Guide to building a brand identity on LinkedIn

It's not easy to build a brand identity on LinkedIn, but we have two tricks of the trade to share with you that we think will help you on your way

LinkedIn might not be the first platform that comes to mind when you think, “creative B2B marketing,” but the reality is this: more than a billion professionals use it to connect, share ideas, and yes — even engage with — brands. That’s why B2B companies are doubling down on LinkedIn. It’s no longer just a digital resume hub. It’s a powerhouse for brand building, thought leadership, and community.

To truly stand out, B2B brands need a blend of strategy, creativity, and authenticity. And a surprising amount of patience and grit, considering it's "just" posting on the internet.

In this article, we're going to focus on two distinct ideas that we believe are essential to mastering if you want to grow your brand on LinkedIn. The first concept is what we call scrollable notoriety. The second is your zone of excellence. You don't necessarily have to learn them in this order, but you do need to learn both of them to have success on LinkedIn. In our humble opinion as a LinkedIn advertising agency.

Tactic 1: Scrollable notoriety

Your visual identity should make your brand instantly recognizable on the feed on a subconscious, a concept we call "scrollable notoriety". In an ideal world, your audience would read all of the words you put out into the world. But it is not an ideal world that we're living in.

The easiest way to make yourself instantly distinct is with a strong visual brand identity, but most people will have to go beyond that. Here are three ways that we see our clients have success with building a cohesive LinkedIn presence:

Uniform brand colors

The best way to make yourself superficially recognizable on LinkedIn is by using a unique color palette. Cybersecurity company Wiz is a really good example of a brand that does this effectively. There is nobody else on the market who is really using the same color palette, so it doesn't take a long pause to recognize a post as one of theirs.

Wiz Creative Uniformity GIF

Designated film spots

If you use video on LinkedIn (which we're always going to suggest you do, for engagement's sake), we recommend using a designated filming spot. This will help viewers register that a video is coming from your brand, even if they aren't listening to the script.

ClickUp does this well (although we'd be remiss to not also mention how funny and well-written their scripts are!) 


Characteristic vocabulary

Every company should have a tone and voice guide (something similar to this one from Mailchimp), but we believe there is room to take it even further. We've seen the most success from brands that don't just adopt a certain tone, but deliberately choose specific words and topics that help them stand out in a sea of bland, AI-generated content.

Duolingo is a great example of this. Having a sassy mascot who says unhinged unpredictable things is one thing, but killing him off for the bit? That's a stunt that Duolingo can only pull off because they've built such a strong brand identity. And guess what — it got people talking, so this means it worked for them.

Tactic 2: Zone of Excellence

Just like a person has to engage in self-discovery to find what they uniquely are good at, brands have to do some soul-searching too. It's only when you've figured out your reason for existencethat people will listen. The best brands on LinkedIn know exactly what they bring to the table and they stick to it.

We call this "reason for existence" your Zone of Excellence. It’s that sweet spot where your expertise, audience needs, and unique perspective intersect. It’s the thing you’re known for, the thing your team can talk about in their sleep, and the thing your audience starts to expect from you.

Maybe you’re the go-to brand for sales insights. Or UX design trends. Or mental health in the workplace. Whatever your zone is—own it. Don’t try to be everything to everyone. Be the best at your thing. And share graciously. Take your industry knowledge and give it away. You might be surprised at how magnetic of a strategy this is.

The most memorable brands post within their lane and explore it from every angle. Sometimes serious, sometimes playful, sometimes unexpected. But always consistent.

It's only when you've figured out your reason for existence that people will listen.

To also keep in mind while brand-building

Organic vs. paid

If you want to get the most out of LinkedIn — use both.

Organic content helps build trust, shape brand voice, and grow a loyal following. It’s where people start recognizing your tone, engaging with your stories, and forming a connection.

Paid content, on the other hand, is a great option for brands who are just starting out and just don't get a ton of natural reach. You can use your paid strategy to complement your organic one by promoting top-performing posts to dream personas.

People want to hear from people

People don’t want to hear from brands. They want to hear from humans.

That’s why LinkedIn content from companies works best when it feels like it’s written by an actual person, not a committee.And while not every B2B brand needs to be cracking jokes, every brand does need to bring value. That could mean:

  • Educational insights (what do you know that your audience doesn’t yet?)
  • Behind-the-scenes peeks (show, don’t tell)
  • Opinionated takes (yes, please have a point of view!)

Lean into your zone of excellence here! Just because it's right for another company, doesn't mean it's right for you and your audience. This is true even if it's a competitor.

LinkedIn ≠ Instagram ≠ TikTok

This one’s important: LinkedIn is not Instagram (and it’s definitely not TikTok).

It’s still social media, but the audience is here to learn, grow, and network. That doesn’t mean boring—it just means your content should meet them where they are.

Instead of posting overly polished lifestyle content, focus on:

  • Thoughtful threads or carousels
  • First-person storytelling
  • Data-driven insights
  • Real talk about industry challenges

You can be funny, bold, visual—but stay rooted in your professional “why.” If someone learns something, feels seen, or walks away with a new perspective, you’re doing it right.

Playing the long game

Let’s talk rhythm. You can’t show up once a month and expect to build momentum.

Most of the top B2B brands on LinkedIn post multiple times per week, sometimes even daily. That doesn’t mean you need to spam the feed—but it does mean you need a steady cadence. And more importantly, you need to show up with the same voice each time.

Whether your tone is educational, witty, heartfelt, or all of the above—keep it consistent. Over time, your voice becomes part of your brand identity. It’s what turns casual scrollers into followers, and followers into fans.

Also: give it time. LinkedIn success is a long game. If your first few posts flop, great—you’ve learned something. Keep showing up, keep refining, and keep adding value.

LinkedIn isn’t just where your audience exists. It’s where they’re paying attention. In today's hyper-saturated world where everything is competing for our attention, that's huge potential! If you meet them your audience with creativity, clarity, and a little personality, chances are they’ll meet you back.

By: Team Abe

Related guides

Liked this guide? See what we have to say about other LinkedIn ad types.