Own the Room.
Own Your Story.

This course teaches you to build a professional identity with intention, evidence, and purpose — not just aesthetics. You will apply frameworks from communication theory, rhetoric, and cross-cultural research to develop a brand that is grounded in authentic values. The goal is not self-promotion. It is self-architecture: designing who you are professionally before the job market decides for you.

• 1
  Who Are You Professionally? A Honest Audit

  Most students have never seriously answered this question. You audit your current professional presence: what exists, what is missing, and what is working against you. The distance between where you are and where you want to be is your brand brief.
• 2
  Define Your Edge: Strengths, Values and What Makes You Different

  You cannot brand what you have not clearly identified. Using strengths and values frameworks as analytical tools, you pinpoint the two or three things that make you professionally distinct and start building your brand foundation around them.
• 3
  Know Your Market: Industries, Roles and What Employers Actually Want

  Branding is strategic positioning, not self-expression. You research your target industry, study the professionals already succeeding in it, and identify exactly what your audience is looking for before you write a single word about yourself.
• 4
  Your Story: Build a Professional Narrative That Sticks

  Résumés get scanned. Stories get remembered. You draft the core narrative arc of your career, including the turning points, the direction, and the proof, in a format you can deploy in any interview, introduction, or professional conversation.
• 5
  Sound Like You: Voice, Tone and Professional Communication

  How you sound matters as much as what you say. You develop your professional voice across written, spoken, and digital contexts, then test it in real peer feedback sessions where the class evaluates whether it actually lands.
• 6
  Live Pitch: Your 3 Minute Professional Presentation

  You stand up and deliver. A structured, timed narrative in front of the class evaluated on the same criteria a hiring manager uses in a real interview. This is the session where your brand either works out loud, or shows you clearly what still needs work.
• 7
  Own Your Digital Presence: LinkedIn, Naver and Beyond

  Someone is Googling you right now. You audit your entire digital footprint, rebuild your LinkedIn from profile photo to featured section, and develop a platform strategy that puts the right version of you in front of the right professional audience.
• 8
  Go Global: Adapting Your Brand Across Cultures

  A brand that works in Seoul may not land in Singapore, London, or New York. You study how professional expectations shift across cultures and adapt your narrative for at least two different professional environments, building practical skills for a global job market.
• 9
  Steal From the Best: Case Studies in Personal Branding

  You select two professionals in your target field and reverse engineer what makes their brand work. What do they say? How do they show up? What is deliberate and what is missing? You leave this session with a practical list of moves you can apply to your own brand immediately.
• 10
  Build Your Brand System: Visual Identity, Platform and Positioning

  A personal brand is more than words. You develop a visual identity framework covering photo style, colour direction, and typography choices, alongside a clear platform strategy that explains where you show up, why you are there, and what you actually say. Your brand becomes a system, not a mood.
• 11
  The Comparative Brand Audit: Research Meets Strategy

  Your most analytical assignment. You compare two professionals in the same field, examining strengths, positioning gaps, communication strategy, and audience alignment, and deliver a written analytical report that reads like the kind of research employers actually value.
• 12
  Audit Presentations: What the Research Reveals

  Your group presents its brand audit findings to the class. The discussion that follows exposes patterns you missed on your own, surfaces best practices across industries, and gives you direct material to apply to your own portfolio before the final session.
• 13
  Pressure Test: Peer Critique and Brand Stress Session

  Your brand gets stress tested by peers using real professional criteria. What lands? What is unconvincing? What is missing entirely? This session consistently produces the most honest and useful feedback students receive before submitting their final portfolio. Use it.
• 14
  Portfolio Build Day: Everything in One Place

  Dedicated production time with instructor check ins. Your LinkedIn strategy, professional bio, visual identity, personal narrative, platform plan, and future proofing section all come together into a single shareable document that is ready to send the moment class ends.
• 15
  Portfolio Showcase: Your Brand, Live

  You present your Strategic Brand Portfolio to the class as a professional document, not a school assignment. If a recruiter, mentor, or collaborator asked you to send your brand strategy tomorrow, this is exactly what you would send them.