Coaching for Leaders: Episode 757

The Key Elements of a Powerful Personal Brand, with Goldie Chan
November 3, 2025 | Host: Dave Stachowiak | Guest: Goldie Chan

Episode Overview

This episode centers on the foundations and actionable steps for building a powerful personal brand, particularly for leaders and professionals. Dave Stachowiak welcomes Goldie Chan, renowned for her expertise in personal branding and her book Personal Branding for Introverts, to break down her “Five Cs” framework and share practical insights for creating an authentic, memorable, and effective personal brand.

Key Discussion Points & Insights

The Importance and Nature of Personal Branding (00:00 – 06:15)

• Dave opens with the challenge of building a personal brand amid all the competing leadership demands, noting that most people receive little guidance on this skill.
• Goldie defines personal branding as the story you intentionally tell about yourself, as opposed to reputation (what others say about you when you’re not in the room).
  • Quote (Goldie Chan, 04:58):

    “Reputation is what other folks say about you when you’re not in the room. And then personal branding is the story that you tell for yourself.”

• Goldie stresses that an intentional personal brand can positively influence reputation, giving you more agency over how you are perceived.

The Five Cs of Personal Branding (06:15 – 34:42)

Goldie’s Five Cs provide a clear roadmap:

1. Clarity (07:27 – 16:52)

• The foundation. Clarity is knowing your “why” and being able to distill down who you want to be known as.
• Practical Exercise:
  • List 20 “soft” (adjectives, e.g., intelligent, warm) and 20 “hard” (nouns/roles, e.g., engineer, writer) keywords.
  • Choose three total (with at least one from each column) that represent your brand.
  • Quote (Goldie Chan, 09:37):

    “...all we’re doing is we’re trying to simplify down our brand ... it’s a mental exploration of what you even think of yourself.”

• AI can help you brainstorm, but ultimately, the selection must be deeply personal.
  • Quote (Goldie Chan, 12:14):

    “...that might not be the word that lives in your heart... it’s very powerful to try to do these kind of exercises on your own first before getting that outside help.”

• Addressing the fear of narrowing down: Think of your core brand as the hub of a wagon wheel (13:42)—the starting point from which other interests can flow.

2. Consistency (16:52 – 26:51)

• Repetition and showing up matter more than one-off, high-effort bursts.
  • Quote (Dave Stachowiak, 20:27):

    “Mediocre marketing done consistently is way better than amazing marketing done occasionally.”

• Goldie likens personal branding to nurturing a plant—regular attention leads to growth.
• The power of the Internet allows introverts and extroverts alike to reliably connect, contribute, and build their brands across various platforms.
• Consistency builds reputation and trust (e.g., Goldie’s 800+ daily LinkedIn videos).
  • Quote (Goldie Chan, 24:55):

    “...just by doing a what you called a mediocre job, was so helpful to consistently over time, do a mediocre job. And you’ll find that if you also do, say, 20 mediocre posts... over time your quality just naturally... tends to increase.”

3. Community (18:06 – 20:27; Interwoven throughout)

• Engage in communities—digital or real-life—that align with your interests and allow your brand to grow.
• “Network” can feel daunting, but reframed as community-building, it becomes more accessible.
• Even unrelated communities (e.g., marathon running groups) can yield tremendous career connections.

4. Competency (26:51 – 33:43)

• Displaying capability and expertise quietly, not through brash self-promotion.
  • Quote (Goldie Chan, 27:36):

    “Ego is when somebody goes into a room and they shout who they are ... Confidence is when they go into that room and they simply are who they are in that room.”

• Advocate for ideas, principles, or helpful frameworks rooted in your experience.
• Sharing learning and best practices builds trust and competence without overt self-promotion.

5. Confidence (32:48 – 34:42)

• Confidence is rooted in knowing who you are, not in dominating the room.
  • Quote (Goldie Chan, 32:48):

    “Ego is when you shout who you are to a room, and confidence is when you know who you are in a room.”

• Calm confidence is highly attractive and signals leadership regardless of introverted or extroverted style.

Reflection and Growth: Stacking Opportunities (34:42 – 36:26)

• Goldie shares that her thinking has shifted toward “stacking” small opportunities into larger ones, especially career-wise.
  • Don’t wait for the “big” break—repeat the small wins and use them as evidence to earn larger roles or recognition.

Notable Quotes & Memorable Moments

• On the difference between personal brand and reputation:
  • Goldie Chan, 04:58: “Reputation is what other folks say about you when you’re not in the room. And then personal branding is the story that you tell for yourself.”
• On the power of being specific:
  • Goldie Chan, 13:42:

    “...narrowing down, while it might feel restrictive, is actually so, so helpful. Because if someone remembers that you’re an author, the beauty is the next time ... you can go beyond that.”

• On marketing consistency:
  • Dave Stachowiak, 20:27:

    “Mediocre marketing done consistently is way better than amazing marketing done occasionally.”

• Viral moments vs. steady growth:
  • Goldie Chan, 22:31:

    “Personal brands are a lot like living creatures... at the end of the day, they still need water to grow.”

• On authentic confidence:
  • Goldie Chan, 27:36:

    “Competency is simply showing up in the room that you belong in and saying, this is what I do ... appearing very calm and confidently in that room.”

Key Timestamps for Important Segments

• 00:00 – Introduction to personal branding and the show’s purpose
• 04:58 – Distinguishing personal branding from reputation
• 07:27 – The First C: Clarity & practical exercises
• 13:42 – Addressing fear of being “pigeonholed”
• 16:52 – The Second C: Consistency in the digital era
• 20:27 – The value of consistent content over perfect sporadic efforts
• 22:31 – Personal branding as an ongoing process; “viral moments” discussed
• 26:51 – The Third and Fourth Cs: Community and Competency; self-promotion versus authentic confidence
• 32:48 – The Fifth C: Confidence; calm assurance vs. ego
• 34:42 – Goldie’s reflection on stacking opportunities for growth
• 36:26 – Episode wrap-up, book recommendation, and resources

Practical Takeaways for Listeners

• Start with Self-Reflection: Use Goldie’s keywords exercise to clarify your personal brand.
• Prioritize Consistency: Show up regularly, even if your efforts aren’t perfect.
• Find Your Communities: Engage with groups—professional or otherwise—that align with your interests.
• Demonstrate Competency, Don’t Trumpet It: Share valuable knowledge and experiences quietly and authentically.
• Let Confidence Speak for Itself: Be sure of your value; let your presence and clarity do the talking.
• Stack Small Wins: Build your brand (and your career) by accumulating and showcasing smaller achievements.

Further Listening

• Ep. 148: The Four Critical Stories Leaders Need for Influence (with David Hutchens)
• Ep. 614: The Way to Get Noticed by Key Stakeholders (with Daphne E. Jones)
• Ep. 703: Your Reputation is Your Currency (with Maha Abu Elinain)

This episode is a rich primer on personal branding for leaders at any level, blending Goldie Chan’s actionable frameworks with Dave Stachowiak’s leadership philosophy and candid reflections. The “Five Cs” give listeners a practical pathway for building a brand that’s authentic, memorable, and sustainable—especially for introverts and those new to the concept.