How To Master Personal Branding on LinkedIn

Building a personal brand on LinkedIn is a lot coming up with a character in a story. You need to have a clear understanding of who you are and how you want to present yourself to the world. And just like in any story, there are certain elements that make your character stand out and connect with the audience — in this case, potential clients or business partners.

Today, I'm thrilled to share insights from a conversation I had with Phyllis Williams-Strawder , better known as the “Ghetto Country Brandmother.” In the podcast interview (did you know I have a podcast? ), Phyllis shares her expertise on,

• Developing a coherent personal brand persona
• Effectively managing your brand persona on platforms like LinkedIn.

Before diving into the details, let's first establish what a personal brand is and why everyone suddenly wants one.

What Is a Personal Brand?

A personal brand is essentially an intentional image and identity that you portray to others. I like how Harrison Monarth puts it, “Your personal brand, on the other hand, is much more intentional. It is how you want people to see you. Whereas reputation is about credibility, your personal brand is about visibility and the values that you outwardly represent.” (Monarth, 2022)

Your personal brand is what sets you apart from others and makes you memorable within your professional and personal networks. It's what makes people think of you when a certain topic or skill comes up.

According to Monarth, “You have the power to define your brand by aligning your intentions with actions. That is, changing your decisions and behaviors to influence how others see you and to help them connect both emotionally and intellectually to the image you hope to portray.”

On LinkedIn, creating a personal brand means having a consistent and authentic presence that reflects your values, expertise, and unique personality. It goes beyond just having a profile picture and catchy headline — it's about crafting an intentional narrative to communicate who you are, what you stand for, and what you have to offer.

Benefits of a Strong Personal Brand

• Builds Trust: A well-crafted personal brand helps people know, like, and trust you. Contrary to popular belief, this doesn't mean oversharing; it means being consistent and authentic.
• Boosts Credibility: Establishing yourself as an authority in your field can open doors to new opportunities, partnerships, and business growth.
• Enhances Engagement: When people resonate with your brand, they are more likely to engage with your content and services.

Now that we're on the same page, here's an overview of my interview with personal branding expert, Phyllis Williams-Strawder.

Meet Phyllis Williams-Strawder

Q: Welcome, Phyllis! Can you tell us a bit more about yourself?

Phyllis: Sure thing! I’m bold as heck and proud of it. I used to own a restaurant with my husband for 10 years, but I decided I’d rather focus on our marriage than our business partnership. Growing his personal brand led me to where I am today, though it wasn’t a straight road. I’ve got certifications in life coaching, business coaching, and even a business degree. But what truly drives me is helping people with personal branding before they start putting themselves out there.

Why Personal Branding?

Q: Your LinkedIn is all about personal branding. Every time I read your posts, it feels like you’re giving me a kick in the pants. Why did you choose to focus on personal branding, especially for what you call 'brand babies'?

Phyllis: When I was in business with my husband, we learned everything the hard way. It took years of trial and error. Personal branding became my focus because I had to step into the spotlight myself. Traditional brand strategy often annoyed me because it focused too much on the client and not enough on the person behind the brand. I wanted to flip that script. My goal is to help people get their own act together before they worry about their audience. It’s about putting yourself first so you can genuinely serve others later.

Developing a Coherent Personal Brand Persona

Q: What does it mean to develop a coherent personal brand language, and why is it crucial?

Phyllis: A coherent personal brand language means having a consistent voice, tone, and set of values that you communicate across all platforms. It’s crucial because it builds trust. When people see the same authentic message from you everywhere, they start to know, like, and trust you. However, many people misuse these elements by thinking they need to share every part of their life to build this trust.

Many think that to be known, liked, and trusted, they need to share every detail of their life. But that's not true. Your audience doesn’t need to know your every move—they need to know that you have the skills and integrity to solve their problems. Focus on showcasing your expertise and values rather than oversharing personal details.

Q: That’s a great point. How can someone balance being open while maintaining boundaries?

Phyllis: It's about creating a separate personal brand persona versus your off-duty persona. Your personal brand should reflect aspects of your personality that are relevant to your business. For example, I’m the Ghetto Country Brandmother in my professional life, but when I’m with my family, I switch off from that role. I talk to my personal brand persona, GCB, almost like she's a different person. This helps me switch roles easily. When I'm working, I'm GCB. When I'm with family, I'm Phyllis. This mental separation keeps me balanced and prevents burnout.

Set clear boundaries. For instance, I take off my glasses and step away from my laptop when I'm spending time with my family. I don’t share private family moments online. Instead, I focus on sharing stories and insights that align with my professional values and brand message.

Why People Use “Know, Like, and Trust” Wrong

Q: One thing I find fascinating is your stance on the “know, like, and trust” concept. Can you elaborate on why you think it's often used incorrectly?

Phyllis: Many think building a personal brand means sharing everything about their lives. That's not true. Your audience doesn't need to know every detail about you; they need to trust your ability to deliver value. Your personal brand should reflect your skills and expertise, not necessarily your personal life.

Final Thoughts

Trust takes time to build, so be patient and stay true to yourself. Your personal brand will naturally evolve as you grow, so embrace the process and continue crafting an intentional narrative that truly represents who you are. And always remember: it's not about being perfect, it's about being authentic. Your unique voice and experiences are what make your personal brand truly powerful. So stay true to yourself, and keep on sharing your story with the world.

Now go out there and start building your legendary personal brand, or continue refining it to make it even stronger. Your future self will thank you for it. Happy branding!

Want to listen to more personal branding advice? Check out my podcast, "The Write Space with Robyn-Lee Samuels, " where we dive deeper into this topic and provide practical tips and strategies for building your personal brand. And don't forget to connect with me on LinkedIn – I'd love to hear about your personal branding journey!