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Brand Purpose: Marketing Yourself and Building Meaningful Connections

Learn the best practices from branding experts to present your personal brand with confidence, professionalism, and purpose.

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  • Duration

    3 weeks
  • Weekly study

    4 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 3 of 3
  • Get full ExpertTrack access

    $39/monthFind out more

Define the purpose of your personal brand

On this three-week course, you’ll learn how to define your brand’s purpose to ensure you feel confident in delivering that all-important first impression.

You’ll start by refining your personal pitch to maximise the short window of opportunity with a connection to make a lasting positive impression that leads to longer-term gains.

You’ll also learn how to identify and connect with people and brands that will help you reach your strategic aims and goals, whether they be work or personal.

Master content creation and strategy

You’ll explore the role of scheduling in content creation as you start to explore creating your own content to match your brand’s purpose.

With this knowledge, you’ll learn how to develop a content strategy that lines up with the core features of your personal brand.

Finalise your style guide to use in the real-world

You’ll refine and finalise a coherent personal brand style guide that you can immediately start using to develop your brand.

This, along with your content strategy and guide to maximising your opportunities, will ensure you finish the course confident in your personal brand identity and with a plan of action for your next steps as a brand.


  • Week 1

    Pitching your personal brand

    • Welcome to Week 1

      In this activity, you will learn what we’ll be covering in the course, and preparing for deeper work on your personal brand by answering an important question: how do you go about making connections?

    • Pitching with a purpose

      You may all have heard of the elevator pitch, but how can you refine your pitch to convey your brand? You’ll do this by using the simple S.C.O.T.T structure, which we cover in these steps.

    • Maximising your opportunities

      Maximising opportunities is all about increasing the likelihood of good things happening for your brand. In this activity, you’ll be reviewing how you do this, by making a hit list of people and brands that might help you.

    • Presenting your personal brand

      How should you present your personal brand? The answer is simple: use a coherent strategy for maximum impact. In this activity, we’ll explore how my BASSLANES approach can help you.

    • Wrapping up Week 1

      These steps provide a summary of all that we’ve covered this week, and set up our activities for the next week of the course.

  • Week 2

    Developing brand assets

    • Welcome to Week 2

      These steps introduce Week 2 of our course and discuss our focus for the week: identity management.

    • Scheduling

      In this activity, we discuss the art of scheduling – planning when and what to post – and how getting it right can help reinforce your personal brand.

    • Content creation for purpose

      In these steps, we see how the content you share or personalise adds value to your brand and ensures that you are remembered for doing so.

    • Your content strategy

      In this task, you'll create content with a wow factor to promote your personal brand, and review content from other learners.

    • Wrapping up Week 2

      These steps round off Week 2 of the course, and give you the opportunity to review what you’ve learned and prepare to consolidate your learning in the final week of the ExpertTrack.

  • Week 3

    Building your network

    • Welcome to Week 3

      Welcome to the final week of this course and the ExpertTrack. In these steps, we introduce how you can bring together all the tips and strategies to help shape your fully formed personal brand.

    • Engaging and collaborating

      How can we get others to respond positively to our personal brand and brand assets? In these steps, we explore creating authentic and powerful calls to action to encourage a response from your audience.

    • Bringing it all together: Develop your style guide

      We now focus on bringing all the elements of your brand together, organising your assets so that they are easy to access and use, and monitoring how they perform.

    • Showcasing your work

      How do you now use all the notes, assets and examples you’ve been collating throughout the course? These steps give you some pointers on how to select what to use, and encourage you to share your style with other learners.

    • Course revision and summary

      In these final steps, we’ll review our journey so far and revisit our motivations for embarking on this course. We also offer suggestions on how to take your brand to the next level as you forge new connections.

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Describe how to pitch with a purpose
  • Develop a strategy to maximise a short window of opportunity
  • Present your personal brand in a cogent way
  • Describe the role of scheduling in content and brand approach
  • Experiment with content creation for purpose
  • Produce a content strategy
  • Identify opportunities to engage and collaborate with others

Who is the course for?

This course is designed for anyone interested in defining the purpose of their personal brand.

You don’t need any prior experience, however, you will benefit most if you have completed the first two courses of the Personal Branding ExpertTrack.

Who will you learn with?

I’m an award-winning practitioner and academic with two doctorates, and over 200 pieces of published work. I’ve travelled to 40 countries and worked on branding everything - from countries to people

Who developed the course?


FutureLearn is a leading social learning platform and has been providing high quality online courses for learners around the world over the last ten years.

About this ExpertTrack

Learn how to embrace your uniqueness to develop a successful personal brand, with branding expert Professor Jonathan A.J. Wilson.

Start learning today - free 2-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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