From Misaligned to Impactful: How a Home Builder’s Executive Team Transformed Their LinkedIn™ Presence—And Drove New Business

In today’s digital-first world, executives aren’t just leaders within their companies—they’re brand ambassadors. Their online presence can shape brand perception, build trust, and open doors to business opportunities. Yet, many leadership teams struggle with inconsistent messaging, outdated profiles, and missed engagement opportunities on LinkedIn™. 

That was the case for this home builder’s executive team. Despite decades of experience and a strong industry reputation, their LinkedIn™ presence wasn’t reflecting their credibility or reinforcing their company’s brand. Their profiles were outdated, their messaging was inconsistent, and they weren’t leveraging LinkedIn™ as a business development tool. 

They knew their expertise set them apart—but without a strategic LinkedIn™ presence, they weren’t making the impact they could.

The Challenge: A Misaligned Executive Brand

While this home builder’s company brand was strong, their executive team’s LinkedIn™ presence wasn’t supporting their authority in the industry. Their leadership had decades of expertise, but their online presence told a different story—one that lacked consistency, credibility, and strategic positioning.

They faced a few key challenges that limited their LinkedIn™ impact: 

• Outdated or inactive LinkedIn™ profiles – Many executives had incomplete or rarely updated profiles that didn’t reflect their leadership roles or industry expertise. 

• Inconsistent messaging across the leadership team – Each executive’s LinkedIn™ told a different story, making it difficult to establish a unified brand identity. 

• Limited engagement and visibility – Without a structured content plan, their LinkedIn™ activity was sporadic, leading to low engagement and missed networking opportunities. 

• No connection between corporate and executive branding – The company’s brand messaging wasn’t being reinforced by its leadership team, reducing its overall industry impact. 

Without executive visibility and strategic alignment, their leadership team wasn’t maximizing LinkedIn™’s potential to build credibility, attract the right audience, and drive new business opportunities.

The Borden Group’s Strategy for Executive Alignment

To help this home builder’s executive team establish a more credible, consistent, and business-driven LinkedIn™ presence, we focused on aligning their personal branding with the company’s broader goals. Our strategy positioned them not just as individual leaders, but as key representatives of their company’s expertise and authority.

Our approach centered on three key areas: 

• Rebranding the Executive Team for Consistency 
• Implementing a Thought Leadership & Content Strategy 
• Building an Engagement & Business Development Plan 

First, we developed a personalized LinkedIn™ strategy for each executive, ensuring their profiles aligned with the company’s brand, mission, and messaging. We optimized their profiles to reflect their leadership roles, industry expertise, and personal contributions to the company’s success, reinforcing trust and credibility. 

Next, we implemented a thought leadership and content strategy that positioned each executive as an active voice in their industry. Instead of generic LinkedIn™ updates, we guided them in crafting posts that blended personal insights, industry knowledge, and company initiatives—resulting in a LinkedIn™ presence that felt authentic, engaging, and strategic. 

Finally, we introduced a structured engagement and business development plan, equipping the executives with the tools to interact meaningfully with their network, grow their audience, and drive conversations that attract business opportunities. By implementing repeatable LinkedIn™ workflows, we ensured their momentum would be sustainable beyond the initial rollout. 

With this approach, their executive branding became a powerful extension of their company’s identity—one that not only increased visibility but also positioned them for long-term business growth.

Results: A Stronger Brand, Increased Engagement & New Business Growth

The transformation wasn’t just about improving LinkedIn™ profiles—it was about turning the executive team into a visible, trusted extension of the company’s brand. With a more strategic, engaging, and aligned online presence, their leadership team quickly saw measurable impact. 

As their LinkedIn™ engagement increased, their content began reaching more of the right people—industry professionals, business partners, and potential clients. Thought leadership posts that previously went unnoticed were now sparking conversations, reinforcing both personal and corporate credibility. 

With a stronger presence and more meaningful engagement, the company also saw direct business growth opportunities emerge. Executives began expanding their networks, attracting potential partnerships, and strengthening their relationships with industry peers—leading to more inbound interest and strategic connections. 

Beyond the numbers, the biggest shift was in how the leadership team viewed LinkedIn™. What was once an underutilized tool became a powerful platform for influence, industry presence, and long-term business success.

Conclusion

For executive teams, LinkedIn™ isn’t just about having a profile—it’s about building credibility, reinforcing company messaging, and driving business opportunities. This home builder’s leadership team proved that when executives align their personal branding with corporate goals, they can create a lasting impact on visibility, engagement, and revenue growth. 

By optimizing their profiles, embracing thought leadership, and engaging strategically, this executive team transformed LinkedIn™ into a valuable business tool—one that strengthened their brand, expanded their network, and created new business opportunities. 

The best part? You can do the same. Whether you’re looking to refine your executive brand, grow your influence, or build a LinkedIn™ strategy that works, the Creator Store has the tools you need. 

👉 Explore the Creator Store for branding resources, LinkedIn™ templates, and expert business-building insights to help you stand out, engage, and grow. 

Are you ready to move from lurking to leveraging your personal brand? Schedule a discovery call with me today—I’d love to help you take your personal brand to the next level with actionable tips and strategies that work. 

Want to learn more about this topic? Make sure to follow Melanie Borden and The Borden Group on LinkedIn™. 

If you need a little help, Heather Monahan and I have launched an exclusive 8-week personal brand bootcamp. Join us on Tuesday evenings here: www.elevateyourinfluencebootcamp.com