In a recent LinkedIn post, Niluka Kavanagh shared a cautionary tale about a professional engagement that went awry, using the experience to explore the deeper meaning of trust and personal branding in business. Kavanagh details an incident where a scheduled podcast interview with a prominent LinkedIn ghostwriter was twice cancelled at the last minute, leading to a no-show without explanation.
Kavanagh recounts the sequence of events, noting the professional expectation of reliability, especially from individuals who position themselves as experts in personal branding and trust-building.
“This is someone whose business is BUILT around helping other people build a personal brand. Who has ‘How to build trust’ in her own headline.”
The experience, as described by Kavanagh, highlighted a significant disconnect between the ghostwriter’s public persona and her actions. Kavanagh suggests that true professional reputation and trust are not merely cultivated through online visibility like likes and followers, but are fundamentally built through consistent, behind-the-scenes actions and integrity.
The Unseen Moments That Define a Brand
Kavanagh argues that the real substance of a personal brand is revealed in the less visible interactions – the everyday conduct that shapes how others perceive an individual. These moments, often considered “boring,” are where genuine trust is forged.
“It’s built in the moments that no one really sees. The ones behind closed doors, the ones people will mention when you come up in conversation.”
According to Kavanagh, these micro-interactions, particularly how one upholds commitments or manages deviations from them, are critical. She emphasizes that consistency and reliability in these “boring” moments are what make individuals and brands desirable to work with, ultimately leading to referrals and opportunities.
Professionalism Beyond the Public Eye
The insights shared by Kavanagh extend beyond individual branding to corporate environments. She draws a parallel to situations within large companies where employees’ daily actions can undermine their stated professional image or goals.
“If you want to be perceived a certain way by your boss, but then your micro-actions and ways of working on a day-to-day basis go against that, people quickly find out.”
Kavanagh concludes by underscoring the importance of professionalism and courtesy in all interactions. While a personal brand is visible publicly, its foundation lies in consistent, trustworthy behaviour that permeates all aspects of professional conduct. As Kavanagh puts it,
“A personal brand shows up publicly, yes, but also in your general interactions too. Don’t forget!”
Her post serves as a reminder that authenticity and integrity in everyday dealings are paramount for building a lasting and respected professional presence.
📝 About This Content
This article is based on insights shared by Niluka Kavanagh on LinkedIn.
📅 Originally posted on September 3, 2026 | View original post on LinkedIn →