How introverts can build a robust personal brand without being loud – Goldie Chan | Warm Robots

Welcome to another episode of The Small Business Show. Today, we’re joined by Goldie Chan, founder of Warm Robots and author of Personal Branding for Introverts, who explains how introverts can build personal brands by leaning into their natural strengths rather than forcing themselves to adopt extroverted behaviors.

Known as the “Oprah of LinkedIn,” Chan has been featured on CNN, Ink Magazine, and Fast Company, and served as a senior contributor at Forbes, where she wrote extensively on personal branding and digital storytelling. Her latest book targets introverts navigating a professional world that often favors extroversion.

Chan said the inspiration for her book came from the lack of focus on introverts in personal branding, particularly in today’s digital era. She highlights that introverts possess unique strengths, such as deep listening, thoughtfulness, and authenticity, that can be leveraged to build influence without imitating extroverts.

"I think the biggest mistake an introvert can make is trying to become an extrovert."

Advice for Introverts

She also outlines practical approaches for introverts to grow their personal brand:

• Avoid trying to become an extrovert: Embrace natural strengths like deep listening and strategic thinking.
• Start small: Focus on one platform, one piece of content, or one video to avoid overwhelm.
• Define your brand: Use the “three golden keywords” exercise to choose descriptive adjectives and nouns that capture your personality and role.
• Collaborate strategically: Let outgoing colleagues handle introductions while you deliver your prepared pitch.
• Understand brand versus reputation: Personal brand is the story you share when present; reputation is what others say when you’re not in the room.

Chan emphasizes the advantages of the digital age for introverts, noting that online platforms allow quieter professionals to share their expertise widely. She also introduced the concept of “loud introverts,” who can be outgoing and visible when passionate about their work.

Ultimately, Chan asserts that a personal brand is actualized when one takes the “cliff of opportunity,” which is a carefully planned leap of faith. This act of courage, she asserts, is considered essential.