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Leadership Brand and Shadow

May 07 - June 24, 2015

Samuel Curtis Johnson School of Management, Cornell University
Ithaca, NY

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CUES Member$1,995.00


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Leadership Brand and Shadow

Your personal brand is the small set of characteristics that consistently come to others’ minds when they think of you. Knowing your brand helps you to:

  • Identify opportunities that capitalize on your strengths
  • Prioritize among those opportunities
  • Maximize your professional satisfaction

In this program, we will work to help you clarify your brand and provide a way to think about future opportunities.

Our first online class will review the concept of brand and why it is important to keep in mind when considering your career path. Shortly after our online class, you will receive the feedback submitted for you from your colleagues and friends. With this feedback and a self-portrait you have created in hand, you will clarify your brand, rewrite your self portrait, and consider ways of capitalizing on it.

Coaches and your peer learning group will help you do this.

In our second—and final—online class, we will focus on brand execution, including how to prioritize work and identify opportunities.

By program’s end, you should understand why clarity on your brand is important, what your brand is, and how to enact it in ways that provide you with your best opportunities.

Leadership Brand and Shadow Work Flow

Pre-work will be available a month prior and due the day before the program starts.


  • Introduction Powerpoint presentation


  • Solicit input from friends and colleagues
  • Create your self portrait

Online Class One*
May 7 from 1:00 - 2:30 p.m. CT

  • What is a brand?
  • What is a personal brand?
  • Why do you need a brand?
  • What is leadership?
  • Credit union executive mini-cases
  • Take action—Re-shaping your brand

Post-Online Class Tasks


  • Your reading assignment will include insightful articles from thought leaders and leading business journals

Project Work:

  • Compose your self-portrait
  • Consider your career goals in light of your self-portrait

Coaching Session One
Share your self-portrait and your career goals with your coach.

Project work:

  • Consider how you will enact your brand statement in daily work and personal situations.

Coaching Session Two
Report to your coach on your brand enactment.

Online Class Two*
June 24 from 1:00 - 2:30 p.m. CT

  • Obstacles to implementation
  • Goal setting
  • Commitment to follow through and check ins

*A playback will be available if you miss the live session or want to listen again.

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