Why Personal Branding Matters for Small Business Owners

How do you show up in the world, whether it’s online, at work, or in your community? Whether you’ve thought about it or not, that’s all part of your personal brand. 

In this episode of Psychologists Off The Clock, Michael is joined by Goldie Chan, a personal branding expert, to unpack her book, Personal Branding for Introverts, and what personal branding really is and how it’s different from just having a reputation. They talk about how to choose the right platforms, why consistency matters when you’re sharing content, and how to stay authentic while still protecting your privacy. 

Goldie also shares smart, down-to-earth advice on setting boundaries, creating meaningful content, and building genuine connections, especially for introverts and small business owners. 

If you’ve ever wondered how to shape your public persona without feeling fake or overwhelmed, this episode is full of practical, encouraging insights.

Listen and Learn: 

• What a personal brand is and how it reflects how people outside your inner circle perceive you
• The key difference between reputation (what others say about you) and personal branding (what you intentionally communicate about yourself)
• The many components that make up a personal brand, both online and offline
• The key differences between “rented” and “owned” online spaces, including their pros, cons, and how the balance between them has evolved in today’s digital landscape
• Practical, ethical, and authentic strategies for creating and posting social media content, including how to choose the right platform, define their audience, and maintain a sustainable posting cadence
• Testing and adapting to new platforms, understanding where their target community actually is, and aligning their content style with both personal preference and audience expectations
• Why going viral doesn’t necessarily build a lasting or engaged community, and why focusing on meaningful conversations and evergreen content is more valuable than chasing virality
• How to balance authenticity and privacy when building a personal brand
• Expressing genuine personality and emotion online in a sustainable way that maintains connection without compromising personal well-being or energy

Resources: 

• Personal Branding for Introverts: https://bookshop.org/a/30734/9781541705463 
• Goldie’s Website https://www.goldiechan.com
• Warm Robots: https://www.warmrobots.com 
• Connect with Goldie on LinkedIn: http://www.linkedin.com/in/goldie 
• Debbie’s Substack article: Am I a Brand? (Part 1) https://drdebbiesorensen.substack.com/p/am-i-a-brand
• Ambivalence about marketing my business (as a therapist, writer, and small business owner)

About Goldie Chan

Goldie Chan is a creative, keynote speaker, author and cancer survivor. She was named the "Oprah of LinkedIn" by Huffington Post and her creative video channel won LinkedIn Top Voice for Social Media. Goldie founded Warm Robots in 2018, an award-winning social media strategy and creative agency based in Los Angeles with global clients. Previously, she wrote an internationally-recognized column for Forbes, which received nearly 10M views, and was named Journalist Of the Year in 2024. Goldie writes for Archie Comics and has been featured as a fresh voice in The New York Times, CNN, Fast Company, and many other outlets. Her first book, Personal Branding for Introverts, published with Basic Ventures in 2025. Goldie is based in sunny Los Angeles.

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