Personal Brand
Development
A personal brand is not self-promotion.
It is the way people understand who you are, how you think, and why it is worth listening to you.
From clarity to recognition
Personal branding is one of the most frequently discussed, but also one of the most commonly misunderstood topics of modern success.
Although it is widely talked about, in practice it is often reduced to self-promotion on social media or the “fake it till you make it” approach.
Who is this workshop for?
The workshop combines strategic insight, personal reflection, and practical tools that can be immediately applied in a professional context.
What is a brand, and do we truly understand what we are building and communicating?
What are the four key “stages” of a personal brand?
What are the most common obstacles in developing a personal brand, and how can they be overcome?
Which positioning archetypes and communication styles help shape a clearer personal brand?
Which skills, channels, and tactics build a strong “mental presence,” and how do we know we are succeeding at it?
• Employees across all types of organizations
• Leaders and managers at all levels
• Entrepreneurs running small businesses
• Professionals and experts across different industries, both within and outside organizations
This workshop is designed for anyone who wants to more clearly define and strengthen their professional profile, visibility, and impact within their team, organization, industry, or field of expertise — regardless of their role or position.
It is equally valuable for those who are just starting to build their public presence and for those who want to rethink, refine, or reposition it.
5 reasons why you shouldn’t miss this workshop
Practical and immediately applicable strategies, tested through years of work and workshops with participants from various organizations across the country and the region.
A unique format that combines personal experience, a psychological approach, self-development, and business thinking.
Work on practical personal exercises that help participants apply the workshop insights to their own situations.
Breaking the myth that personal branding is merely self-promotion. The focus is on understanding and clearly communicating one’s own values.
Examples from local and international practice, with opportunities to exchange experiences and connect with other participants.
Key workshop topics
Understanding people and context
What truly influences people’s behavior
The dynamics of belonging, authority, and visibility
The role of stories in shaping how we see ourselves and others
How “constant busyness” affects communication and perception
How not to become your own obstacle
Personal narratives about your own work and value
Understanding the role you actually play in your professional environment
Recognizing the moments when it is necessary to change the story you are living
Communication styles
Different communication styles and when to use them
Managing expectations in professional relationships
Clarity, responsibility, and consistency in communication
Personal brand storytelling
Core principles of archetypal stories
Recognizing your own professional “persona”
Defining your personal message (mantra)
How to make your communication memorable through:
emails
presentations
meetings
public speaking
online content
Building a public presence
Personal branding within an organization
Personal branding externally: LinkedIn, public speaking, conferences, and educational events
Consistency across different channels and formats
Moderator
Lazar Džamić is one of the leading regional experts and trainers in brand and communications, a former contributor to The Guardian and former Head of Brand Strategy at Google’s creative think tank, The ZOO in London. He also served as Director of Strategic Planning in several London creative agencies and was one of the first digital strategists in the UK.
He teaches at prestigious business schools and universities across Europe, including Business School Lausanne, Rome Business School, Goldsmiths, and King’s College, and for several years has led the marketing module of the Mini MBA program for PwC across multiple countries in Central and Eastern Europe.
He is the author of several popular books and a distinguished speaker at international business conferences.
Workshop agenda
Workshop formats
- Introduction: What is a brand and what are the “stages” on which we build a personal brand?
- How can understanding people and ourselves become the foundation of building a personal brand?
- Managing others’ perceptions as a part of personal branding
- What is your “mantra” that expresses the essence of your brand?
- How to communicate your personal brand (1)
- How to communicate your personal brand (2)
Basic format
Full-day workshop (1 day)
Possible variations
Shorter, customized format
In-house workshop for teams
Focus adapted to the industry or the seniority level of participants
Some of the topics covered by Lazar Džamić
- We are all in marketing: how can marketing thinking benefit everyone?
- Brand and branding: what a brand really is and how it is built
- Consumer psychology: how do people make purchasing decisions?
- Employer branding: how to build a strong and authentic EVP (Employee Value Proposition)
- Content marketing strategy: using stories that create value
- Storytelling in B2B: from visibility to long-term clients
- Communication and wellbeing: how to reduce pressure by understanding communication styles
- The “black parrot” in your head: how to recognize and quiet destructive internal narratives
