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:
- Clarify what you want to be known for – Define your positioning before creating content.
- Be consistent – Colours, fonts, tone, and posting rhythm should remain stable over time.
- Show character – Infuse personality into your content without losing authenticity.
- Avoid chasing every trend – Only use trends if they align with your brand’s style and tone.
- 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.