Workshop: Be Your Brand!

This seminar has been organised by the Marketing research group.

About the speaker

Our guest speaker is Professor Rubab Jafry O’Connor.

Professor O’Connor is a Distinguished Service Professor of Business Management at the Tepper School of Business. She has developed and currently teaches the Business Leadership Endeavour (BLE). This is a unique three-year leadership development course sequence for undergraduate students.

Her teaching repertoire also includes:

• Organisational Behaviour at Tepper
• Organisational Development at the Heinz School of Policy and Management
• Leadership and Organisations at the University of Pittsburgh
• Leadership and Budget Financial Management at Duquesne University
• Leadership and Organisational Behaviour at ICN Business School in France

Her research focuses on:

• transformational leadership
• confidence
• public speaking
• student development, both personally and professionally.

She is conducting a longitudinal study within the BLE course. She aims to examine the effects of behavioural skill development on public speaking and confidence.

Prior to her academic career, Rubab held several management roles. She was Director of Academic Advising and Career Consultant for undergraduates and MBAs in Comp Fi and Computer Science. She has also worked in investment banking and as a Research Assistant for the United Nations Development Programme in New York.

Rubab holds:

• Doctor of Education degree with a concentration in Management from the University of Pittsburgh
• Master of Policy and Management from Carnegie Mellon University
• Master of Economics and an undergraduate degree in statistics and economics

Her key publications include works on transformational leadership in academic advising and the impact of leadership on advisees. She has featured in the Journal of Higher Education Theory and Practice. Additionally, she has contributed to books on academic advising leadership and change management.

About this workshop

Be Your Brand: Building a Strong Personal Brand

The idea of building a personal brand has been around for many years. A strong brand is powerful asset that can significantly impact your academic, personal, and professional life. To be successful, however, a brand must go beyond crafting and cultivating a public persona. It must also reflect one’s authentic self. A brand is built daily in the way one lives, works, communicates, interacts, and behaves. In this workshop we will explore the art and science of embodying our brand through a dynamic blend of lecture, interactive activities, and thought-provoking discussions. This course goes beyond theory; it provides practical tools and strategies to help you be the brand that reflects your innermost identity, values, and aspirations.

Why Personal Branding Matters?

In an interconnected world where first impressions are the key, your personal brand serves as your professional calling card. It’s the sum of your reputation, expertise, and how you present yourself to the world. Whether you’re seeking internships, launching a startup, or aiming for that corner office, your brand precedes you. “Be Your Brand” equips you with the skills to craft an authentic and compelling narrative—one that resonates with employers, colleagues, and clients alike.

What to Expect

Self-Reflection and Discovery: Uncover your core strengths, passions, and values. Understand what makes you unique and how to leverage these qualities to stand out.

Effective Communication: Master the art of verbal and nonverbal communication. Learn to articulate your ideas confidently, whether in a boardroom presentation or a casual networking event.

Digital Presence: Navigate the digital landscape strategically. From LinkedIn profiles to thought leadership content, discover how to manage your online reputation.

Behavioural Skills: Cultivate emotional intelligence, empathy, and adaptability. Understand that your interactions shape your brand perception.

Confidence Building: Overcome self-doubt and project confidence. Whether you’re addressing a room full of executives or introducing yourself at a networking mixer, confidence matters.

Learning Objectives

Define Personal Branding

• Understand what a personal brand is and why it matters.
• Recognise that your brand extends beyond your resume—it’s how you present yourself in every interaction.

Discover Authenticity

• Explore self-discovery techniques to identify your unique strengths, values, and passions.
• Emphasize the importance of being genuine and true to yourself in building a brand that resonates with others.

Master Effective Communication

• Develop verbal and nonverbal communication skills.
• Recognise that public speaking is a crucial aspect of personal branding—whether presenting to a small team or addressing a large audience, your ability to articulate ideas confidently matters.

Leverage Digital Presence

• Learn how to manage your online reputation through social media platforms.
• Understand that what you share online contributes to your brand image.

Enhance Behavioural Skills

• Cultivate emotional intelligence, empathy, and conflict resolution abilities.
• Recognise that how you interact with colleagues, clients, and stakeholders impacts your brand perception.

Build Confidence

• Overcome self-doubt and project confidence through body language, tone, and content.
• Understand that confidence is not only about what you say but also how you say it.