How to Build a Solid Executive Brand on LinkedIn

man speaking about executive branding

Hi, I’m David Norcross, CEO & Founder of Lexicon, the website you are reading right now. Among other things, we’re an executive personal branding agency in Bangkok, Thailand.

I have over 20,000 connections on LinkedIn, mostly from here in Thailand. As a result, I often meet people at events who already know me, even though I have never met them in my life. That’s what Mark Scahefer describes in his book as being KNOWN.

Known was the first book of its kind “to teach you, step by step, how the most successful people focus their efforts, create a plan, and activate their personal brand in a measurable way.”

Obviously, there is business value in having a strong professional network. So what’s the secret?

Well, a couple of things.

Firstly, identify who your ideal audience is. LinkedIn makes it very easy to connect to people with your ideal target demographics. You can filter by location, job title and industry. So if you want to connect to every HR manager working in the automotive industry in Pattaya, what’s stopping you?

Secondly, I am very liberal with who I connect to. As long as they’re in Thailand and their profile isn’t too crazy, I will accept.

Many people are too cautious about who they accept on LinkedIn, which I think is a mistake. Treat LinkedIn like a networking event. You never know where your next piece of business will come from.

Another key area that most people miss is to connect to people you already know, clients, colleagues, leads, etc. It’s a great way to stay in touch and maintain maximum share of mind without having to do much.

A friend of mine equates every LinkedIn post view he gets to making a cold call to remind clients you are still around. And his posts, on average, reach thousands of potential clients every day. Do yours? Working with a video production agency in Bangkok might help.

Why is Executive Branding Important?

A recent study by Qnary unveiled some very interesting data from the pandemic and post-pandemic era.

The report stated that 93% of B2B marketers believe LinkedIn to be the most effective lead generation site, even if those leads are often indirect.

Perhaps more impressively, 64% of all traffic to corporate websites comes from LinkedIn.

So why does executive branding matter?

First of all, LinkedIn’s algorithm favors personal accounts over business accounts. And you can connect to whoever you want through a personal account, rather than the ‘opt in’ approach needed to get someone to follow your business page.

And just think about it for a moment: Doesn’t it feel much better to engage with a real face-having person than an abstract corporate logo?

That’s why, in the same Qnary survey, 65% of professionals said that they are more likely to buy goods or services from a business whose executives they follow online.

LinkedIn is the best B2B marketing tool that’s ever existed and you can do everything from the comfort of your desk. If you are too busy to worry about all that, outsource your executive brand to the experts at Lexicon. We’ll create a unique strategy for you, write all your posts, make creative videos and interviews with you, and connect you to your ideal target audience.

It’s worked for me, and we can make it work for you.


About the Author

David Norcross is an award-winning B2B marketing expert with over 15 years of experience in the industry. He’s the founder and CEO of Lexicon as well as the Chairman of the British Chamber of Commerce in Thailand Digital Marketing Committee.

Lexicon is an award-winning brand storytelling agency focusing on telling impactful stories for clients based in Thailand and South East Asia.


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