How to build a personal brand on LinkedIn: profile, posts and a 90-day plan
A personal brand is what people say about you when you are not in the room. On LinkedIn, you can shape it in about thirty minutes a day.
1. Position yourself in one sentence
“I help [who] [achieve what] by [your distinctive approach].” Choose one word you want to be known for and one feeling attached to it. Everything you post should be recognisably yours.
2. Fix the profile first
- Photo: clear face, good light, looking at the camera.
- Headline: who you help and how — not only your job title.
- About: three short paragraphs — the problem you solve, how you work, how to contact you.
- Featured: your best long piece or a useful free resource.
3. A post structure that works
- Line one: a clear situation, observation or claim.
- Middle: your opinion and the reasoning, with one real example.
- End: what it means for the reader, and a question worth answering.
4. Four pillars
Rotate expertise (how-tos, frameworks), proof (process walk-throughs, client stories with permission), personal (stories, lessons) and perspective (opinions on your field). Three posts a week is enough to start.
5. Comments are where it pays off
Reply to every thoughtful comment, ideally within the first hour, and spend ten minutes a day leaving useful comments on posts by peers and potential clients. Never send bulk or automated messages in your name.
A 90-day plan
| Weeks 1–2 | Position, profile, story bank of ten stories |
|---|---|
| Weeks 3–8 | Three posts a week from your pillars; daily comments |
| Weeks 9–12 | Double what brings conversations; publish one longer piece to feature |
| Week 13 | Ask five people for three words that describe you; compare with week 1 |
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Written by Ren Takemoto, founder of Yurenji Digital, a content marketing agency. We sell the service this article describes, so read it with that in mind. Figures from other sources are named; nothing here is a promise of results.