You know that scene in a mountain-climbing movie where the weather turns without warning? One moment it’s clear blue sky, next moment you’re negotiating snowstorms with a smile frozen on your face. Building a leader’s personal brand feels a lot like that. What starts out as a well-marked trail—objectives, content plans, a few high-spirited brainstorming calls—quickly reveals its own set of unexpected switchbacks.
Having spent over two decades as a writer and strategist, I can safely say that writing for leaders (and helping them show up as leaders) is rarely the “plug-and-play” project people imagine. In fact, the real climb begins after the discovery call. Here’s what no one tells you about the real work that goes into shaping a leader’s digital presence—especially on a stage as demanding (and fickle) as LinkedIn.
The Art of Mind Reading (It’s Not AI, It’s Real Life)
Let’s start with expectations. Most leaders are visionaries—they think in broad, sweeping strokes, moving quickly, living in meetings, and often making decisions in their minds long before anyone else is involved. So, when you ask, “What do you want your LinkedIn to stand for?” you might get an ambitious answer, or, more often, a polite shrug followed by, “Just make it better.” That’s it. Better.
Now, “make it better” is not a brief. It’s a sentiment. It’s the equivalent of saying, “Make me look interesting and influential, but don’t make me look like I’m trying too hard.” If you’re hoping for a neat PowerPoint with reference points and sample posts, set that aside. Here’s where copywriters and brand strategists become a curious mix of psychologist, ghostwriter, and, yes, mind reader.
Contrary to what some believe, generative AI can give you a first draft, but the magic happens when the subtext, the hesitations, the passing references to a leadership philosophy or a 6 AM run come together to craft a voice that sounds authentic. It’s not about turning every leader into a font of wisdom. It’s about finding what makes them relatable and real.
Content Calendars: The Most Ignored Asset in Your Toolkit
Here’s another backstage reality: the humble content calendar. In theory, it’s the backbone of a personal branding effort—a living document that organises ideas, schedules posts, and aligns with campaign goals. In practice, content calendars are often like that diet plan you bookmark but never open.
Assets are slow to arrive. Feedback comes in waves, if at all. And just when you think you’ve nailed the rhythm, a “Can we post this today?” message lands at 9 PM, turning your calendar into a piece of modern art—unrecognisable, but impressive in its chaos.
But cadence, once achieved, is gold. A flow develops between a leader and their content partner—a two-way street where ideas are exchanged freely, feedback is timely, and there’s room for spontaneous commentary alongside scheduled themes. When both sides invest, the calendar becomes an extension of the leader’s brand, breathing life into it. When ignored, it’s just another Google Sheet gathering digital dust.
The Psychology of Posting: It’s Still Social, Not the Senate
Leaders sometimes tend to forget that social media (professional platforms like LinkedIn), for all its reach and influence, is still social. It’s tempting to treat every post like an op-ed or a keynote. But, as much as the algorithm rewards expertise, it rewards engagement even more. The posts that travel furthest are not always the most profound—they’re the ones that sound like a real person is speaking, in real time.
Taking oneself too seriously is a surefire way to flatten engagement. The best personal brands on LinkedIn are those that present themselves authentically, with a healthy disregard for polish. It’s okay to share an opinion that isn’t fully formed. It’s okay to comment on a trend, or even poke gentle fun at yourself. The point is to be present, not perfect.
And if you want to play well with the algorithm? Here’s a thing or two that works right now:
- Tell a story, tag real people (with context), ask questions, and engage in the first hour after posting.
- LinkedIn’s current algorithm loves real conversations. Share a useful resource or a new perspective—don’t just echo what everyone else is saying.
- And if you’re running out of steam, take a break. The world will not end if you skip a Tuesday post.
Courage to Break the Mould (And Say Something Worth Saying)
If I had to pick one thing that separates memorable leaders on LinkedIn, it’s this: the courage to say something that isn’t already in the echo chamber. It’s not about chasing controversy or courting hot takes for the sake of engagement. It’s about drawing on your lived experience, being vulnerable, and taking a stand.
The posts that really build a brand are the ones where leaders stop worrying about sounding “correct” and start focusing on sounding honest. Sometimes that means sharing a failure. Sometimes it’s a quirky observation about the industry. Sometimes it’s simply being the first to admit, “I don’t have all the answers.”
As someone who has seen many personal brands blossom and others stagnate, I can assure you: the ones that rise above the noise are those that aren’t afraid to say what others won’t. Authenticity, mixed with a dash of humility, always trumps formulaic wisdom.
The Write Climb, Continued
So, what does it really take to build a leader’s personal brand? It takes curiosity, patience, and more than a little trial and error. It takes candour from leaders, and resilience from those crafting the words behind the scenes. It’s a climb, and the weather will change, but the view, when you get it right, is always worth the effort.
And if you’re a leader ready to break the mould but don’t know where to start, you know where to find us. We’ve made the climb a few times, and we’re always up for another round.
