LinkedIn Personal Branding Services for Business Leaders

Onboarding and voice calibration

Each engagement starts with an onboarding conversation to understand the executive's role, industry, and communication goals. This is followed by a voice consultation, where the writer identifies patterns in how the person actually speaks and writes: phrases they use, positions they hold, and topics they tend to avoid. This calibration stage exists because the content is published under the executive's own name, so getting the voice wrong is a bigger problem than getting a single post wrong. A profile audit runs alongside this, checking the headline, About section, and existing posts against what the calibration call surfaced, and noting gaps between how the profile currently reads and how the executive wants to be perceived.

Content strategy and calendar

Once the voice work and audit are settled, the team defines content pillars, the two or three themes the executive will consistently post about, and builds these into a content calendar. The calendar assigns a format, such as a long-form post, carousel, image post, poll, or video, to each topic and date. The executive reviews the calendar before any drafting begins. Calendars are typically sent back when a proposed topic sits too close to a competitor's messaging, touches on something the executive isn't ready to comment on publicly, or repeats the same format too many times in a row.

Drafting

A writer drafts each post against its approved calendar entry, working from the voice notes established earlier rather than starting from a blank brief every time. The draft is built for its assigned format: a carousel is scripted panel by panel, a long-form post is structured for how people read on the platform, and a poll is drafted with the question and answer options together rather than as an afterthought.

Internal review

Before a draft reaches the executive, a second writer or editor checks it against the calibrated voice, confirms it stays within its assigned content pillar, and checks factual and professional detail, job titles, company names, dates, and any figures the executive has referenced before. A post that reads generic rather than specific to the person's experience is flagged and reworked at this stage rather than left for the client to catch.

Client review

The executive, or someone they've delegated to review on their behalf, checks each draft before it goes live. What typically comes back at this stage includes phrasing that doesn't sound like how the person would actually say it, a level of self-promotion that feels too forward or too muted, or a request to hold a post because the topic has turned sensitive since the calendar was approved. Anything that touches a contentious or public-facing issue is not published without the executive's explicit sign-off, regardless of what the calendar originally scheduled.

Scheduling and publishing

Approved posts are scheduled according to the calendar. Any engagement support that goes out under the executive's name, such as comment replies or outreach messages, follows the same voice notes used in drafting, so the tone stays consistent across everything published.

Review and recalibration

Performance on published posts is reviewed on a set cycle and used to adjust the following period's calendar, shifting which pillars get more attention or which formats get repeated. This review does not change how individual posts already published were drafted or approved; it only informs planning for the next cycle.