I am building up a writing/ coaching practise around financial freedom, at the same time as growing and maintaining my Sales Agent business. The issue was how to multi-brand myself on my LinkedIn profile?
I can have both brands on my LinkedIn profile, but the key is to structure it in a way that makes sense and doesn’t confuse my audience. Here are the options on how to multi-brand yourself effectively.
1: Position Yourself as a Multi-Passionate Professional (One Profile, Two Focus Areas)
Positioning yourself as a multi-passionate professional, means that you do not separate the various roles, but brand yourself as a someone who as multiple facets. For instance, here, I would highlight both my automation consulting and financial mindset coaching under a broad personal brand.
Headline
An example headline on LinkedIn would be:
Helping Beverage & FMCG Companies Optimise Production & Logistics | Financial Mindset Coach for Professionals & Entrepreneurs
About Section
In the About Section, I can expand on this:
I specialise in two key areas: helping businesses optimise operations through automation and logistics solutions, and coaching professionals on building a strong financial mindset. Whether it’s streamlining production processes or overcoming financial barriers, my goal is to help individuals and companies operate at their best.
Where the Multi-Passionate Professional option works well
The Multi-Passionate Professional option works best if you plan to promote both roles equally.
The other thing to think about is if you’re comfortable with having two distinct audiences seeing both roles. If you plan to have a strong personal brand, then this can overcome the fact that some of your audience might not be interested in some facets of your offer.
Disadvantages
In my situation, the potential downsides are that it might dilute my message for corporate clients looking for automation expertise. They may not take me as seriously.
2: Multi-brand with Two Separate LinkedIn Profiles
If you have two roles and you want to keep them both completely separate, you can create a second LinkedIn profile under a different name variation (e.g., [Your Name] for Financial Coaching).
Having two separate LinkedIn profiles works best if:
- Your audiences don’t overlap (e.g., CEOs buying automation solutions vs. individuals seeking financial coaching).
- You want to maintain a focused, professional image in both spaces.
However, the downside of having two separate profiles is the that you will have to manage both profiles at the same time, which can be time-consuming. There is also the potential for mixing the two up and posting the wrong information on the wrong profile.
3: Keep One Profile but Use a Company Page for One of the Roles
With this option, you can keep your main LinkedIn profile focused on your main business role or the one where most people know you from. In my case this is my automation consulting business. I have therefore created a separate LinkedIn Company Page for my financial mindset coaching.
Ie. My Profile is focused on Automation Consulting and my Company Page is my Financial Freedom Coaching. Here I post content, attract coaching clients, to establish my credibility in that space.
The benefit of this option is that it keeps my profile professional whilst allowing me to build a separate coaching brand, on the side.
How to Set up option 3
I decided on Option 3, so that I can keep my automation consulting profile professional and industry-focused while allowing me to build my financial mindset coaching brand separately through a LinkedIn Company Page. Here is how you can set up this option, using my roles as an example.
1. Optimise Your Personal LinkedIn Profile
LinkedIn Headline
Firstly, look at your headline and keep It focused on the primary business, in my case Automation. My headline Example is:
Helping Beverage & FMCG Companies Optimise Production & Logistics | Founder of MikeHoldenSales.com
About Section
Again, this will be focussed on the primary business with a brief mention of my coaching at the end, for example:
“Beyond my work in automation, I am also passionate about helping professionals and entrepreneurs develop a strong financial mindset. If you’re interested in financial coaching, check out MikeHoldenSales.com Company Page for more details.”
Experience Section:
Once again, keep your main role focused on the primary business (automation & logistics consulting for me).
You can then add another experience entry for your secondary business e.g., Founder | Financial Mindset Coach at MikeHoldenSales.com.
2. Create a LinkedIn Company Page for Your Secondary Business
The next step is to create your LinkedIn company page for your secondary business. To do this go to “Work” → “Create a Company Page” on LinkedIn.
Choose “Small Business” or “Personal Brand” category.
Name it something relevant, like “[Your Name] [Your Services] “.
Look into adding a professional logo & banner (Canva is great for designing these). If you don’t want to be bothered with designing your own logo and you have a few quid to spare, then you can outsource this to Fiverr.com.
Next write a clear About Section that focuses solely on the secondary business in my case financial coaching.
Finally, once you have this set up, you should start posting content. Whatever content you post will be relevant to your business, but you can try posting tips, insights and success stories, to build credibility.
3. Promote Your Secondary Business Without Confusing Your Primary Business Clients
Once you are in the rhythm of posting to both your profile and your business page, you can occasionally share posts from your secondary business to your primary business profile, but then link back to your secondary business page.
If someone from your primary business network expresses interest in your secondary business, then direct them to your company page, instead of mixing it into your main profile.
Use LinkedIn Articles or Newsletters to build authority in your secondary business while keeping your daily posts on your personal profile, primary business-specific.
Here’s an example of a strong About section for your secondary business LinkedIn page, using my financial coaching as an example. It is designed to be clear, engaging, and client-focused:
About MikeHoldenSales.com
Master Your Money. Master Your Mindset.
Most people know how to make money—but few know how to control it, grow it, and leverage it for financial freedom. The biggest obstacle? Mindset.
At MikeHoldenSales.com, I help professionals, business owners, and entrepreneurs break free from limiting financial beliefs, develop smarter money habits, and build a wealth-focused mindset that leads to long-term success.
Who I Help:
✔️ Entrepreneurs who struggle with financial decision-making and cash flow management
✔️ Professionals who want to break free from paycheque-to-paycheque cycles
✔️ Business owners looking to build financial resilience and smart investment strategies
✔️ Anyone who wants to shift from scarcity thinking to an abundance mindset
What You’ll Learn:
✅ How to reprogram your money mindset for success
✅ Practical strategies to manage, invest, and grow your wealth
✅ How to overcome financial fear and build long-term confidence
✅ The habits & psychology of wealthy individuals
Let’s Connect!
If you’re ready to take control of your financial future and shift your mindset to success, let’s talk!
Book a free clarity call today: [Insert Link or Contact Info]
Time Management
Managing your time whilst promoting a multi-brand or working on several projects can also be an issue. I’ve written another post Portfolio Career: Working on Multiple Businesses at the Same Time, where I give you 3 options where you can organise your days and weeks to make sure you give each project the due attention.
If you’re navigating a similar conundrum of how to use one LinkedIn profile for two businesses and want to talk it through, feel free to message me. Always happy to offer perspective.