5 Mistakes to Avoid When Building a Personal Brand on LinkedIn in 2025

Why LinkedIn Personal Branding is Essential in 2025

LinkedIn is still a powerful tool for building a personal brand, especially as we move into 2025. With over 1 billion users and countless professionals actively engaging on the platform, it’s a great place to connect and drive new leads for your business.

According to a 2024 LinkedIn study, over 80% of B2B leads generated through social media come from LinkedIn, making it the top platform for consultants and founders to win new business.

Plus, LinkedIn users are decision-makers: 4 out of 5 drive business decisions, and 45% of users are in upper management.

What is Personal Branding on LinkedIn and Why Does It Matter?

Personal branding on LinkedIn is how you communicate your expertise, values, and personality to your audience. Unlike other social platforms, LinkedIn focuses on professional growth and networking, making it the perfect place to build a personal brand. 

For consultants and founders, LinkedIn is a goldmine. Entrepreneur found that LinkedIn’s user base is ideal for B2B lead generation. With 40% of B2B marketers citing LinkedIn as the top channel for quality leads.

But this means that LinkedIn personal branding goes beyond just posting content. You have to strategically position yourself as a thought leader and an authority in your field.

5 Common Mistakes in LinkedIn Personal Branding to Avoid

Many founders and professionals struggle with how to do personal branding on LinkedIn. Here are five mistakes you should avoid to build trust and engagement with your audience:

• Posting inconsistently – A set schedule teaches people what they can expect from you. Consistency builds trust and helps you stay top-of-mind with your audience.
• Writing long essays about your industry – Attention spans are short. While in-depth insights are valuable, it’s better to share bite-sized pieces that people are excited to read and can quickly apply.
• Hiding behind industry jargon – LinkedIn has become more casual and conversational since the pandemic. Write like you talk! This helps people understand what you’re saying, which is ultimately the whole point of posting.
• Obsessing over impressions – High impressions look good on paper, but don’t let them distract you from the bigger picture. Be intentional about what metrics you want to track based on your business goals.
• Broadcasting only achievements – People love a success story. But they also relate to the ups and downs that led you there. Share your journey to make your brand relatable and engaging.

For tips on what you should be sharing as a business owner, read What You Should Be Posting on LinkedIn as a Business Owner.

Now that you know what not to do, let’s explore some LinkedIn personal branding tips that will help you create content your audience wants to engage with.

LinkedIn Personal Branding Tips for Consistent Engagement

Your personal brand is more than just showing up. You have to connect with your audience and move them to act. Here are a few strategies to help you create impactful content:

1. Draw Inspiration from Real-Life Moments

Writing impactful content doesn’t mean you need to come up with new ideas every time. Often, the most engaging content comes from moments you’ve already experienced.

Think of a recent keynote you gave, a client conversation that stood out, or a common frustration you keep hearing about in your industry. These are golden nuggets of content inspiration because they’re relatable, timely, and relevant.

When you use these real experiences, your post will feel less like a lecture and more like a valuable insight from someone in the trenches.

2. Identify One Key Takeaway

Once you have that moment or topic in mind, zoom in on one key takeaway. It’s tempting to share many insights, but remember that clarity is king on LinkedIn. If your audience can’t tell what your point is, they won’t stick around to figure it out.

Let’s say your recent client conversation was about managing remote teams. Rather than discussing all the challenges of remote work, zero in on one specific point. Pick one lesson that your audience needs to hear. That’s the insight you’re going to build your post around.

3. Structure Around Your Main Point

With your takeaway in mind, it’s time to structure your post. Think of it as telling a story in three parts: set up the problem, reveal the insight, and end with a call-to-action or thought-provoking question.

Here’s a quick example structure:

With your takeaway in mind, it’s time to structure your post. Think of it as telling a story in three parts: set up the problem, reveal the insight, and end with a call-to-action or thought-provoking question.

Here’s a quick example of how to structure a LinkedIn post:

• Start with the problem or frustration – Hook your audience by stating a common challenge they’ll recognise immediately. Something like, “One of the biggest challenges I hear from founders is managing remote teams effectively.”
  
• Share the insight – Now reveal your advice in a way that’s actionable. “The truth is, remote work thrives on two key factors: trust and clear communication. When you have these, the rest often falls into place.”
  
• End with an invitation to engage – This call-to-action could be a question, or a statement that invites others to share their views. For example, “What’s been your biggest challenge with remote work?” Or, “How do you make sure your team stays aligned?”
  

By following this structure, you’re making sure your post has a clear flow and message that readers can understand, relate to, and act on. When your post is built around one specific takeaway, it’s easier for your audience to consume.

Need help coming up with fresh content ideas? Check out 7 Places to Find LinkedIn Content Ideas (For When You’re Stuck!) for inspiration.

LinkedIn Personal Branding Examples from Founders

Want to see some real examples of LinkedIn personal branding done right? Here’s a comparison of an ineffective post versus an optimised one:

Want to see some real examples of LinkedIn personal branding done right? Here’s a comparison of an ineffective post versus an optimised one:

• Ineffective Post:
  “I’m excited to announce that our team just closed our biggest quarter yet!”
  → This style isn’t engaging to your audience. It provides them with little value and has become a cliché that’s often mocked in LinkedIn memes.
  
• Effective Post:
  “Real Talk: 60% of startups fail within the first year—here’s what that means for the entrepreneurial ecosystem.”
  → This style of content provides a learning experience for your audience and helps them see you as an authority on a niche topic.

For more on strengthening your brand message, find out What Does a LinkedIn Copywriter Do? for ideas on how I might help you.

How to Build a Strong Personal Brand on LinkedIn

To build a strong personal brand on LinkedIn, focus on the key factors that make your posts engaging and relevant to your audience. Keep your posts clear, concise, and actionable.

If you’re serious about growing your personal brand on LinkedIn and want to learn all the strategies to do it right, sign up for my free LinkedIn Crash Course for Entrepreneurs. This course is designed specifically for founders and entrepreneurs who want to turn their LinkedIn presence into a powerful personal brand that drives business growth.

The Bottom Line: Clarity and Connection Over Complexity

LinkedIn is a place where professionals connect, learn, and grow. But that only happens when your content is easy to scan and provides value to your reader. 

So, keep each LinkedIn post focused on one strong message or insight. Don’t overcomplicate things by trying to cram multiple points into one post. Instead, think of each post as a tiny win that leaves your audience with something to think about, relate to, or act on.