LinkedIn currently has around 414 million users: 78% of them say they use the platform to keep abreast with industry news, and 73% use it to discover new ideas in their profession. Once a central market for recruiters and job seekers, the platform has now evolved to become the epicenter for content consumption and sharing.

LinkedIn launched its long-form publishing platform in 2014 that opened up a stage for users to express themselves and tell their story to their professional networks. Marketers saw this as an opportunity to connect with audiences in a personal way, and companies started building deeper relationships with their customers by telling their brand story.

A brand story is not just what a company writes on its website. It’s a mixture of facts, thoughts, interpretations and feelings formed by their brand. A good brand story can help a business attract more followers, drive traffic and grow its reach.

To make that happen, below are a few tips on how you can use LinkedIn to tell a compelling brand story that will make your business stand out from other companies on the platform.

1. Distribute Relevant Content

What the world needs is not more content, it’s more relevant content. People want information they can relate to and learn something from. According to LinkedIn, the most in-demand content is industry news. Around 60% of users are interested in industry insights while only 43% are concerned with new products and services.

Writing fact-rich content can help your audience be more attuned with your brand. If you are in the food industry, write articles about the increase in food prices, salaries in food service or new laws and regulations that affect consumers and businesses in your niche. Research thoroughly and write from an expert point of view, citing case studies, statistics and leading food or health organizations to be a reliable source of information.

It’s best not to overload your page with unnecessary promotions because that could turn off your audience. In a LinkedIn survey, 44% of respondents said they were likely to end a relationship with a brand due to irrelevant promotions and 22% said they are sure to leave a brand for the same reason.

2. Establish Your Brand’s Voice

Your brand has a voice. Or, at least, it should have one. Your audience should be able to identify your content even when your logo or company name does not appear on it. Think of your brand as a person: What is its personality?

Once you have identified the characteristics of your brand, always apply it to the content you create. Content Marketing Institute gives a good example of how to map your brand’s voice for your content creation by building a voice chart. You can access it by clicking here.

Based on the sample table, the company considers itself passionate, quirky and authentic. It also indicates secondary characteristics that supplement the main one. For instance, “irreverent” is added to further explain how the brand’s content can be quirky. Also, it defines why the brand has those qualities, how the qualities are communicated through their content, and what not to do when communicating the brand’s message.

Constructing a straightforward diagram will help you whittle down your brand’s characteristics to create a truly distinct voice and tell your audience who you are as a business, what to expect from you and how to interact with you.

3. Use Visuals

People can process pictures 60,000 times faster than text. Images are also attractive to the eye, which could elicit emotions from users to help them relate to the brand.

MDG Advertising found out that any content containing captivating images attract 94% more total views across all social media platforms. Also, 67% of consumers consider clear, detailed images as more important than descriptions and product information, and adding them to posts or updates results to more engagement and higher click-through rates.

The advertising company also revealed that long, text-only content can be daunting to users, reducing audience interaction significantly. To keep your reader interested in your LinkedIn updates, it’s best to use infographics, charts, graphs, etc. Add stimulating pictures to illustrate and enhance your brand’s story.

A Claremont Graduate University study reports that images also boost credibility by 75%. Maximizing the use of illustrations to become a reliable company will make users want to follow and interact with your brand.

4. Be a Thoughtful Leader

Thought leaders are considered experts in their industry. They drive opinions and inspire others with their innovative ideas. Becoming one of the thought leaders in your industry will make it is easy for people to follow you and, ultimately, build their trust in your product or service.

According to Mention, 77% of social media conversations starts from people looking for advice, information or help. Offering expert advice positions you not only as a retailer to consumers, but also a valuable pool of knowledge.

Microsoft, which was ranked the most influential company in LinkedIn for 2015, is an excellent example of how a company can place itself as an industry thought leader. Through their LinkedIn page, where it says they “aim to empower every person and organization on the planet to achieve more,” set themselves up as a caring company helping people build their future.

They share innovative content on sustainability, innovation, world development, economies and various other topics that not only provide helpful insights to readers but also start conversations and stimulate thinking.

Storytelling is an important and powerful technique in building relationships with your audience. When telling your brand story on LinkedIn, remember your audience—professionals who hardly have time for fluff—and create content that is relevant and thought-provoking with a strong voice and interesting visuals to drive more people to your page.