Podcast Summary

Social Media Marketing Podcast

Host: Michael Stelzner
Guest: Goldie Chan, author of "Personal Branding for Introverts", founder of Warm Robots
Episode: Personal Branding for Marketers and Entrepreneurs
Date: October 30, 2025

Episode Overview

This episode dives deep into the art and science of building a personal brand, particularly for marketers and entrepreneurs. Michael Stelzner is joined by Goldie Chan, personal branding expert and author, who shares actionable frameworks, key mindset shifts, and stories from her own journey (including her pivot post-cancer). Together, they tackle why personal branding is more vital than ever, how to get started, and the foundational elements—Goldie’s “Five Cs”—to build a brand that’s authentic, memorable, and opportunity-ready.

Key Discussion Points & Insights

1. Goldie’s Journey: Personal Branding—Then and Now (03:16–04:25)

• In 2018, Goldie was dubbed the “Oprah of LinkedIn” by Huffington Post, focusing on LinkedIn creator content.
• Life “plot twist”: Goldie survived cancer, took time off, and returned to work with renewed perspective and a broader approach, culminating in her new book aimed at introverts.
• Her brand evolved to a holistic focus: “Everything in the branding, marketing, storytelling universe.”

2. Why Personal Branding Matters—The Real Upside (04:25–09:53)

• Trust beats ads: “Trust travels farther than ads.” – Goldie (04:41)
• Stand out in crowded markets; your unique viewpoint makes you memorable.
• Builds community and creates a magnet for opportunities (“opportunities kind of flock to you.” – Michael, 06:50), offering resilience during life’s changes.
• Real-world examples: Speaking at major events, landing book deals, and work offers even after time away, all empowered by a strong personal brand.
• Community connections (e.g., helping organize the first LinkedIn Creator Summit at VidCon), speaking at Social Media Marketing World, and “one event begets others.”

3. Who Needs a Personal Brand? Not Just Entrepreneurs (12:20–14:18)

• Employees can and should build personal brands (concept of Employee Generated Content, EGC).
• When aligned with company goals, a personal brand boosts both current standing and future job value: “You increase your value.” – Goldie (13:46)
• Personal brands are often built organically, with passion and word-of-mouth.

The Five Cs Framework for Personal Branding

1. Clarity – The “What” (10:28–18:08)

• Know exactly what you stand for and want to be known for.
• Goldie’s exercise: Identify “brand pillars” (luxury real estate, negotiation skills, community ties, etc.).
• Start with “three golden keywords”—adjectives and your core role.
• Pillars flow from keywords: If your keyword is “writing,” your pillar might be “author.”
• Pillars guide your content and interactions: “Those pillars, then, become the foundation for building our personal brand.” – Goldie (17:10)

Notable Quote:

“Clarity truly is the foundation for every single touch point of your personal brand.”
— Goldie (10:33)

2. Competence – The “Why” (18:16–21:31)

• Show up with demonstrated skill and purpose (“the meat in the sandwich”).
• Not about being flashy or everywhere—let your excellence and impact speak.
• Example: LeVar Burton’s decades-long advocacy for literacy (“his why is to make sure that more Americans are reading.” – Goldie, 20:26)
• Find your why by identifying what you are naturally drawn to or volunteer for.
• Your personal brand should be grounded in reality and authentic passion.

Notable Quote:

“Competence is the quiet power of knowing what you do well and doing it consistently.”
— Goldie (18:24)

3. Confidence – The “How” (27:19–38:36)

• Confidence is the engine of personal branding—how you show up, own your narrative, and express yourself.
• Differentiating confidence from ego:
  “Confidence is always knowing who you are in the room. Versus ego is shouting who you are in the room.”
  — Goldie (28:15)
• Confidence not about being loud or extroverted—it's about being anchored in self-worth.
• Practical tips: Use scripts/notes in meetings, repeat affirmations, visualize success.
• Michael shares his “morning manifest”—daily affirmations for leadership and vision (33:19).
• Consistent positive self-talk rewires the brain (“law of assumption”).
• Confidence leads to action and unlocks big goals: “It seemed impossible... Now it seems highly possible” (36:13).
• Avoid letting ego or insecurity close doors: Approach others with openness and humility.

4. Community – The “Who” and “Where” (39:21–42:12)

• A brand doesn’t thrive in a vacuum. Build a campfire, not a spotlight.
• Create inviting spaces where people gather—online or offline.
• Goldie’s example: Her partner’s Facebook group for LA-area comedians who love cats—niche, highly engaged, and community-oriented.
• Shift from “look at me” to “sit with me.”

Notable Quote:

“A personal brand then becomes not just a solo spotlight, it becomes a campfire that people can gather around... Community is that you are sharing beyond just yourself.”
— Goldie (41:16)

5. Consistency – The “Where” & The “Content” (42:16–49:50)

• Show up regularly, both online and offline. “Where your brand lives.”
• Your reputation is built by repeating core values, stories, and content themes – “Builds that trust. It’s that reputation you want to repeat with integrity.” – Goldie (43:07)
• Goldie’s story: 800+ daily LinkedIn videos as “DailyGoldie”; some were polished, others raw—the key was showing up every single day.
• Most people see only a portion of your content; a large, consistent body of work builds discoverability and depth.
• Consistency matters for quality AND frequency—be present so when people do find you, there’s a universe to step into.

Notable Quote:

“It’s better to show up imperfect, to show up messy, than to not show up at all.”
— Goldie (49:50)

Offline Personal Branding (45:39–51:32)

• Don’t underestimate in-person connections (events, conferences, meetups); combine all the Cs at events like Social Media Marketing World.
• Bringing online community offline deepens relationships, enhances trust, and leads to more opportunities.
• Attend, participate, and provide value even if you’re not a speaker—“showing up” is what counts.
• People are more likely to open their network to those they meet face-to-face.

Notable Quotes & Memorable Moments

• “Trust travels farther than ads.”
  — Goldie Chan (04:41)

• “People do business with those whom they know, like, and trust.”
  — Michael Stelzner (06:59)

• “Confidence is always knowing who you are in the room. Versus ego is shouting who you are in the room.”
  — Goldie Chan (28:15)

• “It’s better to show up imperfect, to show up messy, than to not show up at all.”
  — Goldie Chan (49:50)

• “You just have to show up as yourself and use a little common sense.”
  — Goldie Chan (51:31)

Timestamps for Important Segments

• Goldie’s Story & Brand Evolution: 03:16 – 04:25
• Why Personal Branding Matters: 04:25 – 09:53
• Who Needs a Personal Brand: 12:20 – 14:18
• Finding Clarity (Brand Pillars/Keywords): 14:18 – 18:08
• Competence: Purpose & Skill: 18:16 – 21:31
• Finding Your Why: 23:14 – 24:46
• Confidence vs. Ego, Affirmations: 27:19 – 36:43
• Community (Online and Offline): 39:21 – 42:12
• Consistency (Goldie’s LinkedIn Experience): 42:16 – 45:39
• Offline Branding & Networking: 45:39 – 51:32

Connect with Goldie Chan

• LinkedIn: Goldie Chan — Best platform to connect
• Website: goldiechan.com
• Book: Personal Branding for Introverts (2025) — Available wherever books are sold

Final Takeaways

• Building a personal brand is not limited to entrepreneurs; anyone can (and should) cultivate one.
• Use Goldie’s Five Cs—Clarity, Competence, Confidence, Community, Consistency—to establish your brand.
• Authenticity, repeated over time and reinforced both on- and offline, is the key to standing out, building trust, and opening doors.
• Show up, be real, provide value, and let your ripple spread throughout your community and career.

For detailed show notes and resources, visit:
SocialMediaExaminer.com/podcast/ (Episode 606)