Someone is forming an opinion about you right now.
And you’re not in the room.
A prospect is researching vendors. A potential partner is checking you out. A candidate is deciding whether to apply. A contractor is trying to figure out if you’re worth a meeting.
Especially when it comes to capturing Brand Attention, the first impression can set the tone for future interactions.
All of them are searching for the Brand Attention that resonates most with them.
This is why having a strategy for Brand Attention is imperative.
They’re all looking. They’re all deciding.
And most of what they find has nothing to do with you.
Because you’re not there.
Brand Attention is the New Currency
I know what you’re thinking.
Investing time to increase Brand Attention through engagement can yield significant returns.
“This is the building industry. We don’t need to be on social media. We build relationships in person. We earn trust through our work.”
Understanding Brand Attention can help leaders navigate the complexities of consumer decisions.
Or maybe it’s this:
“The company handles branding and marketing. That’s what we have a marketing department for. I don’t need to do it personally.”
I hear these all the time.
But here’s what’s changed: Attention is now the most valuable currency in business. Even in building and construction.
Your prospects are overwhelmed with options. Everyone claims to be the best. Everyone has quality products. Everyone offers great service.
So how do they decide?
They pay attention to whoever captures their attention first and whoever consistently shows up where they’re already looking.
A robust digital presence enhances your Brand Attention and connects you with your audience.
The person who shows up in their feed. The leader they’ve seen speak on a topic. The executive whose name they recognize before the meeting.
Creating valuable content is a key strategy for boosting Brand Attention.
Consistency matters. The person who has their attention over time has the advantage.
This isn’t social media fluff. This is how decisions get made now.
Your Company Page Is Invisible
The leaders who understand the nuances of Brand Attention will thrive in this environment.
Here’s where it gets uncomfortable.
Most companies think their marketing department is handling visibility. They post from the company page and assume someone is seeing it.
Almost no one is.
According to the Algorithm InSights 2025 Report, which analyzed 1.8 million LinkedIn posts, company page posts now reach only 1.6% of followers.¹ That’s down 15% from late 2023.
The concept of Brand Attention is crucial for differentiating yourself in a crowded market.
Let that sink in. If your company has 10,000 followers, fewer than 160 people see your average post.
It gets worse.
The growing significance of Brand Attention in decision-making cannot be overstated.
Content that captures Brand Attention fosters deeper relationships with your prospects.
Brand posts now account for just 1–2% of the LinkedIn feed, down from 7% in 2021.² Users have reported an organic reach decline of 66% on company pages. Posts that once received 10,000 views now receive fewer than 3,000.³
Your company page is functionally invisible.
But here’s the part most executives miss: It’s not just the algorithm. It’s human nature.
Ask yourself honestly: When was the last time you followed a company page and found the content riveting or intriguing (not your own company page… of course)? When was the last time a company page post stopped your scroll? When was the last time you felt connected to a logo or a company because of a post on LinkedIn?
You don’t. Neither do your prospects.
People don’t follow logos. They follow humans.
Why It Has to Be YOU
Personal profiles tell a completely different story.
The same Algorithm InSights 2025 Report found that personal profiles get 2.75x more impressions and 5x more engagement than company pages, even with 46% fewer followers.⁴
CEO content gets 4x more engagement than other LinkedIn content. CEOs who increase their posting frequency see a 39% increase in followers.⁵
This isn’t a marginal difference. It’s structural.
LinkedIn’s algorithm now gives company pages just 5% of user feed allocation. Personal profiles dominate 65%.⁶
The math is clear. If you want visibility, it has to come from you. Not your marketing department. Not your company page. You.
Ultimately, your success hinges on your ability to command Brand Attention in your market.
The way to cultivate lasting Brand Attention is through authentic connection.
This Isn’t About Ego
I know the objection.
“I don’t want to build a personal brand. I don’t have an ego.”
Let me be direct.
This is not about ego.
Do you want influence? Do you want to decide how your company is seen in the market? Do you want to be known for what you’re actually good at?
If the answer is yes, you have a choice.
You can show the world what you want them to know you for. Or you can stay quiet and let them fill in the blanks.
Therefore, building your personal brand enhances your overall Brand Attention.
Silence isn’t humility. Silence is abdication.
This isn’t ego. This is leadership.
This Isn’t Just About LinkedIn
LinkedIn is the easiest example because the data is clear. But this applies everywhere.
Podcasts. The hosts and guests build relationships with listeners over hours, not seconds. That trust compounds.
Speaking at live events. The person on stage builds trust with 500 people in 45 minutes. They become the name people remember.
Webinars. The face on screen becomes the expert. The voice becomes familiar.
Industry publications. The byline gets read. The author becomes the authority.
YouTube. Instagram. Trade shows. Conferences.
It’s all the same pattern.
People connect with people. They trust people. They remember people.
The medium doesn’t matter. The principle does.
If you want attention, a human has to earn it. And they have to earn it consistently.
What Silence Actually Costs You
Some leaders think staying quiet is the safe play.
It’s not.
When prospects research you and find nothing, they don’t think, “This person must be humble.” They think:
“Are they still relevant?”
“Are they hiding something?”
“Do they even care about this business?”
Silence creates uncertainty. Uncertainty creates doubt. Doubt kills deals.
How many deals have you lost without knowing it? Not because of price. Not because of product. But because the prospect couldn’t find anything about you or your leadership team online. So they went with someone they could.
That’s the cost.
The deals you’re losing aren’t going to better companies. They’re going to more visible ones.
When executives hide, the whole company pays.
Sales cycles get longer. Your team has to build trust from scratch on every call. There’s no warmth. No familiarity. No head start.
Price pressure increases. When prospects can’t differentiate you, they default to price. Visibility creates preference. Preference protects margin.
Talent goes elsewhere. 75% of job seekers research a company’s reputation before applying.⁷ 79% of professionals say they prefer to work for a company whose leadership is active on social media.⁸ If your leadership is invisible, you lose A-players before the interview.
Two Companies. Same Product. Only One Gets the Call.
Picture two manufacturers in the same category. Same quality. Same price. Same service area.
In conclusion, Brand Attention should be at the forefront of your marketing strategy.
It’s imperative that we recognize the power of Brand Attention in today’s marketplace.
Company A hides their leadership. Their website has an “About” page with stock photos and a paragraph written in 2018. Their executives have LinkedIn profiles with no posts and 200 connections. Their company page shares product specs once a month.
Focusing on Brand Attention will yield long-term benefits for your organization.
Company B’s CEO posts every week. They share lessons from the plant floor. They talk about what’s working and what’s not. They show up at industry events and speak on panels. Their sales team shares their content with prospects before calls.
Both companies have great products.
But when a prospect is deciding who to call, who do they feel like they know?
Company B. Every time.
That’s not luck. That’s visibility. That’s attention. That’s leadership showing up.
Your Reputation Is an Asset or a Liability
Every day you’re either building equity or losing ground.
Every day you stay invisible, someone else captures the attention that could have been yours.
Every day you wait for “the right time,” other leaders are showing up, building trust, becoming the name people recognize.
Attention compounds. Consistency compounds.
The leaders who start now will be impossible to catch in two years. The ones who wait will wonder why growth feels so hard.
Start now to improve your Brand Attention and secure your competitive edge.
Your reputation is forming right now whether you participate or not. The only question is whether it’s working for you or against you.
Your Move
Someone is Googling your name right now. Someone is checking your LinkedIn before a meeting. Someone is deciding whether you’re worth their time.
What will they find?
If the answer is “not much,” that’s not a marketing problem. That’s a leadership problem.
Your marketing department can’t fix this. Your company page can’t fix this.
Only you can.
Show up. Share what you know. Let people see the leader behind the logo.
Shape your reputation or let someone else do it for you.
You can read more about branding and why it matters HERE.
Join Built to Win
If you’re a leader in the building industry who wants to come out of this market stronger, Built to Win will show you how.
I write for owners, CEOs, and decision-makers who refuse to wait for permission to win.
P.S. Someone is forming an opinion about you right now. The only question is whether you’re shaping it.
Stefanie Couch, Founder, Grit Blueprint
FOOTNOTES
- Algorithm InSights 2025 Report by Richard van der Blom, analyzing 1.8 million LinkedIn posts. Company page posts reach only 1.6% of followers, a 15% drop from late 2023. Cited in Entrepreneur, “Organic Reach On LinkedIn Is Cratering,” October 2025.
- Algorithm InSights 2025 Report. Brand posts account for 1–2% of LinkedIn feeds, down from 7% in 2021. Cited in TryOrdinal, “The Declining Reach of LinkedIn Company Pages,” 2025.
- AuthoredUp data, cited in Entrepreneur, October 2025. Users reported organic reach decline of 66% on company pages.
- Refine Labs study, cited in Algorithm InSights 2025 Report and TryOrdinal. Personal profiles generate 2.75x more impressions and 5x more engagement than company pages, despite 46% fewer followers.
- LinkedIn data, cited in Entrepreneur, October 2025. CEO content receives 4x more engagement; CEOs see 39% follower increase after boosting posting frequency.
- GrowLeads, “LinkedIn Algorithm 2026,” December 2025. Company pages receive 5% of user feed allocation; personal profiles dominate 65%.
- Indeed survey, cited in 100 Recruitment Statistics, February 2025. 75% of job seekers research a company’s employer reputation before applying.
- BRANDfog CEO, Social Media and Leadership Survey. 78–79% of respondents prefer to work for a company whose leadership is active on social media.
