Branded — "How to Build an Authentic Brand on LinkedIn"

I was the guest on the Branded podcast — we met at the Badass Business Summit in Fort Worth, Texas, and kept the conversation going on the show. I shared my LinkedIn journey, my approach to authentic networking, and broke my strategy into four key pillars.

Key takeaways

1. Transform your profile into a landing page: photo, compelling headline, and an about section covering skills, experience, and interests.
2. Engage with purposeful content: follow industry leaders, join comment conversations, grow connections organically.
3. Use a three-bucket content strategy: Scope of Genius (your expertise), Fascination (passions outside work), Window into Your World (personal, vulnerable side).
4. Network authentically and proactively: start meaningful conversations; LinkedIn makes maintaining relationships easier than traditional networking.
5. Businesses should encourage employees to build personal brands: it boosts visibility, culture, trust, and retention.

Key moments

These are the episode's chapter markers.

• 00:00 — Positioning yourself as a thought leader on LinkedIn
• 04:40 — LinkedIn's perception problem
• 09:35 — What belongs on LinkedIn vs elsewhere
• 12:08 — Why LinkedIn stays authentic
• 15:26 — Culture attracts talent and clients
• 16:41 — Empowering employees to build personal brands
• 22:01 — LinkedIn and AI
• 24:05 — The AI integration debate
• 29:11 — Engage with creators
• 29:48 — Building an engaged audience takes time
• 33:20 — Closing