Think about the last time you scrolled through your LinkedIn feed or checked out someone’s profile. Chances are, you’ve seen a mix of updates: some inspiring, some insightful, and some trying too hard to stand out and get attention. But what makes you stop and take a second look?
It’s not just about what someone does or says; it’s about what drives them and whether it’s authentic. It’s when something stands out as interesting, unique, and above all, authentic. When you understand the “why,” that’s where the connection happens. It’s where personal branding moves from self-promotion to something more meaningful.
Of course, the challenge many leaders face is the fear of coming off as “annoying” or self-absorbed. There is, without doubt, a lot of overcommunication and self-promotion out there. But the fear of overexposing yourself can lead to hesitation, so much so that you might choose to say nothing at all.
Personal branding isn’t about shouting for attention. It’s about showing up consistently, with purpose and authenticity, and finding that sweet spot between visibility and value.
From my experience working with leaders in the startup and VC ecosystem, I’ve seen how the landscape has shifted. Personal branding has become a vital part of success. Much like how other sectors, such as the venture capital space, have become more brand- and reputation-driven, personal branding for emerging leaders is increasingly a key factor in attracting opportunities, building trust, and making an impact.
So, how do you show up with purpose, without sounding forced or out of touch? Let’s break it down.
1. Start with a clear message: The foundation of any strong personal brand starts with clarity. Without it, you risk getting lost in the crowd. Ask yourself: What do I stand for? What makes me unique, beyond what I do day-to-day? It’s not just about your business or product; it’s about the values, insights, and experiences that drive you. What do I stand for, more than anyone else? Your messages should be clear, consistent, and true to who you are, helping your audience understand exactly why they should care about what you’re doing.
2. Build thought leadership: Share your insights and perspectives on topics that matter in your field. By contributing valuable thoughts and ideas, you position yourself as a trusted voice and expert. Effective thought leadership is rooted in substance. It’s about speaking on the topics you understand deeply, the ones where your experience gives you a unique edge. These are the themes you can confidently address better than most, whether because you’ve lived them, studied them, or built something around them.
3. Engage, don’t just broadcast: Personal branding is about conversations, not just content. Engage with your audience, respond to comments, and be part of meaningful dialogues. When you listen and interact, you build a relationship rather than just an audience. Thought leadership thrives on engagement.
4. Build a playbook that works for you: Once you’ve defined what you want to stand for and identified your authentic communication style, the next step is to develop a personal playbook that brings it all to life. This playbook should reflect not just your positioning, but also your practical constraints, especially the time and resources you’re able to dedicate to communications and thought leadership.
Start with a manageable approach: focus on consistency over volume. It’s better to show up regularly and intentionally than to overextend and then not be able to keep it up. As you gain confidence and momentum, you can always expand your activities or turn up the volume when the timing is right.
5. Consistency builds recognition: A strong personal brand isn’t built overnight. It requires time, intention, and consistent engagement. Think of it as a long-term investment. By investing in your personal brand, you make sure that when opportunities arise, people know exactly why they should reach out to you.
Consistency is what builds recognition, and more importantly, trust. Whether you’re sharing thought leadership, posting valuable insights, or simply engaging with your network, your steady presence keeps you top of mind and shapes how others perceive you over time. At the same time, remember that your brand is not static. It should evolve as you grow. That’s why it’s helpful to revisit your positioning and personal playbook every six to twelve months to make sure it still reflects who you are and what you stand for.
Beyond LinkedIn: Your personal brand is how you show up
With all that being said, your brand and your credibility as a thought leader extend far beyond your LinkedIn profile. It’s not only about what you post, but how you show up and how you communicate. Your brand is a reflection of your actions, your decisions, the conversations you engage in, and how you communicate across every touchpoint, whether online or offline. A strong personal brand is built not only through content but through behaviour, integrity, and presence. LinkedIn can be a valuable amplifier.
Your personal brand is already taking shape with every post, every conversation, and every decision. The question is: Are you being intentional about it?
