What to avoid when super-charging your brand on LinkedIn

Over the years, I’ve advised clients, from solo consultants to multinational leaders, on shaping their digital presence. Time and again, I’ve seen the same missteps hinder progress. If you want to really super-charge your brand on LinkedIn, avoid these common pitfalls that can quietly sabotage your efforts.

Mistaking activity for impact

It is easy to get caught up in the rhythm of posting for posting’s sake. Daily updates, polls, connection requests: it all looks productive. However, visibility without value is noise. The goal is not just to be seen but to be remembered.

Ask yourself: Is this post helping someone? Is it grounded in something real, an insight, a practical takeaway? True influence on LinkedIn is earned through clarity of thought and sharing what you have learned, not how much you have posted.

Chasing trends, losing voice

Yes, AI is changing the game. Yes, hybrid work is here to stay. But do you really need to add your voice to every trending topic? When your content constantly shifts with the tides, your brand becomes unmoored.

Instead, double down on what you know best. Whether it's financial due diligence, sustainable supply chains, or multilingual negotiation, make it your cornerstone. A brand rooted in authenticity and expertise will outlast any algorithm.

Treating LinkedIn as a broadcast channel

Too many use LinkedIn like a loudspeaker: post, promote, repeat. But true engagement happens in the comments. Influence isn’t declared, it’s co-created.

Engage with other people’s ideas. Ask thoughtful questions. Contribute to debates. People don’t remember who posted the most, they remember who listened best.

Skipping the storytelling

We all love a polished success story. But what sticks in the mind is the messy middle – the wrong turns, hard choices, and moments of doubt. When you share the story behind the achievement, you allow others to connect with your journey.

Data points inform. Stories transform. If you want to be relatable and memorable, ditch the jargon and speak like a human who’s been there.

Ignoring your digital aesthetic

First impressions are still visual. A blurry photo or an empty banner can undermine even the strongest message.

You don’t need to be flashy. Choose visuals that reflect your values. Your profile should feel like an open door, not a closed file.

Forgetting it’s a community

You’re not on LinkedIn for you. You’re here for them – your clients, your future collaborators. Celebrate their wins. Share their work. Ask how you can help.

The most powerful brands aren’t the loudest, they’re the most connected. If you want to grow your brand, grow your network: not just in numbers, but in meaning.

Being vague about your value

“I help businesses thrive.” Do you? How, exactly? With what results? Vague value propositions don’t inspire action.

Be specific. Be proud. Share case studies, testimonials, and tangible outcomes. If someone lands on your profile or post, they should leave knowing precisely what you do, and why it matters.

Final thoughts

Super-charging your brand on LinkedIn isn’t about shouting louder. It’s about showing up smarter, with purpose, with personality, and with a genuine desire to contribute. Avoid the vanity traps, trend spirals, and empty gestures. Instead, aim for connection, clarity, and consistency.

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Raf Uzar heads marketing, communication and development at law firm Penteris and is a member of the UK's Chartered Institute of Marketing.