Do It For The Story: Tell a Brand Story Worth Remembering

<body style="margin: 0 !important; padding: 0 !important; background-color:#F4F7FA;"> <div class="document" role="article" aria-roledescription="email" aria-label="" lang="" dir="ltr" style="background-color:#F4F7FA; line-height: 100%; font-size:medium; font-size:max(16px, 1rem);">  <table width="100%" align="center" cellspacing="0" cellpadding="0" border="0"> <tbody><tr> <td class="" background="" bgcolor="#F4F7FA" align="center" valign="top" style="padding: 0 8px;"> <table class="container" align="center" width="640" cellpadding="0" cellspacing="0" border="0" style="max-width: 640px; margin-bottom: 0;"> <tbody><tr> <td align="center"> <table align="center" width="100%" cellpadding="0" cellspacing="0" border="0"> <tbody><tr> <td colspan="2" height="20" style="line-height: 20px"></td> </tr> <tr> <td style="font-family: 'Inter', sans-serif; font-size:0px;color:#F4F7FA;line-height:0px;max-height:0px;max-width:0px;opacity:0;overflow:hidden;mso-hide:all;"> <div style="display:none;font-size:0px;color:#F4F7FA;line-height:0px;max-height:0px;max-width:0px;opacity:0;overflow:hidden;mso-hide:all;">  Dr Augusta Dorning shares why showing up consistently on LinkedIn has become one of the most valuable investments she has made... </div> </td> <td align="right" style="font-family: 'Inter', sans-serif; color: #111111; font-size: 12px; line-height: 18px;"> <a builder-link-id="-1" style="color: #111111; font-weight: normal; font-style: normal; text-decoration: underline;" href="" data-link-id="192501870235748220" data-link-type="webview">View in browser</a>  </td> </tr> <tr> <td colspan="2" height="20" style="line-height: 20px;"></td> </tr> </tbody></table> </td> </tr> </tbody></table> <table width="640" class="wrapper" align="center" border="0" cellpadding="0" cellspacing="0" style=" max-width: 640px; border:1px solid #EAECED; border-radius:8px; border-collapse: separate!important; overflow: hidden; "> <tbody><tr> <td align="center">  <table class="ml-default" width="100%" bgcolor="" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td style=""> <table class="ml-default-border" width="100%" align="center" bgcolor="#ffffff" border="0" cellspacing="0" cellpadding="0" style=" ; "> <tbody><tr> <td class="ml-default-border" background="" style="background-size: cover; background-position: center center;" valign="top" align="center"> <table class="container ml-4" width="640" align="center" border="0" cellpadding="0" cellspacing="0" style="color: #515856; width: 640px; min-width: 640px; margin-bottom: 0;"> <tbody><tr> <td> <table class="container" width="640" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td class="" align="center" style="padding: 0 0" colspan="3"> <img src="https://storage.mlcdn.com/account_image/2172142/vb0Cteh5w7Ai2z2kxrzyuitIVKeO2nB59Jn95s1s.png" loading="lazy" border="0" alt="" class="img" width="640" style="display: block;"> </td> </tr> <tr> <td class="col-mobile" width="50" height="0" style="line-height: 0;"></td> <td> <table class="table-between-col-mobile" width="540" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td height="30" style="line-height:30px;"></td> </tr> <tr> <td> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">Edition #005   |   July 2026<br></p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;"><br></p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">Hi <span class="redactor-component" data-redactor-type="variable-ml"></span><br></p> <h1 style="font-family: 'Poppins', sans-serif; color: #000000; font-size: 36px; line-height: 125%; font-weight: bold; font-style: normal; text-decoration: none; ;margin-bottom: 10px;">Tell a Brand Story Worth Remembering </h1> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 0;">LinkedIn is a platform where businesses are discovered, reputations are built and brand stories become memorable. This month, Dr Augusta Dorning shares why showing up consistently on LinkedIn has become one of the most valuable investments she has made in building her personal and business brand.</p> </td> </tr> </tbody></table> </td> <td class="col-mobile" width="50" height="0" style="line-height: 0;"></td> </tr> </tbody></table> </td> </tr> </tbody></table> </td> </tr> </tbody></table> </td> </tr> </tbody></table>   <table class="ml-default" width="100%" bgcolor="" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td style=""> <table class="ml-default-border" width="100%" align="center" bgcolor="#ffffff" border="0" cellspacing="0" cellpadding="0" style=" ; "> <tbody><tr> <td class="ml-default-border" background="" style="background-size: cover; background-position: center center;" valign="top" align="center"> <table class="container ml-6" width="640" align="center" border="0" cellpadding="0" cellspacing="0" style="color: #515856; width: 640px; min-width: 640px; margin-bottom: 0;"> <tbody><tr> <td class="container" height="20" style="line-height: 20px; min-width: 640px;"></td> </tr> <tr> <td> <table class="container" width="640" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td class="row" align="center" style="padding: 0 50px" colspan="3"> <img src="https://storage.mlcdn.com/account_image/2172142/sCTeC6maSM75919HQOd8PlhDtD8RnhuaZfcprm41.png" loading="lazy" border="0" alt="" class="img" width="540" style="display: block;"> </td> </tr> <tr> <td class="col-mobile" width="50" height="0" style="line-height: 0;"></td> <td> <table class="table-between-col-mobile" width="540" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td height="30" style="line-height:30px;"></td> </tr> <tr> <td> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">With each edition of Do It For the Story, the focus has been on building a powerful brand professionally and holistically. The stronger the foundation, the more expansive and sustainable your growth will be. Starting with a defined Brand DNA, a visual brand ecosystem, photography, videography and then creating a strategic, consistent and interesting communication plan, one that entices your target audience and keeps them engaged.</p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">Dr Augusta Dorning (aka The Firecracker) speaks about the power of LinkedIn. Augusta is the founder of Extraordinary Hospitals of Africa, a Board Member of Innovate Durban and co-author of The Power of Visualisation. She believes that if you and your business are not on LinkedIn, there is no story.</p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">"I joined LinkedIn in 2010 after I watched a TEDx talk about the power of the platform and since then I have made a point of connecting with everyone who could influence my thinking, my personal development and my knowledge of my industry. Today I have 12 341 connections on LinkedIn and 11 226 followers.</p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">In 2023 I started my company page and I post weekly on this page, often reposting my company content to my personal page and commenting on the insights. I spend, on average, five hours a week developing every piece of content for both pages myself. I don't use AI unless I am creating videos for my company page, when I use HeyGen on a paid subscription.</p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">My most popular posts are those with one-minute videos and a positive piece of thought leadership, and their popularity is not dependent on the day of the week on which they are posted. There is always a story.</p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">People do business with people, so your most powerful marketing tool is yourself. You cannot outsource this responsibility to anyone else, for fear of losing the essence of what you do in translation.</p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">Here are some of my LinkedIn tips…</p> <ol style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;"> <li>I seldom make use of all the characters available.</li> <li>I start every post with a catchy comment.</li> <li>I always use either a picture or a video. Visuals are very important.</li> <li>I always reply to comments made. I acknowledge and invite feedback.</li> <li>I am intentional about what my customers need to hear in order for them to understand my service offering.</li> <li>I keep abreast of developments in my industry so as to create content that is interesting and valuable. I refer to case studies within my direct experience to display my knowledge and insight. I use academic content less than 5% of the time.</li> <li>I review and update my profile whenever relevant.</li> <li>I make a point of connecting with at least 20 new people every week.</li> </ol> </td> </tr> </tbody></table> </td> <td class="col-mobile" width="50" height="0" style="line-height: 0;"></td> </tr> </tbody></table> </td> </tr> <tr> <td height="20" style="line-height: 20px;"></td> </tr> </tbody></table> </td> </tr> </tbody></table> </td> </tr> </tbody></table>   <table class="ml-default" width="100%" bgcolor="" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td style=""> <table class="container ml-8 ml-default-border" width="640" bgcolor="#ffffff" align="center" border="0" cellspacing="0" cellpadding="0" style="color: #515856; width: 640px; min-width: 640px; margin-bottom: 0;"> <tbody><tr> <td class="row" style="padding: 0 50px;"> <table align="center" width="100%" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td class="col" width="250" valign="top" align="center"> <img src="https://storage.mlcdn.com/account_image/2172142/yu1W0rGcbHgvtJH15Bul78KngK4aY5udFkNLdzDU.jpg" loading="lazy" border="0" alt="" width="232.66666666666666" class="img" style="display: block;"> </td> <td class="col" width="40" height="30" style="line-height: 30px;"></td> <td class="col" width="250" valign="top"> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;"><br></p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 0;">“LinkedIn is a habit, and once you have developed this habit, you never look back!"</p> </td> </tr> </tbody></table> </td> </tr> </tbody></table> </td> </tr> </tbody></table>   <table class="ml-default" width="100%" bgcolor="" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td style=""> <table class="container ml-10 ml-default-border" width="640" bgcolor="#ffffff" align="center" border="0" cellspacing="0" cellpadding="0" style="color: #515856; width: 640px; min-width: 640px; margin-bottom: 0;"> <tbody><tr> <td class="ml-default-border container" height="20" style="line-height: 20px; min-width: 640px;"></td> </tr> <tr> <td class="row" style="padding: 0 50px;"> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">As evidence of Augusta's commitment to continuous research and growth, she recently shared a post with me by Jesse Chan, Chief LinkedIn Officer for Founders looking to build a recognisable personal brand.</p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">This is some of Jesse's advice:</p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">• <strong>One post, one topic, one goal:</strong> Cram three ideas into one post and people get confused and scroll. So does LinkedIn. If it can't tell who to show your post to, it shows it to no one.</p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">• <strong>Don't just talk about what you do:</strong> People follow people. Post your opinions, the things you care about and the hot takes others are too scared to say.</p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">• <strong>Your hook is 80% of the job:</strong> Nobody reads line five if line one is boring. Spend half your time on the first two lines. The rest writes itself.</p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">• <strong>Warm up before you post:</strong> Spend 15 minutes commenting on bigger accounts right before you publish. You show up in their audience first, then your post goes live to a warmer audience.</p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">• <strong>Repost your best stuff every 90 days:</strong> Most of your audience never saw it the first time. Your "old" post is brand new to them. Recycle what worked.</p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">LinkedIn rewards consistency, authenticity and generosity. Every post, comment and connection contributes to the perception people have of you and your business. The opportunity to build trust, demonstrate expertise and create meaningful relationships is available to anyone willing to show up with purpose.</p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 10px;">Augusta's approach is proof that people connect with people before they connect with businesses and there is always a story worth telling.</p> <p style="font-family: 'Poppins', sans-serif; color: #515856; font-size: 16px; line-height: 165%; margin-top: 0; margin-bottom: 0;">"Stories are a communal currency of humanity." - Tahir Shah</p> </td> </tr> <tr> <td height="20" style="line-height: 20px;"></td> </tr> </tbody></table> </td> </tr> </tbody></table>   <table class="ml-default" width="100%" bgcolor="" border="0" cellspacing="0" cellpadding="0"> <tbody><tr> <td style=""> <table class="container ml-12 ml-default-border" width="640" bgcolor="#ffffff" align="center" border="0" cellspacing="0" cellpadding="0" style=" width: 640px; 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