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

Building a strong corporate identity is essential for any company looking to establish a unique and memorable presence. Your corporate identity isn't just about logos and colors – it's about conveying your values, culture, and mission consistently across all platforms. This is especially important on LinkedIn, the largest professional networking platform in the world. A well-crafted corporate identity helps you stand out, build trust, and connect authentically with your audience. Let’s create your corporate identity together! 🚀

Corporate identity is the way a company visually and verbally represents itself to its audience. It includes key elements such as the logo, brand colors, typography, and tone of voice. These components work together to create a consistent and recognizable brand image that resonates with customers, partners, and employees. A strong corporate identity not only distinguishes a company from its competitors but also communicates its values, culture, and mission.

This diagram highlights the connection between corporate identity and visual identity, showing how they work together to shape a brand's overall image. Corporate identity includes broader elements like values and communication, while visual identity focuses on tangible aspects like logos and design. Together, they create a cohesive brand perception.

What corporate identity is

LinkedIn is all about making strong first impressions.

 A solid corporate identity helps you:

1️⃣ Stand out and build trust.

2️⃣ Make your brand memorable to top talent, clients, and partners.

3️⃣ Showcase your company's values and culture.

Now, let’s take a look at how to develop your corporate identity on LinkedIn. ⛳

"I utilise 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 utilising 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.

Real-life examples of great visual branding:

Linkedist had the opportunity to create content for Cloudvisor, an Advanced Tier AWS partner rooted in the Baltics and operating globally. Cloudvisor’s visual branding is not only eye-catching but also highly consistent and recognizable.

Over the course of one year, Cloudvisor's collaboration with Linkedist led to impressive results: they gained over 1,000 new followers and achieved nearly 400,000 impressions.

Step-by-step guide to developing your corporate identity on LinkedIn

WhiteBridge.ai - another one of our clients that had a visual makeover. 🖌 We started by refining their existing brand elements, including colors and logos, and created a detailed brand guideline page. This ensured a cohesive and professional look across all their LinkedIn posts, website and other marketing materials, and will help them with future projects as well. Check out Whitebridge.ai case study here!

Nord Security effectively creates a professional image by ensuring that both company and employee profiles align with their visual branding guidelines.

Each profile features consistent cover photos and matching color palettes, reinforcing a cohesive brand identity. The headlines are compelling, and the posts maintain a consistent theme, further strengthening their brand presence. By keeping a unified look and feel across all profiles and content, Nord Security builds trust and reinforces its reputation as an industry leader.

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.

The 4:1:1 rule – for every six posts:

Step 6: Engage with your audience 🙋‍♀️

Build relationships through interaction. Engaging with your audience is crucial for building relationships and enhancing your brand’s visibility. Respond to comments on your posts, participate in discussions in LinkedIn groups, and interact with content from others in your industry. This not only helps in building a community around your brand but also positions your company as approachable and invested in its audience.

Get your free LinkedIn Marketing Strategy eBook here 👉

Step 7: Analytics and continuous improvement 📈

Measure and optimize performance. Regularly review LinkedIn analytics to measure the performance of your content and overall brand presence. Track key metrics such as engagement rate, follower growth, and profile views to understand what’s working and where improvements are needed. Use this data to make informed adjustments to your strategy, ensuring continuous improvement and growth of your corporate identity on LinkedIn. Tools like Whatagraph are great for measuring the performance of your LinkedIn.

Employer branding professionals on integrating employee voices on LinkedIn:

“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.”

— Gabrielė Bubokaitė, Internal Communication and Employer Branding Project Manager at Invest Lithuania

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" (@copyblogger). 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.

“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 Yee, Head of Community & Referrals at MailerLite

💡 For more insights on building a strong corporate identity on LinkedIn, check out a recording of our insightful audio event! 

Case studies

Examples of successful corporate identities on LinkedIn 🏆

Clear and consistent messaging is key to a strong online presence. Hostinger and Oxylabs.io excel in this by clearly articulating their missions. These clear messages help define their brand identities and engage their audiences.

Hostinger – Everyone can unlock the power of the internet, and we are committed to making this happen.

Oxylabs – We're on a mission to empower businesses of all sizes with the priceless resource of publicly available data.

To maintain an engaging LinkedIn presence Hostinger and Oxylabs.io post regularly on a variety of topics like industry trends, company achievements, real-life updates, and occasional promotions. Both company and employee profiles are optimized and consistently branded to strengthen the professional image.

Gi Group Holding on LinkedIn

Gi Group Holding is a Global Ecosystem of integrated HR Services that aims to evolve the Labour Market by creating sustainable social and economic value, building an enjoyable work environment, and making People's lives better.

Here’s how they use LinkedIn:

• Company news and updates.

• Job openings: promoting positions across countries.

• Industry insights & reports: sharing articles and blog posts from leaders and brand ambassadors in recruitment.

• Employee stories: showcasing testimonials from staff about their experiences.

• Company culture: highlighting team moments, events, values (Care, Passion, Innovation, Sustainability), and work environment.

Linkedist workshops are designed for businesses that want to:

• Sell effectively through LinkedIn.

• Improve their LinkedIn pages.

• Empower employees to create engaging content.

• Launch ambassador programs.

Many companies are eager to use LinkedIn more efficiently but don’t know how to get started. Our workshops bridge that gap with tailored, hands-on training.

Tailored solutions for corporate identity development

Every Linkedist workshop is customized to each company's specific needs. We adapt the content to align with your business goals – whether it's sales, branding, or employee engagement – providing practical solutions that can be immediately applied.

Hands-on learning and practical implementation

Our workshops offer interactive learning with real-time feedback. From profile reviews to 1-on-1 consultations, we ensure participants leave with a clear strategy and actionable steps. Participants also receive guides, licenses to course materials, and follow-up resources for continuous learning.

Linkedist has consulted over 275 companies and held over 400 workshops.

If you need more guidance, check out how Linkedist can help you elevate your LinkedIn game to the next level here.

And if you’re not convinced how companies can transform after a workshop, check out our case study on workshops right here.

How Linkedist workshops can help

When it comes to leveraging LinkedIn for business growth and brand consistency, NFQ turned to Linkedist for expert guidance. As a global digital innovation company, NFQ needed a unified presence on LinkedIn to better reflect its cohesive corporate identity across different regions.

What we did:

• Successfully merged several NFQ LinkedIn accounts into one, consolidating NFQ Asia and NFQ Thailand with the NFQ Group. Here’s the unified page: NFQ LinkedIn.

  • The merge was done by contacting LinkedIn support.

  • Transferred followers and employees.

  • LinkedIn rules – records and ads from the merged accounts were not retained.

  • Finality: once merged, the pages cannot be recreated.

• All followers and employees are now part of one cohesive page. The merge made NFQs corporate identity stronger and more recognizable.

Building a strong corporate identity on LinkedIn is an ongoing process that requires planning and consistent effort. With the right strategies and resources, businesses can effectively communicate their brand values, connect with their audience, and achieve their business goals.

Linkedist workshops offer valuable support in this journey, ensuring that companies not only establish a strong presence on LinkedIn but also continuously evolve and grow in this dynamic platform.

If you wish to ask any questions, don’t hesitate! Reach out through a button below.

PS: Please note that insights shared in this blog post are based on our experience in the field.

Let’s wrap it up!