E253 | NEUVC | Mari Luukkainen of Icebreaker VC on building brand in venture with VC Mari Luukkainen, Principal at Icebreaker VC

Join us for the second episode of the NEUVC podcast which is dedicated to those embarking on their journey in the VC. In this episode, Freddie Macpherson, analyst at Isomer Capital, and Linda Võeras, associate at Karma Ventures, are joined by Mari Luukkainen, Principal at Finland based Icebreaker VC. With a background of building and scaling companies and a great eye and dedication to content, Mari has amassed a massive following of 20,000 people on LinkedIn. In this we dive into her journey as an operator as well as share tips and tricks for VCs looking to develop their personal brand ✨Chapters:00:00:00 - Developing Your Personal Brand in VC with Mar Lanan00:02:59 - Finding Value in Your Journey00:05:53 - Transitioning to Startup Growth00:08:43 - From Cleaner Recruiting to VC Investment00:11:40 - From Hands-on Help to Coaching00:14:48 - The Paradox of Finding a Job00:17:56 - Consistency in Content Creation00:21:12 - Consistency and Networking for Building an Audience00:24:18 - Attracting Founders at the Pre-Founder Stage00:27:10 - Building a Personal Brand for Investors00:30:16 - Overcoming the Challenges of Branding00:33:12 - The Importance of Emotion in Branding00:36:20 - The Importance of Emotional Support in Startups00:39:17 - Transferring Writing Skills to Investment00:42:14 - Shifting from Operator to Coach in VC00:45:05 - Building Something Yourself First00:47:54 - The Role of Venture Capital