Building and Developing a Professional Brand

Course Goal

Develop the ability of employees to strategically and authentically demonstrate their professional competencies, thereby strengthening the corporate image and influence within the team. The course is aimed at leaders, managers, and experts who seek to effectively position themselves within the organization and achieve business goals.

Training Format:

Online / offline / hybrid
Practical cases, workshops, interactive sessions
Participant support during training in a private chat
Group training: 6300 UAH/hour. Group up to 12 participants
Individual training: 1700 UAH/hour

What Will Graduates Gain?

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The problem this course solves

Many strong professionals stay in the shadows – they don’t advance, don’t get projects, and don’t influence, simply because they don’t know how to present themselves.
This course will help form a mature, holistic, and strategic positioning that supports your influence, career, and recognition.

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Program of the course "Building and Developing a Professional Brand"

Diagnostics: Who am I and where am I going?

The essence of positioning and professional branding
Key components of a professional brand
Your current brand already exists
Formulating the desired professional image
Defining goals and success criteria

Leader’s Archetype: the foundation of the brand

Working with archetypes: which archetype is “inside” and which one wants to be expressed
Finding your natural influence style
Strategy for balancing authenticity and role expectations

Leadership styles: choose yours

Overview of key leadership styles
What works for an introvert?
Identifying your own style
Hybrid style – how to stay flexible

Self-presentation 1.0: how to talk about yourself

The confident storytelling formula: “story – value – impact”
STAR and CAR as structured self-presentation tools
Tone of voice and language strategies

Building a brand through leadership and expertise

Two sides of the professional brand coin
The core: what are you about as a professional? as a leader?
What values and principles do you rely on at work?
Creating a recognizable image in the team

Working with inner barriers and criticism

Identifying and overcoming internal barriers
The inner critic – a partner, not an enemy
Confidence exercises and forming a new “inner language”
Working with “comparisons” within the team

Handling objections and shadow resistance at work

How to respond to skepticism like “you’re not a pro” / “we know better”
Tools for working with informal leaders through assertiveness
Case analysis and typical examples from work
Practicing verbal strategies

Visibility and influence in the company

Presence on important “internal stages” in the corporation
Influence without formal authority
How to initiate change without clashing with authorities
Internal proposal

Brand content: how to reinforce the image

What to say, write, and demonstrate to support your image through emotional leadership
How to behave in micro-scenes (emails, meetings, small talk)
Reputation message card
Engaging emotional leadership

Integration and further planning

Interim results
What already works, what needs strengthening
Preparing for the next step (new role or expanded influence)
“Timeline” technique – fixing your new state and vision of yourself in 6 months
Written positioning plan + emotional reinforcement of changes

Course

15 hours

10 lessons

Education provides

Marina Melnick

Founder, CEO, Lead Trainer, AI Transformation Consultant, Career Therapist