December 2025 - What 2025 Taught Us About Professional Branding

As we close out 2025, I've been reflecting on what this year taught me about professional branding and LinkedIn strategy. The question I hear most often from executives and leaders is always the same: "Okay, but how do I actually do this?"

So let's talk about it.

This year, my team and I worked with executives across industries (government affairs, nonprofit leadership, tech, healthcare, finance) to build LinkedIn strategies that actually work. We've seen what moves the needle, what wastes time, and what separates leaders who get noticed from those who stay invisible.

If you're planning to make 2026 the year you finally build your professional brand, here's what you need to know.

The Biggest Myths That Don’t Work

Before we talk about what to do, let's talk about what to stop doing.

Myth #1: Treating LinkedIn like a resume.

Your LinkedIn profile isn't a static document. It's a living, breathing representation of your expertise, and it should evolve as you do. If the last time you updated it was when you changed jobs, you're already behind. Your profile should reflect your current priorities, recent accomplishments, and thought leadership content. Think of it this way: if someone Googles you, does your LinkedIn profile show them the leader you are today, or the professional you were five years ago?

Myth #2: Posting without a strategy.

Random thoughts, motivational quotes, resharing articles with no commentary; none of this builds your brand. In fact, it dilutes it. When you post without intention, you train your audience to scroll past you. Every post should either demonstrate expertise, share insight, or spark conversation. If it doesn't do at least one of those three things, it's not worth posting. Your LinkedIn feed is prime real estate and every post is an opportunity to reinforce what you want to be known for. Don't waste space on content that could come from just anyone!

Myth #3: Waiting until you "need" visibility.

The time to build your brand is before you need it. We worked with multiple executives this year who came to us after being passed over for a board seat, missing out on a speaking opportunity, or realizing their team didn't see them as a thought leader. Don't wait until you're playing catch-up.

Myth #4: Thinking you can "set it and forget it."

Consistency beats intensity every time. One great post a week for a year will do more for your brand than posting daily for a month and then disappearing. Why? Because building a brand is about building trust, and trust requires showing up reliably over time. Your audience needs to know they can count on you to deliver value and not just when you're motivated or have something to promote. The LinkedIn algorithm also rewards consistent activity, meaning the more you post, the more your content gets seen. Think of it like going to the gym: sporadic bursts of effort won't get you results, but steady, sustainable effort over time will transform everything.

Successful Strategies That Do Work

Here's what we saw drive real results for our clients this year.

Strategy #1: Showing up consistently, even just once a week.

You don't need to post daily to build your brand. You need to show up reliably. Executives who committed to a weekly posting rhythm (same day, same time) saw significantly more engagement and profile growth than those who posted sporadically.

Strategy #2: Sharing perspective, not just facts.

Anyone can reshare a news article. But what's your take on it? What does it mean for your industry? What are you seeing that others aren't? We coached clients to move from "Here's an interesting article about AI in healthcare" to "Here's what AI in healthcare means for patient outcomes based on what I'm seeing in my work." That shift made all the difference.

Strategy #3: Engaging beyond just posting.

The executives who saw the best results weren't just posting content. They were commenting on others' posts, responding to their own comments within the first hour, and participating in industry conversations. Building your brand isn't just about broadcasting. It's about participating.

Strategy #4: Focusing on quality over quantity.

The goal isn't to reach millions of people. It's to reach the right people with content that positions you as credible, knowledgeable, and worth paying attention to.

Case Study: The Power of Consistency

One client, a nonprofit CEO, committed to posting every Thursday. No fancy production, no viral aspirations, just thoughtful insights about leadership, policy, and her industry.

Within six months:

• Her profile views increased by 140%

• She was invited to speak at two major conferences

• A board opportunity came through a LinkedIn connection

The secret was that she showed up every week without fail.

Looking Ahead to 2026

As we close out 2025, I'm reflecting on the leaders who made the commitment to show up this year. The ones who stopped waiting for perfect timing, perfect content, or perfect conditions. The ones who built their brands intentionally, consistently, and authentically.

Your reputation is being built whether you're managing it or not. The question is: are you shaping the narrative, or is it being written for you?

The leaders who win in 2026 will be the ones who show up, add value, and build their visibility intentionally. Here's to finishing 2025 strong and making 2026 your most visible, credible, and impactful year yet.

If you've been putting off building your LinkedIn presence, or if you've been posting without seeing the results you want, 2026 is your year to change that. Let's talk! → https://www.bethebrandcollective.com/

- Madeline Fetterly

Founder & CEO, Be the Brand