Build Your Personal Brand on LinkedIn: Show Who You Are, Not Just What You Do

Nowadays, being “good at what you do” isn’t enough. On LinkedIn — and in the professional world in general, it’s essential to show who you are. That authenticity is what sets you apart in a sea of similar profiles. In this article, let’s talk about personal branding on LinkedIn: how can you build a presence that reflects your values, your story, and your professional purpose?

1. What Is Personal Branding (And Why Should You Care)?

Personal branding is essentially how you present yourself and how others perceive you in your professional space. It's your reputation, but done consciously and intentionally.

It’s not about inventing a “perfect” persona, but rather, it’s about bringing forward what already exists in you: your values, your voice, your way of thinking.

“People connect with people, not job titles.”

2. Start with Clarity: Who Are You? Really?

Before you write a clever headline or go viral with a post, take time to answer these (honest) questions:

• What kind of work truly lights me up?

• What topics do I genuinely care about?

• What do I want people to remember when they think of me?

That’s where your personal brand begins. And yes, it’s okay if the answers evolve over time, because personal branding is a living process.

3. Build Your Personal Brand and let it shine on LinkedIn

Your LinkedIn profile is your online business card. How are you using it?

• Profile photo and banner: Do they reflect approachability, authority, creativity… or something else entirely?

• Headline: Is it just a job title, or does it reflect your value? For example: “Marketing | Copywriting | Helping brands tell their stories with authenticity.”

• About section: This is where your “who I am” comes to life. Don’t hide behind formal jargon. Tell people who you are, how you work, and why you do what you do.

• Featured section: Choose the best of your work — a blog post, a video, a case study, a project you’re proud of.

  
  

4. Your Voice in the Content You Share

It’s through your content that your personal brand gains strength and consistency. What you post, comment on, and share shapes how people see you.

• Pick themes that matter to you (even if you think “no one wants to hear about this”).

• Share personal experiences, not just polished opinions.

• Speak like yourself — not like a CV.

• Develop your own voice: certain phrases, tone, or expressions you use often? That builds familiarity and recognition.

Personal branding is consistency. It’s not about the perfect post — it’s about being you, repeatedly.

5. Authenticity (Even When It’s Scary)

Showing who you are means sometimes talking about doubts, vulnerability, and even challenges. That doesn’t weaken you. It makes you relatable. Trust me!

• Talk about the mistakes and what they taught you.

• Talk about your career path and how you evolve over time.

• Challenge norms and talk about what you feel in relation to certain topics

That’s the part that builds connection, because on the other side of the screen, there’s someone just like you.

In a nutshell, LinkedIn can be more than a professional showcase — it can be a stage where you grow, share, and build real relationships. But for that to happen, you need to show up as yourself. Your personal brand begins the moment you decide to be seen with honesty, consistency, and intention.

Want help building (or refining) your personal brand on LinkedIn? 

Let’s talk. I can help you shape a profile that reflects who you are, and not just what you do.

Jacqueline Graça