Many marketers talk about building a personal brand but freeze when it’s time to start. The truth is, if you don’t shape your own presence online, the internet will do it for you, and it might not get the story right.
When I sat down with Nicole Ramirez, Growth Marketing Consultant at NR Digital Consulting, we talked about what it really means to “own your story.”
After being laid off from Forbes, Nicole had a realization that hit home for many of us: after years of building brands for others, she’d never built one for herself.
Taking ownership of her LinkedIn profile changed that. Within months, her mix of marketing insight and personal storytelling led to consulting work, speaking gigs, and a new agency role.
Why Your LinkedIn Brand Matters More Than Ever
Whether you post weekly or haven’t touched your profile in years, your online presence still tells a story. Nicole puts it simply: “You already have a personal brand. Are you in control of it? Is what the thing is.”
That headline and photo? They set the tone for every recruiter, partner, or client who looks you up.
Most people run a quick Google search before they even schedule a call. And since LinkedIn is public, it’s often the first thing they find.
Personal branding gives you control over what people see about you and helps you decide what parts of your story you want to share. This control can bring more career security, open doors, and build new opportunities.
Step 1: Audit Your Digital Footprint
Type your name into Google and review your LinkedIn profile, it’s the simplest way to see what others see first. “One of the first things I do with my clients is I do an audit of their profile. So when someone does see their content and they go, ‘Hmm, maybe I wanna follow that person’. What are they seeing? What are you putting out there?” says Nicole.
As you review your LinkedIn, focus on these key areas:
- Profile image: Does it still look like you? Choose a recent, professional photo that feels approachable.
- Headline: Go beyond your job title. Be specific about what you do and who you help.
- Experience: Highlight roles and details that support your current goals. Remove anything outdated or irrelevant.
- About section: Is it current, accurate, and written in your own voice?
- Visitor perception: When someone lands on your profile, do they instantly understand what you do and why they should connect with you?
“You are already putting yourself out there as a brand,” Nicole explains. Take control of what others see and make your first impression count.
Step 2: Define Your Content Pillars
If you scroll through strong LinkedIn profiles, you’ll notice they circle around a few consistent themes or content pillars. Nicole suggests writing down the skills, experiences, and questions people ask you most. Writing everything down helps you spot the topics you actually care about.
Ask yourself:
- What topics do people regularly seek my advice on?
- Which parts of my work or journey make me light up when I talk about them?
- What unique perspective or story can I share that others in my field might not?
- Which themes connect most naturally to the opportunities I want next?
Choose three or four topics you’d actually enjoy posting about regularly. Nicole chose marketing expertise, career stories, and humor. Add a few personal sub-themes. Maybe you love coffee, travel, or parenting. Small personal details make posts more relatable.
Nicole says, “You don’t have to be everything to everyone. Pick the parts of yourself you want to share.” Clear pillars keep your content focused and make you memorable.
Let your pillars change as your brand and audience grow, reflecting your interests.
Step 3: Show Up Authentically, But Strategically
You do not have to put your whole self out there or try to be everything to everyone. Nicole encourages people to “put the parts of you out there that you want people to see.” Choose what feels right and authentic for you.
Mix your story, expertise, and personality in your posts. Nicole brings humor and real stories from her life: “If you get me on camera or you give me a mic, I think I’m a comedian and I start going off.” Whether you share a quick lesson, a career win, or a funny parenting moment, let your voice come through.
Use hooks, relatable stories, and a little humor to draw people in. The best posts feel genuine, not forced. Nicole reminds us, “Show up as your authentic self. And I know people say that so many times and you get an eye roll, like, yeah, okay, be my authentic self, but I truly mean it.”
Step 4: Build Connections, Not Just Followers
Sending connection requests is easy, building real relationships takes a different kind of effort. Nicole said, “There are creators and there are contributors.”
True influence starts with thoughtful engagement. Comment on posts, share insights, and support peers. That activity shows who you are, even if you do not post daily.
Ten meaningful conversations beat a hundred empty connections. Connect with people who share your interests or career goals.
Nicole explained, “I was intentional about it. I wasn’t just spamming, I was literally, ‘Where are the marketing executives? Who are people that might be my clients?’”
Intentional outreach builds trust and opens new doors. The best opportunities often come from real relationships, not just a follower count. Focus on building a network that reflects your values and ambitions.
Common Pitfalls and How to Avoid Burnout
Begin at a pace you can realistically maintain. You do not need to post every day. Try once or twice a week and engage on posts you like.
Avoid rage bait or inauthentic topics just to get quick attention. That kind of energy will drain you and attract the wrong crowd. Focus on what you enjoy and batch ideas when you can.
If you need a break, take one. Reuse content that works. Most of all, remember to keep things sustainable so you can keep showing up.
Start Owning Your Brand Today
You don’t need a full strategy to start, just a few intentional updates. Begin by cleaning up your profile and picking 3-4 clear content pillars. Speak in your own voice. Share stories that sound like you. Connect with the people who get it.
You don’t need to post daily, just enough to stay part of the conversation. Start today with one update or comment that reflects who you are and what you want to be known for. Your expertise deserves to be seen.
Listen to the full episode for more of Nicole’s story and insights.
