How To Think About Your Professional Brand

Executive coach and CEO of the tech startup PILOT will lead your team in an interactive session called Brand Crafter. Critical in his presentation will be to distinguish “job” versus “career.” Your company, organization or title are merely your job, while the sum of education, experience, and impact defines your career.

Ben will guide participants in thinking about their career in four distinct verticals: 


1. Job/Role

Specific scope of responsibility with their employer 


2. Industry/Function

The (often multiple) segments that their companies or departments operate in


3. Community

External organizations and groups in their various communities


4. Enrichment

Individuals, groups, organizations, events, and activities associated with what’s next in the world, things outside one’s typical comfort zone, and with less linear connection to near-term gain


About The Brand Crafting Process

Following the presentation, there will be a breakout session where each member of your team, with Ben’s help, will populate a “map” that outlines three key elements in each of the four verticals.

The three key elements on the “map” include: 

1. Transferable Skills

Participants will create a summarized list of skills that can be used in more than one vertical. The key test is whether these skills are both things they are good at and things they enjoy doing.

2. Focused Activities

Participants will then list the projects, initiatives, events, roles, memberships, etc. that participants bring their Transferable Skills to in each vertical. They should be specific and ones that will advance the reputation and impact of participants. 

3. Impact/Results

Here is where the Transferable Skills are applied to the Focus Activities in a vertical and where results are produced. Ben will help participants approach this with “the end in mind” by thinking about what sort of change or result they want to produce in each vertical.