If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask a LinkedIn and branding expert for her insights.
In this edition of “Ask the Board,” we feature Natasha Walstra, a LinkedIn expert and Founder of NearPoint Strategies, a company that helps leaders, business owners, and sales teams transform their LinkedIn presence into a revenue-driving asset.
Walstra built a six-figure business in under a year focusing on authentic relationships over cold outreach. She credits her success to building a reputation as her strategy. Here’s her advice to fellow entrepreneurs.
In today’s oversaturated market, the businesses that break through aren’t just marketing well — they’re building reputations that last.
As someone who built a multiple six-figure business in under a year by focusing on authentic relationships over cold outreach, I’ve learned that reputation isn’t just part of your strategy — it is the strategy. There are seven ways a small business owner can build a reputation-first business that actually cuts through the noise.
Build a personal brand that starts with your LinkedIn profile
Your personal brand is the foundation of your reputation, and your LinkedIn profile is where it lives. It’s often the first impression someone gets when they hear your name or receive a referral. Make sure it clearly reflects who you are, who you serve, and what you deliver. Include proof of results and speak in your real voice. In a world full of noise, clarity and consistency are what get remembered.
Share content that builds both credibility and connection
Create content that reflects your expertise and your personality. Educational posts show you know your stuff. Personal insights show you’re human. Together, they build trust and help your audience see why you're the person to call when the need arises. The goal isn’t perfection, it’s consistency.
Your personal brand is the foundation of your reputation, and your LinkedIn profile is where it lives. It’s often the first impression someone gets when they hear your name or receive a referral.
A reputation doesn’t grow in isolation
Posting is one part of the equation. Engage with industry peers, clients, and thought leaders. Comment thoughtfully. Ask questions. Add value. These interactions are where credibility is reinforced and real relationships are built. Visibility is important, but it’s participation that builds trust.
Show proof, not just polish
In an era of exaggerated claims and flashy marketing, people are looking for something that is real. Share testimonials, case studies, screenshots, or metrics that show what you actually delivered. When others talk about your impact, it builds a deeper layer of credibility that can’t be faked.
Let your customers be your amplifiers
Listen closely to how your clients describe your work and use that language in your own messaging. When you deliver great results and build strong relationships, clients want to refer you. And when your brand makes them look good for recommending you? That’s when the real momentum starts.
Be consistent and play the long game
Reputation compounds over time. When you show up with value, stay aligned with your values, and deliver on your promises, people begin to trust you before you ever speak. It’s not about a single viral moment, it’s about showing up in meaningful ways, over and over.
Own your positioning
People refer to experts whom they can describe in one sentence. Be crystal clear about what you do and who you serve. Specialization isn’t limiting, it’s liberating. It gives others the language to champion you, and in a noisy world, clarity wins.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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