How to build your personal brand on LinkedIn

LinkedIn is not just nice for recruiting or as a digital business card. It is a real power tool in the communication mix and perfectly complements Instagram, newsletters or out-of-home campaigns.

What makes LinkedIn special?

It's not just about glossy pictures or buzzwords. It gives you real insights into projects, processes and, above all, people. You get to know founders, see what a team is passionate about and understand what really drives a brand. It's about attitude, perspectives and what happens between the lines.

That's why personal branding is not an end in itself. It is a strategic tool for building trust and strengthening relationships.

Because: people follow people - not brands.

They buy, recommend and invest when they feel they know someone. And that's exactly why it pays to be visible from the outset. Not perfect. But personal, approachable and genuine.

So where to start?

Three things you can do right away:

1. clean up your LinkedIn profile
Your profile is the first thing others see. You have three seconds to convince someone to connect with you.

• Do you have a current profile picture in there that makes you easy to recognize? Better too close than too far away.
• Do you use the banner at the top of your profile? It's often underestimated, but it's your stage. Show what you stand for.
• And very important: you can link to your website at the top of your profile. Hardly anyone uses this, but you can immediately make it clear what you are all about.

2. define your content strategy
Before you just start posting, it's worth doing a quick check-in:

What do you want to stand for? What do you want others to associate with you? A clear content strategy will help you to post regularly without constantly reinventing yourself.

• Think about three topics that define you and your work.
• Think about what is really important to you - not just professionally, but also personally.
• This will create a content framework in which you can move confidently.

3. write your first post
Strategy is one thing - but you also need to get into action. The first post often feels huge. But it doesn't have to. You don't need a big story or fancy pictures - just a genuine thought.

• Share something you have experienced or learned. And above all: be yourself. That's more than enough.
• Write the way you would talk to a colleague - personally, not in a promotional way.
• Use pictures in 4:5 format so that you stand out in the feed.

And last but not least:
It's not about posting every day. Start small. One post per week is enough. If that feels good, you can increase it. Two or three posts a week are great, but not a must. It's much more important that you stay visible. That you dare to use your voice. And that you give yourself space to try things out.

Personal branding is not an ego thing. It's a lever.

For visibility. For trust. For real connections. If you make a difference, show it. LinkedIn is exactly the place for that.