Your Brand Has No Feed Identity - Here’s How to Fix It

August 8, 2025

If your LinkedIn content appeared in someone’s feed with the logo cropped out, would they still know it’s yours? If the answer is no, your brand has a feed identity problem.

Feed identity is the visual, tonal, and topical consistency that makes your content instantly recognisable in a scroll. It applies to both B2B brands and individuals building a personal brand. It’s not just about looking good — it’s about being memorable and building trust over time.

The Core Components of Feed Identity

A strong feed identity combines:

  • Visual style: Consistent colours, fonts, shapes, and patterns that reflect your brand.
  • Tone of voice: The way you speak to your audience — whether that’s authoritative, conversational, or witty.
  • Topical authority: Sticking to defined content pillars, such as B2B marketing, sales, or leadership, so your audience knows what to expect.
  • Content format: From graphics to short videos, even your editing style can become a recognisable marker of your brand.

Good Content Comes First

A recognisable feed means nothing if the content itself isn’t valuable. The most effective B2B content pairs strong insights with a clear, consistent identity. Think of well-known creators or companies: you stop scrolling for their posts because you know they’ll deliver value.

Examples in Action

  • Pierre Herubel: Distinctive infographic layouts and formatting that instantly stand out in the LinkedIn feed.
  • Nick Brockman: A bold, consistent green colour palette and custom design work that make his posts unmistakable.
  • Richard Cook, Monzo: A casual, humour-led tone that perfectly matches Monzo’s brand personality, making their LinkedIn content easy to spot.
  • Notion: Consistent use of stylised illustrations and subtle brand elements in every piece of content.

Building Your Feed Identity

Whether for a personal profile or a company page, here’s how to strengthen your feed identity:

  1. Clarify what you want to be known for – Define your positioning before creating content.
  2. Be consistent – Colours, fonts, tone, and posting rhythm should remain stable over time.
  3. Show character – Infuse personality into your content without losing authenticity.
  4. Avoid chasing every trend – Only use trends if they align with your brand’s style and tone.
  5. Repeat your core messages – By the time you are tired of your own message, your audience is just starting to remember it.

Common Mistakes to Avoid

  • Changing visual style or tone too often.
  • Trying to please everyone and diluting your brand personality.
  • Posting content that has no link to your main positioning.
  • Overcomplicating content or overthinking every post.

Why Feed Identity Pays Off in B2B Marketing

In B2B marketing, there are often multiple touchpoints before a decision is made. A strong feed identity ensures every touchpoint reinforces your brand in the minds of your audience. It builds recognition, trust, and authority — and helps your content cut through even in a busy LinkedIn feed.

🎧 For more on how to create a feed identity that makes your LinkedIn content stand out, watch our B2B Shower Thoughts episode on YouTube or listen on Spotify.