June 2025 - The Mid-Year Brand Audit: What’s Working—and What Needs a Refresh?
We are halfway through the year—and if you’re anything like many of the professionals we work with, you’ve probably already sat through a performance review or two. But here’s the truth: external feedback is only one side of the story. Your brand is the other.
This month, we’re diving into a mid-year brand audit: a simple but powerful check-in on how you're showing up online, how you’re being perceived, and whether your presence aligns with where you’re headed next.
☀️ Why This Matters: Spring and early summer are peak seasons for job transitions and leadership promotions. But one of the biggest factors in whether or not someone gets promoted? Visibility. Research and articles from @Harvard Business Review have found that being known for your work is one of the most critical factors in advancement.
So the question is: How will they know unless you tell them?
✅ Step 1: Audit Your LinkedIn Profile
Your profile should be doing more than stating your title—it should be telling your story.
Here’s a quick checklist you can use to assess whether each section of your profile is optimized to reflect your strengths, elevate your visibility, and align with your next-level goals:
Banner image: Is it visually polished and on-brand? This is your digital billboard—use it to make a strong first impression.
Headline: Does it communicate your unique value—not just your job title? Make it specific, clear, and aligned with your personal brand.
About section: Are you telling a cohesive narrative about who you are, what you bring to the table, and where you’re headed—or is it just a list of past roles?
Featured content: Are you showcasing recent wins, media appearances, or thought leadership pieces that reflect your expertise and credibility?
Pro Tip: 80% of visitors to your LinkedIn profile won’t scroll past the top section—which includes your banner image, profile photo, headline, and the first few lines of your About section. This is your first impression, so make every word—and every pixel—count.
📝 Step 2: Refine Your Bio
Whether it’s on your LinkedIn profile, company website, or event speaker page—your bio should be more than a list of titles.
It should tell a cohesive story about who you are, what you do, and the unique value you bring. A strong bio highlights your experience, communicates your professional strengths, and gives readers a clear sense of your career journey and what you’re known for.
Use this mid-year moment to take a fresh look and ask yourself: Does my bio reflect who I am today—and where I’m headed next?
Here’s how to start:
Cut outdated language: Eliminate roles or phrasing that no longer reflect your current work or expertise.
Add recent accomplishments: Showcase projects, wins, or milestones that demonstrate growth and momentum.
Demonstrate your value add: What problems do you solve? What impact do you make? Make sure that’s crystal clear.
Tell your story with confidence: Weave your experience into a narrative that makes people want to know more—not just what you do, but why it matters.
A refreshed bio can unlock new opportunities. Make sure yours is doing the heavy lifting.
P.S. Be the Brand has a writing tool to help you craft your best bio. Reach out to snag it!
📊 Step 3: Track Your Engagement & Presence
If you’re posting on LinkedIn—but no one’s responding—don’t panic. Evaluate what kind of content has performed well in the last six months:
Which posts got the most likes/comments?
What format performed best—text, photo, carousel?
Did you post consistently or in spurts?
Once you spot the patterns, use them to inform your strategy moving forward. Ask yourself: What do I want to be known for in the next six months? Then, map out a few content ideas or themes that align with that vision.
But don’t stop there—this is just the beginning. Set a reminder to do this review again at the end of Q3. The more intentional you are with your content, the more your audience (and opportunities) will grow alongside your goals.
🧍♀️ Executive Presence = Clarity + Confidence + Consistency A common piece of feedback we hear from clients? “I was told I need to work on my executive presence.” But no one tells them how.
Here’s how to start:
Be visible: Comment, share, and post with purpose
Be clear: Stick to your brand purpose across platforms
Be consistent: Don’t disappear—build a rhythm that works for you
✨ Your Mid-Year Brand Moment You don’t need a complete rebrand—just a reset. Give your presence a 30-minute refresh this week. And if you want support, that’s what we’re here for.
Need a LinkedIn audit? A profile rewrite? A messaging tune-up? Let’s talk!
— Madeline Fetterly
Founder & CEO, Be the Brand Collective
