Career Branding Workbook

A 42-year-old director of product management at a healthcare SaaS company has been in the industry for fourteen years. When asked at a conference to introduce herself, she describes her company, then her title, then her reporting structure. Her peers lead with a point of view. She came to coaching to develop her executive presence, and the brand statement section of this worksheet is where the gap becomes a diagnosis rather than a vague aspiration. The worksheet forces the question her title doesn't answer: what is the specific value you create, for whom, in a way no one else quite delivers?

Frame this as the gap between a credential and a position. 'When you introduce yourself professionally right now, what d...