How to Build a Strong Corporate Identity on LinkedIn: A Step-by-Step Guide

Hi there,

As summer fades and autumn arrives, it's a great time to reflect on your business's growth and strengthen your corporate identity.

Corporate identity is more than logos – it's about showing your values and mission across all platforms. On LinkedIn, a clear identity helps you stand out, build trust, and connect.

Ready to create yours? Let's make it happen! 🚀

“I utilize LinkedIn as a key platform for networking and collaboration. From a brand awareness perspective, it offers an opportunity to develop an authentic narrative that aligns with our objectives. A well-constructed LinkedIn presence is a vital component of reputation management, helping to build trust, foster collaboration, and enhance communication and engagement within my network. By utilizing LinkedIn’s tools – such as company pages, thought leadership content, and employee advocacy – I can maintain a strong brand presence for networking and communication. All an essential ingredient for our business.”

Frank Marr , Marketing, PR & Business Development at Rakdog

STEP 1: Define your brand’s core values and messaging 💎

Get clear on your brand. Start by figuring out what your brand really stands for – your core values should drive all your LinkedIn posts and interactions. Think about what message you want to send to your audience. Make sure your messaging is clear, consistent, true to your values, and represents the brand’s mission. This will help create a strong, unified voice on LinkedIn that resonates with your audience.

Things to consider:

📌 Which people will read your posts? It’s crucial to determine who’s your target audience and align other aspects to it.

📌 How do you want your brand to be remembered? With which themes & topics do you want to be related?

📌 Which 3 keywords describe your brand the best?

📌 Your brand’s tone of voice – what is it? (Restrained, brave, emotional & etc.)

Defining these elements ensures your LinkedIn presence aligns with your brand and resonates with your target audience.

STEP 2: Visual branding on LinkedIn 🎨

Create and Use Visual Elements. Visual branding on LinkedIn includes your company logo, cover images, and other graphic elements that represent your brand. Your logo should be simple, recognizable, and versatile enough to be used across different LinkedIn assets. The cover image on your company page should reflect your brand’s identity, whether it showcases your products, services, or company culture. Use consistent brand colors and typography in all visuals to reinforce your corporate identity.

STEP 3: Optimize your LinkedIn company page 🔧

To create a compelling LinkedIn company page:

• Craft a clear description: explain who you are, what you do, what makes you unique, and what value you bring to your audience.
• Use relevant keywords: improve your visibility in searches.
• Complete all sections: include specialties, industry, and company size for a full business profile.
• Make the headline memorable: "Only 20% of people will read beyond the headline" ( Leading Expert ). To stand out in your LinkedIn headline, you must use keywords and an attention-grabbing statement. Otherwise, you won’t appear at the top of LinkedIn search results and won’t capture your readers’ attention.
• Keep descriptions concise: communicate effectively and simplify complex information. The LinkedIn profile “About” section is one of the first things people see when visiting your profile. It's where you define your brand and position yourself as an expert in your field. Don’t forget to add a CTA at the end – how to contact you!

Your messaging should differentiate your company, align with strategic goals, and present a professional image to attract the right audience.

STEP 4: Align employee profiles with corporate identity 👨💼

Ensure consistency across profiles: employee profiles should reflect the company’s brand and values. Encourage your team members to use professional photos, include your company’s name in their headlines, and align their personal summaries with the company’s messaging. This not only strengthens your brand’s presence on LinkedIn but also helps in creating a cohesive and professional image when employees engage with content or interact with others on the platform.

“Besides official LinkedIn profiles, Invest Lithuania has both a curated ambassadors program and a group of spontaneous expert communicators. LinkedIn capabilities allow us to complement corporate messaging with a focus on our values, employer value proposition, and strategic direction. I think successful integration of employee voice requires proper training on tone of voice, brand application, and platform intricacies. Guidelines, direction, and consulting empower colleagues to be braver and go in the same direction.”

Gabriele Bubokaite , Internal Communication and Employer Branding Project Manager at Invest Lithuania

STEP 5: Content strategy and posting guidelines 📖

Build a consistent content calendar. A solid content plan is essential for staying active and engaging on LinkedIn. Set up a calendar that details what you’ll post, when you’ll post it, and who’s in charge. Mix it up with different types of content – like articles, posts, and videos – that match your brand’s voice. Regularly posting keeps your audience interested and reinforces your brand identity.

“Core values and corporate culture are key ingredients when building an identity. One example of this is, supporting employees to use their voice as thought leaders. This approach allows employees to showcase their expertise and increase their personal branding. This fosters greater trust in both in-house knowledge and the product. By empowering employees to speak directly to the market, we strengthened the connection between our brand and consumers.”

Lay kuen Y. , Head of Community & Referrals at MailerLite

Learn more about:

• Building relationships through interactions
• Measuring and optimizing performance
• Examples of successful corporate identities on LinkedIn
• How Linkedist workshops can help

Read the full blog post here.

FREE LinkedIn Marketing Strategy eBook

Learn how to maintain an active and engaging presence on LinkedIn with our FREE eBook. 

Outline what you'll post, when you'll post it, and who's responsible. Diversify your content with articles, posts, and videos that align with your brand's tone. 

Regular posting not only captures your audience's attention but also strengthens your brand identity. Get a FREE copy here.