Go-To Personal Branding Cheat Sheet for 2025 | Linkedist

Build a strong personal brand on LinkedIn in 2025. Learn to optimize your profile, network strategically, and share valuable content to stand out.

Patricija Tėja Veselytė, Junior Copywriter at Linkedist

2/4/2025

A personal brand is the essence of who you are and how others perceive you. It’s your reputation and the key to standing out from the crowd. Today, over 60% of the world’s population - more than 5 billion people – have an online presence. So, how can you distinguish yourself? The key is to focus on a specific niche. Think about your industry, location, expertise, cultural context, and audience. By narrowing your focus, it becomes easier to connect with the right people who resonate with your unique values.

Where should you build a professional personal brand? Well, LinkedIn is unmatched. With over a billion users worldwide, it’s the go-to platform for professionals. It’s a place to connect with the right people, show off your skills, and find new opportunities quickly. Your LinkedIn profile is more than just an online resume – it’s your digital portfolio, personal billboard, and networking hub.

Read ahead for the ultimate guide to crafting a strong personal brand on LinkedIn.

Trust is the foundation of any professional relationship. But how can you build credibility with people you’ve never met? LinkedIn provides the perfect space to establish and strengthen that reliance.

An authentic, well-crafted LinkedIn presence demonstrates your expertise and helps others to connect with you, even through a screen.

Here’s what a strong personal brand on LinkedIn can do for you:

  • Demonstrate your expertise and credibility in a specific field.

  • Help you stand out to potential employers, clients, and collaborators.

  • Build trust and foster meaningful connections within your professional community.

  • Create opportunities for career advancement, speaking engagements, and partnerships.

  • Position you as a thought leader in your niche.

By strategically building your brand, you’re not just improving your online presence – you’re investing in your future.

Why a strong personal brand on LinkedIn matters
1. Optimize your profile

Your LinkedIn profile is often the first impression others have of you – make it count. Start by refining these key areas:

Public profile and URL

When you first create a LinkedIn account, your URL is filled with random numbers and letters, which can appear unprofessional and make it harder for potential employers or clients to find you.

Check your URL now and update it to reflect your name for a cleaner, more professional look.

Here’s how:

  1. Go to your LinkedIn profile.

  2. Click on “Public profile & URL” on the right side of your screen.

  3. Select “Edit your custom URL.”

  4. Update it to your first and last name (or a variation of your name).

  5. Hit “Save”.

Personal branding cheat sheet:

To not miss out on any opportunities, make sure your profile is public so that others can find and view your information.

LinkedIn settings showing "Your profile's public visibility" selected.
LinkedIn settings showing "Your profile's public visibility" selected.
LinkedIn settings showing the "Edit your custom URL" button selected.
LinkedIn settings showing the "Edit your custom URL" button selected.
LinkedIn profile page with the "Public profile & URL" option highlighted on the right side.
LinkedIn profile page with the "Public profile & URL" option highlighted on the right side.
Creating a profile in another language

LinkedIn allows you to create a multilingual profile, making it easier for international recruiters, clients, or connections to find and understand your expertise.

How to add a profile in another language:

  1. Go to your LinkedIn profile.

  2. Click the pen next to "Profile language" (found on the right side).

  3. Add a language (or a few) and manually translate your name and headline.

LinkedIn Profile language settings.
LinkedIn Profile language settings.
LinkedIn settings showing "Profile language."
LinkedIn settings showing "Profile language."

Now, LinkedIn will automatically show visitors the most relevant version of your profile based on their language settings!

Your LinkedIn profile picture appears alongside all your activity, so it’s essential to choose an image that aligns with your personal brand. It’s a key element in how you present yourself and communicate your unique personality to others.

What should you consider?

  • Clear visibility. Your face should be visible, ideally centered, and take up about 60% of the frame.

  • Recent photo. Use a picture taken within the last three years to ensure it accurately represents your current look.

  • Lighting. Avoid dark or overly shadowed photos. Bright, natural light is always preferable, although you can adjust it based on specific preferences and the vibe you’re aiming for.

  • Facial expression. Think about what you want to convey: a small smile can signal approachability, while a more focused look might project confidence and professionalism. Think about the overall style of the photo, whether it’s polished, professional, casual or creative, as a reflection of your personal brand.

  • Image quality. Make sure the photo is high resolution (at least 400x400 px) for clear and sharp visibility.

To make your profile picture stand out even more, you can get creative with elements like bright backgrounds that reflect your personality or workplace branding, subtle graphic design elements to add a unique flair, or light filters to create a certain aesthetic. These enhancements can help catch the eye of visitors and distinguish your personal brand from others.

Profile picture

A high-quality profile picture isn’t just about looking professional – it’s a way to stand out, make a lasting impression, and project the qualities you want others to associate with you.

While your profile picture is centered on you, your LinkedIn banner gives you the chance to showcase your personal or professional brand in a broader, more creative way. This often-overlooked space is highly visible to anyone who visits your profile and provides a unique opportunity to leave a lasting impression.

💡 New LinkedIn Premium feature: you can now add a carousel banner with up to five images, showcasing different aspects of your personal brand – your work, side projects, passions, or key achievements – all in one dynamic space!

Banner
LinkedIn banner highlighting the field of work.
LinkedIn banner highlighting the field of work.
LinkedIn banner showcasing an Instagram handle and a visual portfolio.
LinkedIn banner showcasing an Instagram handle and a visual portfolio.
LinkedIn banner showcasing a company’s branding and services.
LinkedIn banner showcasing a company’s branding and services.

Tips for creating a standout LinkedIn banner:

  • Make it relevant to your brand. Think of your banner as a visual storytelling tool. It should align with your professional expertise, career goals, or personal values. For instance, you could highlight:

    • Work-related visuals: Project images, industry tools, or an environment tied to your profession.

    • Personal passions: Causes or hobbies that give insight into who you are outside of work.

    • Company branding: A banner reflecting your organization’s culture, mission, or services.

  • Keep it high quality. A polished, clear image enhances the overall professionalism of your profile. Ensure the banner is sized correctly ****– ****1584 x 396 pixels (4:1 ratio) – ****to avoid blurriness or distortion.

  • Add a creative edge. Use custom graphic design elements to make your banner stand out.

  • Match the tone of your profile. Your banner’s design should complement your profile picture and headline. Whether it’s sleek and professional, creative and dynamic, or approachable and warm, ensure the style aligns with the impression you want to leave.

A well-designed banner not only reinforces your personal brand but also helps make your profile more memorable and engaging.

Here are examples of different personal branding approaches on LinkedIn, showcasing how profile pictures and banner images can work together to create a cohesive and impactful impression. Each category highlights a unique style and strategy – use these as inspiration to align your visuals with your professional goals:

  1. Sleek and professional. For those aiming to convey a polished and modern image. Clean visuals, neutral or muted colors, and minimalistic designs highlight professionalism and confidence.

Sleek and professional LinkedIn profile picture and banner.
Sleek and professional LinkedIn profile picture and banner.
Sleek and professional LinkedIn profile picture and banner.
Sleek and professional LinkedIn profile picture and banner.
Sleek and professional LinkedIn profile picture and banner.
Sleek and professional LinkedIn profile picture and banner.
  1. Approachable and warm. Perfect for building connections. Friendly profile pictures with warm smiles, soft lighting, and banners featuring inviting visuals or personal touches, create a sense of approachability and relatability.

Approachable and warm LinkedIn profile picture and banner.
Approachable and warm LinkedIn profile picture and banner.
Approachable and warm LinkedIn profile picture and banner.
Approachable and warm LinkedIn profile picture and banner.
Approachable and warm LinkedIn profile picture and banner.
Approachable and warm LinkedIn profile picture and banner.
  1. Serious and focused. Ideal for conveying authority and expertise. A composed expression in profile pictures and banners with strong, professional visuals such as corporate imagery, bold colors, or industry-specific designs establishes credibility in more formal or high-stakes industries.

Serious and focused LinkedIn profile picture and banner.
Serious and focused LinkedIn profile picture and banner.
Serious and focused LinkedIn profile picture and banner.
Serious and focused LinkedIn profile picture and banner.
Serious and focused LinkedIn profile picture and banner.
Serious and focused LinkedIn profile picture and banner.
  1. Creative and dynamic. Great for standing out in creative fields. Incorporating bold colors, artistic visuals, and unique design elements in both the profile picture and banner expresses individuality and originality.

Creative and dynamic LinkedIn profile picture and banner.
Creative and dynamic LinkedIn profile picture and banner.
Creative and dynamic LinkedIn profile picture and banner.
Creative and dynamic LinkedIn profile picture and banner.

Each of these styles offers a unique way to present yourself and communicate your personal brand. Take some time to consider which approach resonates most with your career goals and the image you want to project (you might come up with something completely new and different!). Whether you're aiming for a polished corporate presence, a creative expression, or something in between, your LinkedIn profile and banner can be powerful tools for telling your professional story.

Remember, consistency between your profile picture and banner is key to creating a cohesive look that aligns with your personal brand. Choose visuals that authentically reflect who you are and the impression you want to leave.

Your headline follows you across LinkedIn and is visible whenever you engage with others’ posts, share content, or when your profile is recommended or searched. This consistent visibility makes it an essential tool to not only attract attention but also differentiate yourself from others.

Tips for a good headline:

  1. Keep it clear and concise. Your headline should immediately communicate what you do in just a few words. Prioritize clarity over complexity, and consider adding relevant emojis to make it stand out and grab attention.

  2. Use relevant keywords. Including industry-specific keywords in your headline helps increase your profile’s visibility in searches. Whether it's "SEO," "Project Management," or "Product Strategy," these terms will ensure you're found by those seeking your expertise. Stick to these keywords throughout your entire profile!

  3. Highlight what makes you unique. What sets you apart from others in your field? Whether it's your unique skill set, innovative approach, or passion for solving specific problems, make sure your headline reflects what makes you stand out.

  4. Be descriptive, but don’t overload. Go beyond simply listing your job title. Use the space to describe what you do and why it matters. For example, instead of just “Marketing Manager,” say something like “Driving business growth through data-driven marketing strategy."

  5. Go with the flow. Don’t hesitate to experiment with different variations of your headline to see which one resonates most with your audience and describes you best. A little tweaking over time can go a long way in improving engagement.

Headline examples to inspire you:

Headline
LinkedIn headline examples.
LinkedIn headline examples.

Your headline is an opportunity to market yourself for free – make sure it captures the essence of your professional identity and personality and speaks directly to your audience. Don't be afraid to get creative and showcase your uniqueness!

Verifying your profile is a simple but powerful way to prove your authenticity and build trust on the platform. With bots and fake accounts becoming more common, having a verified profile makes you stand out to recruiters, clients, and potential connections. It signals credibility and increases the chances of meaningful engagement.

How to verify your account:

  1. Open your LinkedIn profile on a computer.

  2. Next to your name press “Add verification badge.”

  3. Follow the directions and verify your profile with a phone.

Verifying your LinkedIn profile
LinkedIn profile "Add verification badge."
LinkedIn profile "Add verification badge."
LinkedIn profile verification settings
LinkedIn profile verification settings

By taking this quick step, you’ll enhance your professional presence and make your profile more approachable!

The name pronunciation feature isn’t just about avoiding mispronunciations – it’s a great tool for making your profile more engaging and personal.

Use it creatively! Instead of just your name, try:

  • A short personal introduction to make a strong first impression.

  • A quick brand statement that highlights what you do.

  • A mini elevator pitch to showcase your expertise.

How to add name pronunciation

  1. Go to your profile and tap the pencil icon near your name.

  2. Select "Add name pronunciation" and record your message (up to 10 seconds).

  3. Save and upload it to your profile.

A simple voice clip can make your profile more welcoming and professional.

Name pronunciation

Adding a relevant link to your LinkedIn profile can provide valuable context to those visiting your page. Whether it’s linking to your personal website, a portfolio, a scheduling tool for meetings, or showcasing side projects, this is a great way to offer more insight into your work and professional offerings hassle-free.

To add a link, simply click the pencil icon on the right side of your profile to enter the "Edit Intro" section. Scroll down, and you’ll find the option to add your link and a CTA.

Relevant link
LinkedIn profile with "Edit intro" pencil marked.
LinkedIn profile with "Edit intro" pencil marked.
LinkedIn "Edit intro" settings - website.
LinkedIn "Edit intro" settings - website.

By including a link, you create an interactive experience for visitors and provide easy access to more detailed information about your work or services.

The "About" section, is where you have the opportunity to go more into detail about what you do and why you do it. This is where you can tell your story, show who you are, what you’re passionate about, and what drives you.

This section is your personal space, so write from the first person’s perspective. This is your chance to show your personality and add depth to your professional journey.

What you can include:

  1. Your career and experience. Highlight key achievements and experiences and add what makes your work meaningful to you, and what excites you about your job and your industry.

  2. Your offering. This is where you can clearly state what you bring to the table. Whether it's a product, service, or expertise, make sure to describe how you can help others. Explain what makes your offering unique and how it can provide value to potential clients, employers, or collaborators.

  3. Your interests and hobbies. People like to work with others they can relate to, so don’t hesitate to share your interests or hobbies outside of work. Whether it’s a love for travel, cooking, or volunteering, this helps humanize your profile.

  4. Your current company and its values. Talk about the company you’re working for and why it matters to you. What values and missions align with your own? This can give visitors insight into what drives you on a professional level.

  5. Contact information. Make it easy for people to reach out to you. Whether you prefer direct messages or specific methods like email or phone, provide clear contact details so you’re accessible for opportunities or networking.

  6. Be creative! Inject personality into your writing with humor, emojis, or other elements that feel natural to you. This can help your profile stand out and make a memorable impression.

The first 265-275 characters are what people see before clicking "See More," so make those initial lines count. Hook your readers with a concise, compelling introduction that explains who you are, what you care about, and what you aspire to achieve.

How others do it:

About
LinkedIn "About" section example.
LinkedIn "About" section example.
LinkedIn "About" section example.
LinkedIn "About" section example.
LinkedIn "About" section example.
LinkedIn "About" section example.

As you can see in the examples, LinkedIn offers a feature called "Top Skills." This section allows you to highlight up to five key skills that you excel in, making it easier for search engines and recruiters to find you based on your expertise. To add your "Top Skills," simply go to your "About" section, click "edit," and you'll see the option to select your top five skills from a drop-down menu. These skills are important keywords that can improve your visibility, especially if you align them with job postings or industry-specific terms.

Here is the place to showcase your most impactful content. Whether you're a content creator, a professional with a portfolio, or someone with noteworthy projects, this section is your chance to put your best work front and center.

You can customize this section to include a variety of items that best represent your skills, achievements, and expertise with links, posts, articles, newsletters, and other media.

All you need to do is find the Featured section, if you don’t have it on your profile yet, you’ll need to add it by clicking on the "Add profile section" button and selecting "Featured" from the drop-down menu. In the Featured section, click on the "+" button or "Add Featured" to start adding content.

Here’s what it can look like:

Featured
LinkedIn "Featured" section example.
LinkedIn "Featured" section example.
LinkedIn "Featured" section example.
LinkedIn "Featured" section example.

Using the Featured section effectively allows you to make your profile more dynamic and visually appealing. It's a great way to highlight what best reflects your professional capabilities and personality.

Your Experience section on LinkedIn is one of the most important parts of your profile. It’s where you get to showcase your work history, highlight your key achievements, and demonstrate how your skills have evolved throughout your career. Think of it as a mini CV, but with the added bonus of a dynamic, engaging format.

Here are some tips to make this section professional and selling:

  • Focus on key achievements, not just job duties. Instead of just listing your responsibilities, highlight your accomplishments. Use bullet points to break down your key achievements and demonstrate the value you added in each role i.e. the impact you made.

  • Be clear and concise. Keep it easy to read by using short, direct sentences. Regular or emoji (📍) bullet points are a great way to organize your experience, making it more digestible and visually appealing.

  • Highlight relevant roles. You don’t need to include every single job you’ve had, especially if you’ve been in the workforce for many years. Focus on positions that are most relevant to your current career path or highlight important milestones that showcase your skills and growth.

  • Keep it current. Update it whenever you complete a major project, achieve a new milestone or change roles. This will help ensure your profile stays fresh and relevant.

  • Avoid generic descriptions. Don’t just copy and paste job descriptions from your previous employer’s website. Instead, make your descriptions personal by focusing on your unique contributions and using a first-person perspective. Share the specific results and initiatives that set you apart.

By following these tips, your Experience section will not only reflect your job history but will also present your career journey in a way that grabs the attention of potential recruiters, clients, and colleagues.

Experience
LinkedIn "Experience" section example.
LinkedIn "Experience" section example.

These sections are your opportunity to showcase your qualifications and expertise. Here’s how to do it:

Education:

List your academic degrees and the institutions you've attended. Highlight any notable achievements, such as awards or leadership roles in clubs, sports, or volunteering. This helps paint a fuller picture of your background and dedication beyond just the classroom.

Education, Licenses and certifications, Skills + endorsements
LinkedIn "Education" section example.
LinkedIn "Education" section example.
LinkedIn "Licenses and certifications" section example.
LinkedIn "Licenses and certifications" section example.

Licenses & certifications:

If you have certifications relevant to your field, make sure they’re displayed prominently. It shows your commitment to staying current and further developing your skills.

Skills & endorsements:

Include a comprehensive list of your top skills. Focus on the ones most relevant to your career goals. Once added, encourage colleagues and peers to endorse these skills, which will enhance your credibility and make it easier for recruiters to find you based on your strengths.

LinkedIn "Skills and endorsements" section example.
LinkedIn "Skills and endorsements" section example.

Regularly update these sections to ensure they reflect your latest accomplishments and continue to strengthen your profile. This is a great way to set yourself apart and show you're actively building your professional knowledge and network.

Whether it’s part of your formal education or an additional learning experience, listing key courses can highlight your commitment to growth and specialization in your field.

To optimize this section, include: the course name, institution or platform, and completion date (if applicable).

You can also mention relevant coursework in your “about” or experience section to provide more context about your knowledge and skills. This helps people see how your education aligns with your career path.

Courses
LinkedIn "Courses" section example.
LinkedIn "Courses" section example.

Highlighting your multilingual skills can be a major asset in today’s global job market. Whether you're fluent or just conversational, accurately representing your proficiency can help you stand out for roles that value language skills.

List all languages you can communicate in professionally; be honest about your proficiency level to maintain credibility and include any language-related certifications or courses you've completed.

If languages are a key part of your career, this section can make your profile even more appealing to employers and recruiters.

Languages
LinkedIn "Languages" section example.
LinkedIn "Languages" section example.

Now that your LinkedIn profile is fully optimized and represents your professional self in the best light, it’s time to focus on one of the most important aspects of LinkedIn: connecting. Building a strong network is essential for expanding your reach, finding new opportunities, and engaging with industry professionals. In this section, we'll explore how to use LinkedIn's features to connect with others and grow your professional circle effectively.

2. Network
Connecting

Start by actively seeking out professionals who align with your industry or interests. LinkedIn’s search functionality offers you multiple ways to refine your search, including filters for location, job title, industry, and more.

Once you've identified potential connections, don't just click "connect." Personalize your invitation. Take the time to add a message explaining why you want to connect. Show common ground or reference mutual connections. For a more personal touch, you can even send a voice message, though use this carefully to ensure it's appropriate for the situation. Personal messages help you stand out and increase your chances of a positive response.

Events

Another fantastic way to network on LinkedIn is through LinkedIn Events. Attending virtual or in-person events (promoted on LinkedIn) can provide you with the opportunity to connect with professionals in real time.

If you’re feeling confident, consider hosting your own LinkedIn Event. It could be a webinar, a live Q&A session, a virtual conference or an audio event. The key to success here is consistency and authenticity –don’t just host an event and forget about it. Make sure you follow up, continue the conversation, and leverage the visibility to grow your network.

LinkedIn audio event.
LinkedIn audio event.
Formats

Once your profile is set up and you're actively building connections, the next key step is to engage with your audience. Sharing valuable content consistently is necessary to strengthen your personal brand and expand your reach. You don’t need to post every day, but consistency is essential. The key is to find your rhythm – whether that’s once a week or a few times a month.

There are several content formats you can explore to capture attention and showcase your expertise:

  1. Text-only post. While simple, such posts can spark detailed conversations. Craft compelling hooks, keep your paragraphs short, and ensure your message is relevant and personal for better reach and interaction.

  2. Text + image post. A combination of text and images maximizes engagement, particularly for likes and comments. Keep your text concise, use authentic visuals (preferably no more than five images), and ensure the text is well-formatted for readability.

  1. Document post (carousel). Carousels are excellent for detailed content like step-by-step guides or educational material. Just remember to keep text minimal on each slide, use consistent design, and make sure your visuals are mobile-friendly to maximize engagement.

  2. Poll post. Polls encourage participation and increase visibility. Keep the poll question simple and relatable, offer a few options, and include a CTA encouraging people to share their thoughts in the comments for more engagement.

  3. Video Post. Videos are great for storytelling or explaining complex topics, but keep it short (think of TikToks or Reels but more professional)! Aim for 1-2 minute videos with an engaging hook in the first few seconds and a clear call-to-action at the end to boost watch time and shares.

  4. Article + newsletter post. LinkedIn Articles are perfect for in-depth thought leadership content. While they may have a smaller reach, they can help establish your expertise. Optimize for SEO, use a strong hook, and add visuals to make your article more engaging. Consider using the newsletter feature for better visibility.

Experiment with these different formats and see what resonates most with your network. Keep in mind that your content should reflect your professional personality – aim for value-driven, educational, and relevant posts.

3. Sharing content

One of the most critical aspects of sharing content on LinkedIn is authenticity. To truly connect with your audience and not seem shallow, you need to share real, human stories that resonate on a personal level. Don’t be afraid to show vulnerability or discuss failures alongside your successes. People appreciate when you’re transparent and share genuine insights – whether that’s a behind-the-scenes look at a project, a lesson learned from a setback, or your take on the latest industry developments.

Being authentic not only helps you build trust but also encourages meaningful interactions. The more real and relatable you are, the more your network will engage with you. Avoid trying to be overly polished or speaking only in a professional tone. Instead, aim to build relationships and provide real value by communicating to your audience honestly and openly. Authentic posts invite real conversations and ultimately foster stronger connections.

Authenticity

When it comes to creating a content strategy, consistency and engagement are key. Your posts should reflect your personal brand, but it’s also essential to engage actively with others’ content.

Here’s how to build your LinkedIn content strategy:

  1. Brainstorm content ideas. Start by thinking of any topics you find interesting or have something to say about. Maybe it’s a lesson you’ve learned this year, industry news you’ve just heard, or an event you’re going to attend. Write it all down.

  2. Batch your content. Take some time to create multiple posts from all of your ideas in one go. Writing in batches saves time and ensures you’re prepared with quality content.

  3. Post consistently. Stick to a regular posting schedule, but focus on quality over quantity. Different industries have different expectations for posting frequency, so be mindful of that. The key, however, is to remain consistent and maintain momentum while ensuring your content is high-quality and relevant to your audience.

  4. Engage with others. Don't just post engage actively with your network by commenting, liking, and resharing their content. This helps expand your visibility and fosters community connections.

Additionally, engage in employee advocacy programs if available at your company, as these can provide you with pre-approved, shareable content that aligns with your personal and professional goals

Engaging with others and staying consistent with your posting will help you build a solid personal brand. Ready to start creating content that gets noticed?

Download our free eBook for all the tips, templates, and strategies you need!

Strategy

By optimizing your profile, you create a strong first impression. By actively networking, you open doors to new opportunities. And by sharing authentic, valuable content, you position yourself as a thought leader.

The key to success on LinkedIn isn’t just about being present – it’s about being intentional. Whether you’re job hunting, growing your business, or simply looking to expand your influence – optimizing your profile, strategically building connections, and consistently sharing authentic, high-value content – will help you stand out in a crowded digital space.

And remember – your personal brand doesn’t have to stop at LinkedIn. Continue the conversation across multiple platforms to strengthen your presence and maximize your impact. 

Have any questions? Feel free to reach out!

To sum up