C-Suite Network™

Strategic Brand Differentiation: Navigating LinkedIn’s Latest Update for Leadership Category Supremacy

In an era where digital presence is synonymous with professional influence, LinkedIn is the platform for expressing your leadership category supremacy. This year, LinkedIn is rolling out a feature that will make it easier for people to compare you with other leaders in your field (aka your competitors). These people will ride on your digital coattails, appearing on the right side of your profile. The LinkedIn feature “People Also Viewed” did this in the past, but savvy users could turn the feature OFF. In this next evolution, there will be no option to disable the appearance of comparators, and LinkedIn’s AI capabilities will choose those who appear.

The impending update raises the stakes. Now, more than ever, strategic online brand differentiation isn’t just advisable; it’s imperative.

Strategic Personal Branding Online in the LinkedIn Era

It takes effort to stand out on LinkedIn. Your LinkedIn profile needs to articulate not just where you’ve worked and what you’ve accomplished but also who you are as a leader. It must weave a compelling narrative of your leadership journey. Clarity and distinction in your brand are essential when your next opportunity might come from someone viewing your profile alongside your competitors. Here’s what you need to do:

  • Create a headline that goes beyond your position title. Tell us about how you make a difference.
  • Craft your narrative in your About section, writing in the first person. Share your purpose, passion, and principles. Tell us your back story. Authenticity not only differentiates you from your competitors but also builds trust with your audience.
  • Engage your visitors visually. Use high-quality images and videos that align with your professional brand. A professional headshot, custom banner image, and multimedia in your Featured and Experience sections can transform your profile from standard to standout.

Navigating Competitive Visibility

Establishing a distinguished leadership brand on LinkedIn demands consistency, strategic content creation, and engagement. You should:

  • Share your thought leadership by regularly publishing articles and posts that reflect your insights on industry trends, challenges, and innovations. This showcases your expertise and keeps your profile active and engaging to visitors.
  • Participate in relevant conversations, engaging online with interesting content and people. Paying attention to people is a natural way that people nurture relationships.


The introduction of LinkedIn’s latest feature underscores the need for strategic brand differentiation more prominently than ever before. Your leadership journey is unique; let your LinkedIn profile and interactions online reflect that. Embrace this opportunity to refine your brand, articulate your unique value, and lead with distinction.


If you’re seeking personal branding and LinkedIn support, visit my website for tailored assistance. C-suite and senior leaders can benefit from personalized executive brand coaching and done-for-you profiles. I also offer an affordable online course and a #1-best selling book. 

With over a decade of experience, I’ve assisted numerous C-level and senior executive clients in leveraging LinkedIn to initiate conversations, impress customers, and attract their ideal opportunities. Recognized by The American Reporter as one of the Top 6 Personal Branding Experts, I’ve authored a #1 best-selling book, LinkedIn for the Savvy Executive-2nd Edition. It has earned BookAuthority’s Best LinkedIn Books of All Time award, gold status in two categories from the International Book Awards, and a spot among the Top 100+ Best Business Books by The C-Suite Network.

Let me guide you in exploring your brand pillars, crafting your brand story, and differentiating you powerfully using this essential business tool.

Conduct your due diligence on my website and LinkedIn profile, then reach out for a complimentary Executive Discovery Call.

Carol Kaemmerer

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