Who's the brains behind your brand?

The people want to know your champion

Hello friends,

I don’t know about you but between Amelia’s and my offsite last week and this week’s crisp fall air, I’m feeling pretty ‘can conquer anything.’

Going to enjoy it while it lasts because as any entrepreneur knows — it’s a fleeting feeling.

This week we’re talking about raising the profiles of the brains behind your brand.

All hail the LinkedIn machine

I don’t think Amelia and I have ever taken a call where LinkedIn doesn’t come up. And that checks out. When done right, establishing a LinkedIn presence is one of the best things a climate tech company can do for its lead pipeline and brand.

But where to focus?

It’s not easy to grow a company page. In fact — it’s a slog.

There are multiple ways to grow an audience but today we’re talking about choosing a champion for your brand and growing their profile. The company page can then piggyback off their good fortune (*ahem* time, energy, and effort.)

Really though. You already know this: people want to hear from people.

And the LinkedIn algo is far kinder to individual profiles than it is to company pages.

So let’s get to it.

Choose your champion

Who you choose will depend on the unique skill sets and interests inherent to your team, but we generally recommend raising the profile of a founder (who tends to have the passion driving the org in the first place).

You might also opt to put the spotlight on a chief science officer or a key team member who’s already active with an audience on LinkedIn.

Refine your story

Think about what your champion’s story is in relation to the brand. (This is easy if your founder is serving as champion.) How does their unique experience and expertise help to position the brand as #1 in your vertical?

Develop a habit

Maintaining a regular LinkedIn presence is work — but it can be easier to mine your life for content than you might think.

What in your industry do you feel strongly about? What isn’t playing out quite as you expected? What are your thoughts on that whitepaper you read recently? How did you approach that big problem you solved last week?

Schedule regular check-ins

I can’t tell you how often Amelia and I speak with in-house marketing leads who tell us, “Our founder has a decent audience, but we just cannot get him to keep up a regular cadence of posting.” This is where outside writers come in.

We recommend regular check-ins so your writer can extract what’s going on in your champion’s brain and bring it to life in a format suitable to the platform. Monthly or even quarterly meetings are sufficient to do the trick.

This may be a simple task, but it’s not an easy one.

‘Thought leadership’ is an overused phrase these days. But the unique insights readers can’t find elsewhere — that only your champion can provide — will build trust with your growing audience and pre-sell them on the brand.