“Own your own URL. Everything else is borrowed land.”

Personal branding isn't about going viral — it's about showing up, standing out, and staying real. On this episode of Inside the Process, digital strategist, writer, and LinkedIn video pioneer Goldie Chan joins us backstage at Playbook 2024 to share how she built a globally recognized personal brand—starting with daily videos and lime green hair. We talk about gimmicks vs. substance, how to show up authentically without oversharing, and what it really takes to gain traction on LinkedIn (spoiler: it's not pods). Goldie also dishes on staying consistent, playing the long game, and why owning your own platform might be the smartest branding move you make.

Key Takeaways:

• Visuals help—but substance sustains – A standout look can get attention, but real value keeps it.
• You don’t need to game the algorithm – Pods and hacks can’t replace genuine connection.
• Consistency > virality – Building a strong brand is about showing up again and again.
• Joy is magnetic – Audiences are drawn to creators who clearly love what they’re doing.
• You are your own audience – Create content that you want to revisit and grow from.
  

Chapter Markers:

[0:00] Accidentally starting a personal brand

[5:04] Telling better stories

[11:40] Being consistent on LinkedIn

[16:00] How to stand out as a creator

[19:30] How personal should people get on LinkedIn?

[22:00] Visual identities for your brand

Resources:

Want more resources from this episode? We’ve got an episode recap, replay, and every template, process, and resource we covered right here: https://trainual.com/insidetheprocess 

Trainual

Inside The Process provides solutions for every aspect of the business — from process headaches and system improvement to self-management and leveling up as a leader. Mallory Glessner sits down with some of the brightest business minds and unpack their specialized insights to help you improve and level up the work you’re doing.

This is one of a few podcasts from Trainual, a software platform that helps businesses build playbooks to train and grow their team. You can check out the rest of our shows here: https://trainual.com/insidetheprocess