A brand is a set of expectations, memories, stories, and relationships that, taken together, inform a consumer's decision to choose one product or service over another. A brand is a promise and requirement for differentiation in a crowded marketplace. Products, services, politicians, celebrities, and nations build brands to distinguish themselves from competitors to increase mindshare and market share. So, what is a personal brand? Your brand helps build trusted, valuable relationships and allows you to make a meaningful difference in the world. Your brand is being who you are with distinction, relevance, and consistency. Your brand consists of reputation and reach and must be authentic and consistent. Your brand is what people say about you when you are not in the room. Whether in your professional life or social network, an authentic, trusted personal brand is success. This course will prepare students to identify and strengthen their personal brand by developing a clear value proposition, setting goals, and taking risks that can lead to landing a dream job, getting a promotion or raise, increasing confidence, and being a genuinely excellent human.

Thought leadership and personal branding are two essentials yet often ambiguous ingredients in a career strategy. This course will arm students with the resources to identify their brand, better understand personal brand values alignment in their career and other areas of their life and employ personal branding communications strategies in digital and in-person contexts – including social media platforms and networking opportunities.