.

There is no one right way to approach your ‘About’ section. However, I can certainly provide you some direction.

I see many people use this section and waste 2600 characters trying to convince the reader how amazing and accomplished they are.

That’s if the reader even makes it to the end.

The following mistakes are often made:

●?????It is written in the third person which immediately creates a disconnect.

●?????It is written like a very stiff and formal CV which does nothing to engage, and certainly doesn’t help to differentiate.

●?????It is all about you and not about them.

The purpose of the About section is to get the reader interested enough, or curious enough to reach out to you for a conversation.

?Consider these tips:

●?????Start your About section in a way that will grab the attention of your target audience. Remember, if the first 2-3 lines do not grab their attention they will not press the 'see more' button to continue reading.

●?????Use keywords relevant to your industry to enhance searchability.

●?????Write an engaging summary that highlights key accomplishments, skills, and experiences that set you apart.

●?????Explain what you specialise in and the specific problem you solve

●?????Specify who you work with e.g. Executives and Founders

●?????Answer the question ‘why they should work with you?'

●?????Explain how you work with people e.g. process, method, philosophy

●?????Include testimonials proving you’ve done what you speak of

●?????Include a clear CTA (Call to action) at the end.

Examples of CTA’s at the end of an About section

●?????DM me and let’s chat.

●?????Book a call using the following Calendly link……

●?????Send me an enquiry at [email protected]

●?????Visit theexecutivebrand.com to better understand how I can help.

●?????Download my free e-book titled ‘How to download an e-book in 3 easy steps’ (no that’s not a real thing, but you get the point)

?Keep it simple and just use one CTA.

Read my ‘About’ section to see how I focused on my target audience (not me), generated interest, explained what they can expect, and provided options of how they can work with me.

Like I said, there is no one right way to do this.

6. Experience Section:

When listing your experience, follow these actionable tips:

●?????Be concise and focus on key achievements, responsibilities, and results.

●?????Use bullet points to highlight notable projects, skills acquired, quantifiable accomplishments. Be specific and again, focus on results.

●?????Include relevant certifications, courses, or professional development activities.

●?????Use industry-specific keywords to improve your profile's search visibility.

Chapter 3: Establishing Thought Leadership

1. Thought Leadership Systems:

●?????Curate and share relevant industry news, insights, and trends to establish yourself as a knowledgeable resource.

●?????Develop a framework for creating original content, such as sharing practical tips, case studies, or thought-provoking questions. Content creation is explained in Chapter 6.

2. Engaging with Your Network:

●?????Consistently engage with your connections' content by liking, commenting, and sharing insightful perspectives. The more love you give, the more love you get.

●?????Participate in LinkedIn industry-specific communities and groups to expand your network and engage with like-minded professionals.

3. Be an Authority

●?????Being an authority is like being a lighthouse. A lighthouse stands tall, and guides ships through treacherous terrain. Similarly, it’s important to establish a personal brand that guides your audience to success by being a beacon of expertise and knowledge.

●?????If you want to be the go-to authority than provide go-to information.

●?????Dive deep into your area of expertise and become obsessed with it.

●?????Be a commentator on your industry and provide regular updates and opinions.

4. Be Credible

●?????Credibility is defined as: The quality of being trusted or believed in.

●?????So what does that translate to in terms of personal branding? 3 things, consider it a formula:

●?????Integrity + Expertise + Word Of Mouth = Credibility

●?????If you operate with Integrity and you do what you say you will do + you’re showcasing your expertise in an area of which you’re actually an expert + people recognise you for your integrity and your expertise, then you have built a credible personal brand.

5. Be Authentic

●?????I know, I’m not a fan of the word either. It’s so over used that nobody seems to know what it actually means anymore.

●?????Well it simply means that you present an honest representation of who you are. There are 3 easy ways to do just that.

1) Self reflection - If you understand your values, purpose, and most importantly, yourself, it's much easier to speak to that with conviction.

2) Connect with people through the art of storytelling. Don't just talk about your successes, talk about your failures. Don’t just talk about what it’s like at the top of the mountain, talk about your journey and the climb to the top of that mountain. People want to learn from you.

3) Speak to your audience whether it's in writing, audio, or video, in the same way you would speak to a friend over a cup of coffee.

●???? That is how you present an “authentic”personal brand.

?

5. Collaborate with other Industry Leaders

There is no better way to build a community than to leverage off another industry leaders' established community. They of course can do the same for you. It’s the reason podcast collaborations are the norm, why thought leaders will always be sought out for interviews and speaking arrangements, it’s not only the value they can add but also the value of their community.

Podcast Tip: Reach out to 3-5 podcast hosts per week. Tell them about what you do, what you speak about, and how it would add value to their audience. Podcast hosts are often pleased that you are proactive in this approach as they often have to source the guest themselves (each week) so you’ve saved them time. Use this method to book yourself into at least 1 podcast each week. Show up and spread the word.

Chapter 4: Strategic Networking and Relationship Building

1. Personalised Connection Requests:

●?????Personalize connection requests by mentioning shared interests, experiences, or mutual connections.

●?????Avoid copy and paste messages, believe me they are obvious, and they make the receiver feel like just another number.

●?????Craft a friendly personalised message that establishes a genuine connection and invites further engagement. Make the receiver feel important by crafting something just for them.?

2. Meaningful Engagement:

●?????Regularly engage with your network's posts by providing valuable comments, sharing insights, and asking thoughtful questions.

●?????Respond to comments on your own posts and start multiple mini conversations with your community. Actually engage with them, there’s a real person on the other end.

●?????Respond promptly to messages and connection requests to foster positive relationships.

3. Offering Value to Others:

●?????Share helpful resources, introduce connections to one another, or offer assistance in areas where you excel.

●?????Be proactive in identifying opportunities to support and collaborate with your network.

?Chapter 5: Recommendations and Endorsements

?1. Requesting Recommendations:

●?????Reach out to colleagues, clients, mentors, or managers to request LinkedIn recommendations that highlight specific skills or accomplishments. Make sure you have actually worked with them in some capacity.

●?????Offer to reciprocate by providing recommendations for others.

2. Skill Endorsements:

●?????Actively endorse others for their skills and expertise.

●?????Engage in meaningful interactions to encourage others to endorse your skills in return.?

Chapter 6: Content Creation

The topic of all topics.

Keeping your brand visually consistent, being deliberate in the way you add value to your audience, and experimenting with content types and formats that best work for you, will lead you to achieve the ultimate branding goal.

And that is….. to differentiate yourself.

To very clearly differentiate yourself with your knowledge, expertise, credibility, and a compelling content strategy that brings it all together.

Don’t worry, content creation is such a mammoth topic that I have decided to create ‘The Go-To Beginners Guide for Content Creation on LinkedIn'

EVERYTHING you need to know about LinkedIn content including how to create, when to create, when to post, how to reach the right people etc.

Every content type including images, videos, polls, documents (carousels), articles, newsletters, will be explained in great detail including instructions as to how you can create each .

Believe me, it will be super easy to follow with very clear direction and guidance.

I got you!!

And yes it will also be FREE.

Subscribe to the ‘Brand Credibility’ Newsletter to make sure you are alerted when it drops.?

Congrats, you made it, and thank you for reading this far.

Implementing these strategies and systems will get you started and well equipped to build a credible personal brand on Linkedin.

Now, go forth, unleash your brand strategically, and watch as exciting opportunities unfold before you.

If this is all a little overwhelming for you, I understand.

If you don’t have the time to do all of this, I understand.

If you need some help to implement all of this and to ensure your personal brand is built correctly and deliberately from the onset, then I’d be more than happy to help.

I can help in one of 2 ways:

1?? The 1:1 Power Hour - A one hour LinkedIn, branding, and content strategy session. I provide personalised advice on how you can best leverage LinkedIn for your specific brand and/or business.?Book a session using the following link:

2?? The Brand Credibility Service?- We become your trusted LinkedIn partner managing your personal brand, content, and strategy from end-to-end including a personal brand blueprint, LinkedIn content strategy, compelling content created for you, analytics reporting, leveraging our global networks, and access to myself for ongoing guidance and support.

?? DM me to learn more or get in touch at [email protected]

? Ahmad Imam 2023. All Rights Reserved.