Why Personal Branding Matters and How to Succeed at it

Knowing what you stand for as a brand is the first step in communicating it consistently and effectively, whether online or IRL. So, how do you build a personal brand?

We’ve seen an increased interest in personal branding from clients here at Grey Dog. More and more, people are realising they are brands, too. Steve Jobs certainly knew it. Kim Kardashian and Gwyneth Paltrow have mastered it. And in the thought leadership space, Simon Sinek is a Grey Dog favourite.

Personal branding is more than self-promotion. It’s the art of establishing a trusted and influential voice that aligns with your broader objectives. Done right, personal branding enhances credibility, fosters meaningful connections, and positions you as a go-to resource in your industry.

A strong personal brand is particularly relevant if you’re a business founder or leader, because your brand helps build client trust and reinforces your company’s values, supporting long-term development and ultimately driving business growth.

Marketing and branding expert Tara Connon joined us recently on our video series, Cuppa with Carley, where she talked about differentiating between founder, company and product brand. Tara used the example of Steve Jobs to illustrate this:

“Branding can be split into three segments. It can be the founder and their story —and their ‘why’ can often create an affiliation and community of legacy customers— and then you have the actual brand, in this case Apple (…), and then the iPhone, a product brand.”

She goes on to explain that, when there is consistency throughout these brands, the associations between them help solidify the overall identity of the business, establishing it as a trusted leader in its space.

Establishing your brand on LinkedIn

Your brand doesn't live exclusively on LinkedIn (more on that later) but it's an environment that can nurture its healthy development. As with all social platforms, there’s no magic formula for success on LinkedIn, but there are ways to leverage it for better visibility, credibility and network expansion.

To understand what LinkedIn can do for your brand, you can start by thinking of your profile as your landing page, as this post suggests. That means presentation, messaging and consistency matter. So do buttons, clear CTAs and endorsements. We’ve put together a quick checklist so you can optimise your profile successfully:

Ensure your profile photo is recent, professional, and makes you seem approachable.
Your headline should reflect who you are and what you offer.
Be smart about your banner: use this prime real-estate to showcase your services and social proof.
Spend time on the About section. It doesn’t need to be long, but it should be clear, engaging and clearly state what you can do for potential customers.
Use the featured section to ‘pin’ the posts that offer the most value, convey more about your services and what people will see when they follow you.
Building on the above points: continuity is key. Make sure people get what they signed up for; that is, be consistent in how you present yourself in your profile and the content you post daily.

Be social

Another bit of wisdom we got from our conversation with Tara was the reminder that LinkedIn is a social platform. That means communication must go (at least) two ways. We often obsess about what our next post will be, when spending some of that time interacting on the platform can, in fact, yield better results.

In short: if you want engagement, you must engage. Connect with people in your industry daily, whether that’s by commenting on their posts or going directly for their DMs.

Comments, in Tara’s words, are king. But use them wisely: add value where and when you can, expanding on points made in the person’s post or adding a different point of view. Of course, responding to comments on your own posts also helps with reach and engagement. Ultimately, the more people that see your post the more likely it is that you’ll end up connecting with potential clients or interested parties. And that's the goal: connection.

Stay consistent

Yes, it helps with the algorithm. But, more importantly, consistent, thoughtful posting reinforces credibility, trust and deepens that sense of community online. One to two posts per week is the recommended frequency. And remember to set a few minutes aside each week to comment on or share posts that align with your expertise and interests.

Posting regularly is easier said than done, we know. That’s why we help so many clients with their organic content, often for both their personal and company profiles. Though time consuming, it’s not impossible to do it yourself. Here's a simple framework to get you started:

Find your niche: Choose an area where your skills and market needs align. Concentrate on topics you’re passionate about and good at —this makes your brand more genuine and impactful.
Create an ideas bank: Once you've defined your niche, break it down into three core themes you are an expert in or feel comfortable talking about, and then list all the topics that fall into each theme. This makes it easier to come up with post ideas and, just as importantly, it helps ensure your content stays consistent with your brand.
Create valuable content: Share insights that tackle important issues and offer solutions in your field. High-quality, well-researched content helps establish you as a credible expert. Asset formats like carousels and videos, which encourage people to dedicate more time to your content, usually perform well.
Share your vision: As a thought leader, it’s important to think ahead. Talk about emerging trends, industry changes and new solutions. This forward-looking perspective helps connect with audiences on a deeper level.
Partner with industry leaders: Collaborative projects, joint articles, and co-hosted webinars boost credibility and widen your reach. Reach out to experts in your field; together, you can grow your influence.

Get comfortable with your elevator pitch

If you can’t wow someone in person, odds are your digital 'wowing' will fall short, too. So, yes, LinkedIn is an incredibly relevant platform to build your brand and expand your network, but the good old elevator pitch will always be a must.

If you had to, could you describe yourself, your business and your services in just 30 seconds?

Whether you're networking, pitching a client or drafting your LinkedIn profile, being able to answer that question unwaveringly is going to be key for your brand strategy. A good starting point is asking yourself a couple of questions:

What's the first thing people think of when they hear your name?
What three words do people use to describe you when you leave the room?

Both or either of these will help you understand where you stand. From there, it's a matter of scripting your elevator pitch. Make sure it clearly and simply conveys:

How you provide value
What problem you solve
Who you are solving for

And remember: consistency builds trust and brand recognition. You want to keep your pitch consistent across all your interactions, be it online or IRL.

A quick recap

Developing and nurturing a personal brand can prove essential for those looking to make an impact, both for themselves and their organisations. Through thoughtful engagement, consistency and strategic content, business owners and professionals can develop a brand that positions them as trusted voices within their industry.

At Grey Dog, we find branding projects particularly engaging as they give us the chance to work hand in hand with our clients to take their ideas and services further. If you're looking for support building or expanding your brand, get in touch with our team today!