Establishing Your Professional Brand

As we move from the total virtual working world toward a new hybrid business model, the process of selling and connecting with clients has accelerated digital communications, social selling and networking. Recent studies show that 68% of business buyers prefer to use influencing channels to support their decision-making; they also prefer to transact on marketplaces. How do you establish your professional brand in this environment?

On June 21sr, 2021 WiTT partnered with Tricycle Europe to help our members and other women in tech address this question. Our event examined the core business principles that underline the new social selling process and discuss relevant digital tools for social communications. Tricycle’s experts demonstrated how you can maximise these tools to promote yourself and your business.

Here are a few highlights:

Sarah Loessner, Digital Business Consultant and Executive Coach with Tricycle, led the session. She was joined by her colleagues Monica Senefonte, Digital Business Consultant and Executive Coach, and Tanja Mihovec, Digital Business Consultant.

The webinar had three goals for participants:

  • understanding the fundamentals of the Social Space
  • positioning yourself as a female thought leader and trusted advisor
  • being less formal, but more personal and authentic!

There is no question that social media is becoming a more important communications medium for business. Tricycle describes this as an evolution from CRM to Social CRM. Social channels give us the opportunity to extend our existing approach to communication. It should be viewed as an add-on, not a replacement.

Sarah shared social media stats drawn from, among other sources, an article from the Oberlo blog: “10 Social Media Stats You Need to Know in 2021.”

A key point for our audience: 73% of marketers believe that their efforts through social media marketing have been “somewhat effective” or “very effective” for their businesses (Buffer, 2019). And customers are increasingly researching online before they buy.

Sarah noted that in 2019, the proportion of women in senior management roles globally grew to 29%, the highest number ever recorded. In 2020, this percentage remained the same. (Catalyst, 2020). However, only 24% of the persons heard, read about or seen in news are women. In global news coverage of COVID-19, only one in five expert sources consulted were women. (, 2021).

Why is it important that spend time on social media?

  • Online image
  • Maintaining our networks
  • Finding prospects
  • Making connections
  • Receiving insights
  • Some platforms are now B2B social gathering spots

LinkedIn is the leader here. There are more than 690 million LinkedIn users worldwide.

The next part of the session focused on improving our use of LinkedIn as a social media tool. Sarah asked how active participants are on LinkedIn right now. In our group, 50% used it “sometimes,” 40% use it every day; and 10% never use it.

Many of us didn’t know that LinkedIn offers a tool called the “Social Selling Index,” which will rank your profile and activity on LinkedIn based on how you share content, connect with people, and work on your brand. You can assess your own profile here:

There are 4 main pillars:

  1. Establishing your professional brand: how complete is your profile?
  2. Find the right people
  3. Engage with insights: sharing content and engaging with content. Commenting on posts, liking and sharing.
  4. Build relationships: how strong is your network?

The Social Selling Index shows where you may need to make improvements. The higher the social selling index score, the more relevant you are for LinkedIn, and the more visible you will be across the network.

Sarah then provided some pointers on how to create a good, authentic brand. She provided a number of useful tips for ways to improve the content of our profiles, as well as the look of the pages through the use of more visuals.

We should consider:

  • What is your unique competitive edge?
  • What value do you bring to profile viewers
  • What are some keywords you associate with your brand?

We also discussed how to become more of a thought leader.


Sarah’s top three tips were:

Start building your brand. Think about the topics and areas you want to be known by.

Complete your profile Tell your professional story and align your headline, about section and experience.

Include strong visuals Stand out by adjust your profile picture, background and Rich Media according to your brand.


About Tricycle Europe

Tricycle Europe is a leading provider of end-to-end marketing and sales support to companies all over the globe. Through our made-to-measure modern selling programs, we help marketing and sales-teams achieve optimal efficiency. Our core foundation enables us to scale up and down multiple projects at the same time.

For more information, please go to