Many founders build brilliant products, lead exceptional teams, and grow strong businesses — yet struggle to be seen beyond their company logos. They show up to pitch decks and client meetings with confidence, but online? Their LinkedIn profiles barely whisper what they’re capable of. That disconnect often isn’t a lack of expertise, but a lack of strategy — and the toll is real: low engagement, missed business leads, and brands that fail to reflect their impact.
Quinn Che knows this story too well. She’s worked alongside founders, coaches, and entrepreneurs who knew they had something valuable to share, but didn’t have the time or clarity to say it. Through True Brand, Quinn helps them turn silent profiles into lead magnets — not with viral gimmicks, but with structured storytelling and strategies that honor their voice. This is how she’s helped her clients earn over 8 million impressions and $200,000+ in recurring revenue — and in this article, she reveals exactly how founders can build a personal brand that works as hard as they do.
Highlights
How Busy Founders Can Turn LinkedIn into Their Biggest Business Driver
Q: What first drew you to LinkedIn as a platform for building personal brands, and how did that evolve into founding True Brand?
A: I actually started building personal brands on Twitter — that’s where I learned how powerful written content can be when it comes to shaping perception, building trust, and attracting opportunities.
As I worked with more entrepreneurs, especially coaches and founders, I realized many of them weren’t active on Twitter — their audience was on LinkedIn. But when they tried to post there, they’d either fall into overly corporate content, or burn out trying to sound like someone else.
That’s what drew me to LinkedIn: the opportunity to help people show up in a more human and intentional way, without diluting their expertise.
From there, I created True Brand — a personal branding and content strategy service designed to help busy entrepreneurs build thought leadership on LinkedIn in a way that feels aligned, strategic, and sustainable.
Q: You’ve helped clients generate over 8 million impressions and $200k+ in annual recurring revenue. What do you believe sets apart high-impact LinkedIn content from the noise?
A: High-impact content always comes down to clarity, relevance, and emotional resonance.
What sets standout content apart isn’t a flashy hook or perfect format — it’s that it speaks to a very specific type of person, solves a real problem, and feels like it’s coming from someone who’s lived it.
When we focus too much on trends, we risk losing our authentic voices and values. But when content is rooted in lived experience, delivered with clear intention, and backed by strong positioning — that’s when it builds real momentum.
Q: Many founders struggle to show up consistently online. How do you design a content system that works for busy entrepreneurs without burning them out?
A: The key is to stop thinking in terms of more content and start thinking in terms of smarter systems.
I work with founders to build a living content bank organized by TOFU, MOFU, and BOFU stages. We repurpose ideas across formats, build weekly posting rhythms around their energy and availability, and most importantly — remove the guesswork.
Rather than expecting them to sit down and write every week, we often use recorded calls, voice notes, or casual message threads as raw material. From there, I ghostwrite or support their own drafts — so the founder’s voice stays intact, but the execution is handled.
Consistency comes from systems, not a constant hustle.
Q: You break your strategy into TOFU, MOFU, and BOFU stages — how do these translate into real posts that drive connection and conversions?
A: Here’s how I apply the TOFU–MOFU–BOFU framework to LinkedIn content:
- TOFU (Top of Funnel): Awareness-building posts. These might include personal stories, lessons learned, or mindset shifts — designed to resonate emotionally and grow visibility.
- MOFU (Middle of Funnel): Trust-building posts. Think: frameworks, FAQs, educational breakdowns, or client scenarios. These posts show how you think and how you help — and start moving people closer to your offer.
- BOFU (Bottom of Funnel): Conversion or positioning content. These posts directly address the problem your offer solves, often paired with a light CTA like “DM me” or “I’m opening 2 client spots.”
Together, these create a full-funnel journey — from stranger to follower, to lead, to client — all through consistent storytelling.
Q: Ghostwriting is such a personal craft. How do you capture someone’s voice in a way that feels real and builds trust with their audience?
A: Voice is everything. The goal isn’t to make someone sound like a “better” version of themselves — it’s to help them sound like their truest self in writing.
To do that, I start by listening deeply — not just to what they say, but how they say it. I’ll often study their past content, podcasts, interviews, or even how they talk in casual conversations. I take note of their tone, favorite phrases, pacing, and the emotion behind their words.
Then I write like I’m channeling — not impersonating. I want the audience to feel like they’re hearing directly from the founder, not from a ghostwriter behind the scenes.
When done well, ghostwriting becomes invisible — and the relationship between the founder and their audience becomes stronger than ever.
Q: What’s one mindset shift you wish more founders in Asia would embrace when it comes to personal branding on LinkedIn?
A: I wish more founders would see personal branding not as self-promotion, but as service.
Many founders — especially in Asia — worry about being too visible or “showing off.” But personal branding isn’t about ego. It’s about giving people a window into how you think, what you believe, and how you can help.
Your content can be a form of leadership. And when done right, it’s not about you — it’s about the value and clarity you create for others.
The mindset shift is this: Your content is not a distraction from the business. It’s an asset that drives it forward.
Your Brand Is Your Business: Start Building Today
Visibility shouldn’t be a luxury — not when the right words can open doors, spark conversations, and earn trust before the first meeting. Still, so many founders hesitate. They fear saying the wrong thing. They wait until it’s “perfect.” Or they stay busy doing everything but the one thing that could scale their influence: showing up consistently with intention.
Quinn Che offers an alternative — a system that turns content into clarity, and clarity into conversions. Whether it’s breaking down the TOFU–MOFU–BOFU journey or ghostwriting in a voice that feels unmistakably yours, her approach helps founders become more than just operators — it turns them into leaders people remember.
So if you’ve been quiet online, maybe it’s not because you have nothing to say. Maybe it’s because no one’s helped you say it right. That changes now.
Highlights
Read the article in Chinese here.
