Practice Area

Management and Leadership

Establishing Your Brand


  • Traditional Classroom: 1/2-day
  • Virtual Instructor-led: One 3-hour session or Two 90-minute sessions

More than just a logo, a typeface, or an image, a brand is a powerful reputational asset. Organizations have brands, and so do people. (YOU have a brand, whether or not you are being intentional about building it.) In this session, we’ll delve into the essence of “you,” exploring the confluence of your values, talents, aspirations, and actions. You’ll learn how to discover and articulate your unique value proposition as a leader and capture it in a personal brand statement.


Target Audience

This course is designed for new managers, leaders, team leads, aspiring leaders, team members, and individual contributors who want to identify and build their personal brand.

Learning Objectives

  • Identify personal brand characteristics of various leaders.
  • Connect values to perceived characteristics and behaviors.
  • Distinguish between your reputation and your personal brand.
  • Clarify key values that drive your day-to-day interactions.
  • Describe observable behaviors that illustrate your governing values.
  • Write a personal brand statement that captures your unique value.

Course Outline

Introduction and Objectives
The Power of a Brand
Leaders/Influencers and Their Brands
  • Group Activity: Personal Brand Characteristics and Values
Identifying Your Governing Values
  • Reputation and Personal Brand
  • Individual and Group Activity: Identifying and Sharing Your Governing Values
Mapping Values to Behaviors
Creating Your “Coat of Arms”
  • Individual and Group Activity: Creating and Sharing Your Personal Coat of Arms
Crafting Your Personal Brand Statement
  • Brand Statement Examples and Characteristics
  • Individual and Group Activity: Writing and Refining Your Personal Brand Statement
Summary and Action Planning

MDV1010b Course Code


For more information on this topic, as well as how Corporate Education Group can help power your organization’s performance, contact us via email or call 1.800.288.7246 (US only) or +1.978.649.8200. You can also use our Information Request Form!


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