Master the 3-2-1 Rule on LinkedIn to Quickly Build Your Personal Brand

My fellow Inc. columnist Marcel Schwantes has long preached the power of LinkedIn for building your brand. Marcel explained to me, “Building a solid online presence on LinkedIn isn’t just about networking or selling—it’s about establishing credibility, thought leadership in your industry, and building a trusted community around your brand through the power of storytelling.” 

Building a personal brand on LinkedIn doesn’t have to feel overwhelming. The 3-2-1 rule provides you with a simple framework that has the power to transform your posting strategy from scattered thoughts into purposeful content that resonates with your audience. 

What is the 3-2-1 rule? 

The 3-2-1 rule breaks down your weekly LinkedIn content into three distinct categories: 

• Three pieces of industry-relevant content 
  Share insights, trends, or news that matters to your field. This positions you as someone who stays current and adds value to professional conversations. 
• Two pieces of personal insight 
  These posts reveal your unique perspective on business challenges, lessons learned, or professional experiences. They humanize your brand and help people connect with you beyond what your job title says on LinkedIn. 
• One piece of personal story  
  Share something more personal that still relates to your professional journey. This creates authentic connections and makes you memorable in a sea of corporate-speak. 

Why this formula works 

The rule works because it balances authority with authenticity. Your industry content establishes credibility. Meanwhile, personal insights and stories create emotional connections. This combination is crucial. People want to do business with those they know, like, and trust. 

Making it actionable 

Start by identifying your industry’s key topics and news sources. Set up Google alerts or follow industry publications to fuel your three weekly industry posts. For personal insights, keep a running list of workplace observations, challenges you’ve overcome, and lessons learned from failures. 

Sharing a personal story on LinkedIn often intimidates people, but it doesn’t need to be deeply intimate. Share a morning routine that boosts your productivity, a book that changed your perspective, or a favorite activity or hobby that teaches business lessons. The key is connecting personal experiences to professional growth. 

The compound effect 

Consistency beats perfection on LinkedIn. You may not be the most polished writer, but if you show up consistently with valuable content, that reliability will open doors you never expected. 

The 3-2-1 rule transforms LinkedIn from a broadcasting platform into a remarkably powerful relationship-building tool that costs you nothing but your time. Your personal brand will emerge naturally when you consistently share industry expertise, personal insights, and authentic stories. 

Start this week—your future network is waiting. 

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