why & how podcasting is a powerful personal brand storytelling asset

At a time when AI tools are racing ahead and digital content is constantly vying for attention, one format continues to offer a refreshing mix of intimacy, strategy, and staying power: the podcast.

Earlier this month, the Global Chamber hosted a smart and lively session on the topic, spotlighting audio production expert Daniel Lippincott.

The conversation, moderated by toth shop’s Founder & CEO, Meg Seitz, was part of an ongoing marketing series to help professionals think differently and more practically about brand building in today’s landscape.

Here’s what we learned.

podcasts are still personal—and that’s the point

Doug Brunke, founder of Global Chamber, kicked off the event by reminding everyone that business still comes down to warm, human connections—not just cold outreach or algorithmic targeting. Podcasting, as Daniel emphasized, thrives in that exact space. It’s a chance to build trust, create longform value, and have real conversations in a way few formats still allow.

With an estimated 500 million regular listeners around the globe, podcasts aren’t just trendy—they’re accessible, scalable, and sticky. “People listen on their phones while walking the dog, commuting, or folding laundry,” Daniel said. “It’s direct-to-ear, and that’s powerful.”

it’s not just about talking—it’s about strategy

Daniel, who joined the session from his home in Spain, broke down four core pillars to a strong podcast strategy:

1. Concept that aligns with your brand and audience

2. Quality production that respects your listener’s time

3. Consistency in tone and timing

4. Promotion and distribution that gets your voice heard

   
   

That’s not a light lift. An average episode takes roughly 20 hours to produce. And Daniel is quick to point out: “You don’t have to do it alone—nor should you.”

guest vs. host: choose your own adventure

Should you start your own podcast—or just guest on someone else’s? According to Daniel, both paths have value.

Guesting is often easier and great for visibility. Hosting, however, gives you full control—of the narrative, the rhythm, the brand experience. If you're ready to lead, host. If you're dipping a toe in, start as a guest.

measuring success (spoiler: it’s not always about going viral)

One of the best insights came when Daniel shared a client story. A Fintech headhunter with low listenership was using her podcast not for reach, but for relationship-building—and it worked. “The show never went viral, but it landed her incredible business opportunities,” Daniel said.

In short: success can mean visibility, yes. But it can also mean traction, trust, or even just the right person hearing the right episode at the right time.

the real art is in the details

The group also got tactical: Invest in a solid mic. Use a mic stand. Prep your guests. Think through cultural nuances if you’re speaking to an international audience. And don’t sleep on branding. Your podcast should reflect your business visually, verbally, and narratively—from the cover art to the sign-off line.

Daniel even shared a few of his favorite shows, including NPR’s signature podcasts and the beautifully produced 20,000 Hertz, a show that explores the stories behind the world’s most recognizable sounds.

So whether you’re curious about launching a podcast, refining an existing show, or just listening a little differently, Daniel’s advice was clear: Treat podcasting like a craft. Do it well, and it’s not just noise—it’s a powerful, personal brand asset.

Stay tuned. (Literally and figuratively.) 

Want to connect with Daniel? Reach out to him via his website or say hello via email (danielmonkeytree@gmail.com) for resources, tips, or personalized podcast consultation.

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