Beyond the Likes: Why Your Leadership Brand Has More Reach Than You Think

Here’s something you don’t often see in the analytics: real-life conversations.

You post on LinkedIn. It gets a handful of likes. Maybe a comment or two. You move on.

And then, days later, someone says,

“I saw your post the other day - really interesting.”

“You guys seem to be everywhere at the moment.”

“Sounds like there’s a lot going on at your place right now!”

Not a like, not a comment - just a conversation starter. That’s when you realise: your content’s reach is far wider than the engagement suggests.

The Post That Starts the Conversation

That’s the real power of Leadership Branding. It creates a reason for people to talk to you - properly.

Instead of a passing “hi” at an event or a polite email reply, you’re suddenly into something more meaningful. Your post gives them a hook, a reason to start a conversation with substance. That moment of visibility online, sets the tone for trust offline.

So while the metrics might be modest, the impact is anything but.

Silent Observers, Loud Results

It’s easy to assume that only the people who engage with your content are the ones who notice it. But many are watching quietly. They’re reading, thinking, absorbing - without ever touching a like button.

These silent observers are sometimes the ones who matter most. Potential clients. Future collaborators. Decision-makers who aren’t ready to buy yet, but will be one day.

And when that day comes, they don’t go hunting through Google. They remember you. Because you’ve been showing up. You’ve been sharing insights. You’ve been building trust - post by post.

You’re Sparking Micro-Moments of Trust

Every time you publish something - a post, a comment, a thought - you’re not just filling a feed. You’re delivering micro-doses of trust.

Little moments that say:

“I know what I’m talking about.”

“I’m someone worth listening to.”

“You can trust me.”

These moments build up - they become powerful over time. They keep you at the forefront of a person's mind, even when you don’t realise it.

The Leadership Branding Advantage

Only 1% of LinkedIn users actively post content. That means if you’re sharing regularly, you’re already in a category of your own.

And while most traditional marketing tactics focus on who’s ready to buy right now, Leadership Branding is different. It’s about staying relevant to the 95% who aren’t looking just yet - so that when they are, you’re already the one they trust.

That’s not luck. That’s strategy.

Show Up Anyway

It’s tempting to second-guess the value of a post when it doesn’t go “viral”. But, virality is a distraction. What you’re really building is trust, memory, and momentum.

So post the thing. Share your thoughts. Tell the story.

Because the right people are listening - whether they show it or not. And when they next see you in a meeting, on a call, or at a networking event, don’t be surprised if they say:

“Hey, I read that post of yours the other day…”