About Professional Branding

Professional branding has never been more important yet few professionals create a reputation for themselves beyond their job title and employer brand. The modern professional must take ownership of their own brand by clearly defining and establishing it in a way that enhances and expands their career possibilities. Brand Crafter engages participants in thinking strategically and holistically about their professional reputation, beyond just their job, and equally important, gets them into action in building their brands. 

Brand Crafter introduces the idea of a portfolio approach to one’s own professional brand management, which diversifies the participant across their job, industry/function, community, and the ways in which they enrich themselves. Participants will see the intersectionality of personal and professional brands as an opportunity rather than a liability. By leveraging the transferable skills they are good AND enjoy doing, they can test and grow those skills in many contexts.

The Brand Crafter Workshop is led by PILOT Founder & CEO Ben Brooks, an established expert in executive coaching and career development. Participants leave with a brand management “map” that defines their transferable (and energizing) skills, and the key activities and outcomes they want to create in each context, as well as an action plan to quickly start building out their desired brand. "Brand Crafter" is a compelling and innovative process, and mindset, that enhances professional development, expands career possibilities, and grows networks that can lead to finding new talent, customers, or providers.

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. 

The Brand Crafter can be done one-on-one or with a group:

One-on-one Brand Crafting
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Group Brand Crafting (up to 20)
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What You and Your Team Get:


  • Pre-work: Preparing for Success - Each participant will receive a dynamic online worksheet helps spur creativity and interest. They will each receive a print-out of their completed worksheet at the live workshop 


  • In-person and on-site facilitation of the Brand Crafter Workshop led by PILOT Founder & CEO Ben Brooks (three-hour workshop) 

  • Ben will help your team network and brainstorm to strengthen your team’s work, while providing feedback and facilitating discussion among the group with thought-provoking questions that will generate deeper thinking 

  • Each member of your team will walk away with a personalized “map” that they can hang in their workspace to remind them of the diversification goals they’ve set to be a stronger and happier teammate 


  • Post-work: Accountability Partner - Each participant will receive a personalized follow-up from the PILOT team to helps them stay accountable for taking action on their “map” 

For more than 20 participants: 

Complete the form below and a member of the PILOT team will reach out to you.

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