Upon completion of this course, participants will be able to:

• Define their unique professional value proposition and core brand message.
• Identify and articulate their signature strengths and areas of expertise.
• Develop a consistent brand narrative for use across all professional platforms.
• Audit and align their digital presence (e.g., LinkedIn) with their brand goals.
• Implement strategies for showcasing expertise through speaking and writing.
• Identify and engage key internal and external stakeholders.
• Manage and mitigate negative feedback or crises that could impact their brand.
• Develop a long-term action plan for continuous brand maintenance and evolution.

• Professionals at all levels seeking to increase their career visibility.
• Individuals looking to change careers or secure a promotion.
• Entrepreneurs and consultants building a client base.
• Subject matter experts who need to be recognized as thought leaders.
• Anyone focused on professional networking and strategic influence.

• Individual development of a core brand message/elevator pitch.
• LinkedIn profile audit and optimization workshop.
• Role-playing "pitching yourself" for a new project or promotion.
• Group critique of professional networking outreach strategies.
• Individual exercise in articulating signature professional stories.
• Case study analysis of personal brand crisis management.

Unit 1: Defining Your Unique Professional Value

• The Core of Your Personal Brand
  • Understanding what a personal brand is and why it matters.
  • The process of self-inventory: identifying skills, values, and passions.
  • Defining your "Why" (purpose) and your "What" (value proposition).
  • Creating your core **brand message** or elevator pitch.
  • Identifying your ideal audience and the impact you wish to have.

Unit 2: Aligning Your Brand Presence

• The 360-Degree Professional Identity
  • Auditing your offline presence: communication style, dress, and conduct.
  • Optimizing your LinkedIn profile for maximum visibility and brand clarity.
  • Strategies for leveraging other digital platforms (e.g., Twitter, professional blogs).
  • Ensuring consistency between your verbal, written, and digital presence.
  • Developing professional headshots and visual consistency.

Unit 3: Strategic Brand Communication

• Showcasing Your Expertise and Authority
  • Techniques for communicating your value in meetings and presentations.
  • Strategies for identifying thought leadership opportunities (articles, speaking).
  • The art of asking for and receiving testimonials and recommendations.
  • Building social capital by championing the success of others.
  • Pitching yourself effectively for internal projects or external roles.

Unit 4: Building and Engaging Your Network

• Connecting with Purpose
  • Identifying key internal and external stakeholders to influence.
  • Developing a strategic outreach and follow-up plan.
  • Networking with authenticity: shifting the focus from "get" to "give."
  • Techniques for leveraging your network for mutual growth.
  • Maintaining long-term, high-value professional relationships.

Unit 5: Brand Maintenance and Evolution

• Sustaining Your Reputation
  • Strategies for gracefully managing negative feedback or professional setbacks.
  • Monitoring your professional reputation (online and offline).
  • Techniques for rebranding yourself for a career transition.
  • The ethics of personal branding and professional conduct.
  • Creating a long-term plan for skill acquisition and brand refinement.