This posting is influenced by an article in today’s New York Times that deals with family brand20140530-060807-22087665.jpgs in politics. There’s a lesson to be learned from the first 2 paragraphs of the article.

The upshot? You must have an established brand that you reinforce daily to your audience.

LinkedIn allows you to reinforce who you are and the image you want to project, but you must do so regularly and do so effectively. These two imperatives are not the same.

This is not easy: be reliable, relevant and valuable so that you are gladly referred by a colleague to a potential client. (The “persistent” part of the title of this posting…)

If that potential client reviews your LinkedIn profile, do see your quality trending and do they want to pick up the phone to ask you more? (The “brand preference” part of the title of this blog posting…)

Now put the 2 phrases together–each and every day and in your LinkedIn persona and in your other social media platforms.