You click on a Medium writer whose article caught your attention. The profile photo is a default gray silhouette. The bio is empty. The latest articles are three years old. You go back to the feed. That thirty-second profile visit just cost the writer a follow and maybe a website click. Medium profile and publication setup is not cosmetic busywork. It is the foundation that tells readers whether your brand is worth trusting with their next ten minutes.
Here is how to set up your Medium presence for brand marketing, whether you publish from an individual profile or a branded publication.
Setting up your Medium profile
Account basics
Create a Medium account using an email your team controls. Choose a display name that matches your brand or the named expert who will write. Upload a clear profile photo: a professional headshot for founder-led brands, a logo for corporate accounts. Write a bio in two to three sentences that states who you are, what you write about, and where readers can learn more. Include a link to your website.
Profile optimization for discovery
Your profile page lists all published articles, so early articles shape first impressions. Pin your strongest piece or ensure your most recent articles represent your best work. Follow relevant writers and publications in your category. Medium surfaces activity from accounts you follow, and following establishes your brand within the platform's topic communities.
About page and social links
Medium profiles support a short about section. Use it to expand on your expertise and include links to your website, newsletter, or key resources. Keep it concise. Readers who reach your profile after finishing an article want a quick reason to follow, not a second article-length bio.
Creating a Medium publication
When to use a publication vs a profile
A Medium publication functions like a branded magazine. It supports multiple writers, custom header images, and a dedicated following separate from individual author profiles. Choose a publication when multiple team members will publish or when you want a distinct brand identity beyond any single writer. Use an individual profile when one founder or expert is the primary voice.
Publication setup steps
From your Medium account, create a new publication. Choose a name that reflects your brand or topic focus. Upload a publication logo and header image that match your brand visual identity. Write a publication description explaining what readers will find. Add yourself and any contributors as editors or writers. Configure submission settings if you accept guest contributions.
Publication branding elements
Publications support a logo, header banner, and about section. These elements appear on every article published under the publication. Consistent branding builds recognition when readers encounter your articles across Medium's feed and search. Avoid generic stock imagery. Use visuals that connect to your brand's actual work or expertise.
Configuration choices that affect performance
Canonical links and cross-posting
If you publish the same article on your website and Medium, set the canonical link to the version you want search engines to prioritize. Medium supports importing articles with automatic canonical tags pointing to the original source. This prevents duplicate content issues while still distributing the article to Medium's audience.
Email and notification settings
Enable notifications for responses and mentions so you can engage with readers promptly. Configure email preferences to receive Medium's writer statistics and distribution updates. Responding to comments within the first 48 hours after publication signals active engagement to both readers and the distribution algorithm.
Partner Program enrollment
Enroll in the Partner Program if you want to earn from member reading time. Enrollment requires connecting a payment method and agreeing to program terms. You can publish on Medium without enrolling, but Partner Program membership is required for monetization and affects how some distribution features work.
For who should invest in a Medium presence, see who should be on Medium. For content formats to publish once setup is complete, see Medium content types. For formatting best practices, see Medium article formatting and visual strategy.
Frequently asked questions
Should a brand use a personal profile or a company publication?
Personal profiles work best when a named founder or expert is the primary writer and readers connect with a human voice. Company publications work best when multiple team members contribute or when the brand identity should be distinct from any individual. Many brands use both: a founder publishes from a personal profile and also contributes to a company publication. Start with whichever matches your primary content voice.
Can we use our brand logo as the Medium profile photo?
You can use a logo, but human profile photos typically earn more follows on Medium because the platform culture is writer-centric. If a named person is the primary author, use their headshot. If the brand publishes without a visible individual, a clean logo works but pair it with a bio that explains who is behind the writing. Readers follow people more readily than logos on Medium.
How do we add team members to a Medium publication?
Publication owners invite contributors by email through the publication settings. Roles include editor, writer, and contributor, each with different publishing permissions. Editors can publish directly and manage submissions. Writers can draft and submit for review. Define a clear editorial workflow before adding team members so published content maintains consistent quality and voice.
Should we import existing blog posts to Medium?
Importing works well when you set canonical links to the original blog post, which tells search engines where the primary version lives. Adapt imported content for Medium's formatting conventions rather than dumping raw HTML. Update intros to fit Medium's reader expectations. Importing builds your Medium catalog quickly, but original Medium-first content often performs better because it is written specifically for the platform's culture.
What URL should we link from our Medium profile?
Link to the page on your website where Medium readers get the most value: your homepage, a dedicated resources page, or a newsletter signup. Avoid linking directly to a product checkout. Medium readers who finish an article and visit your profile are in learning mode. Give them a next step that continues the relationship rather than pushing an immediate sale. With WEMASY's website builder, you can create the landing page your Medium profile links to.
Do we need a paid Medium membership to publish as a brand?
No. Publishing on Medium is free. Paid Medium membership is for readers who want unlimited access to member-only content. Brands can publish, build an audience, and link to external websites without paying Medium anything. The Partner Program, which pays writers based on member reading time, requires enrollment but does not charge a fee to join.