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Are You Your Own CEO? The Importance of Personal Branding

July 9 @ 10:00 am - 11:00 am PDT

Past Online Event


July 9
10:00 am - 11:00 am (PDT)

This event already took place. We invite you to watch the recording.

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We are CEOs of our companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called YOU. – Tom Peters

Whether you are 25 or 55, having a personal brand is a necessity. Tom Peters was one of the first to explore the significance of personal branding in an article he wrote for Fast Company twenty years ago. Once primarily used by Silicon Valley CEOs, personal branding – aka self-branding – has evolved into a tool used by professionals, regardless of their industry or career level, to distinguish themselves and highlight their value and purpose to their target audiences. When done correctly, it aligns the perception of how people see you to the reality of who you actually are.

With the economic calamity wrought by COVID-19, having a clear, distinct personal brand can be of immense positive assistance whether one is an entrepreneur re-opening her business or an executive in an industry hit hard by the virus.

This presentation will provide the seven steps needed to create a brand. A case study featuring Barbara Corcoran of Shark Tank fame will be showcased.

An exercise: Participants would select their top three skills, in order, as they see them. Then they have to match them with what is on their LinkedIn page. This will indicate how closely reality matches perception.

Jennefer Witter — CEO and Founder – The Boreland Group Inc.

Jennefer Witter is the chief executive officer and founder of The Boreland Group Inc. (TBG – www.theborelandgroup.com), a 17 year old boutique public relations firm headquartered in New York City. The agency specializes corporate communications, with a focus on women-led and minority owned businesses and non-profits. It was selected by TheStreet.com as one of five national, black owned businesses “making a buzz”. Jennefer was named one of the nation’s “10 most successful black CEOS and entrepreneurs” by MadameNoire Magazine.

Jennefer is an active public speaker, with presentations to military, trade and academic venues on regional, national and global platforms, on unconscious bias; gender-based workplace conversation; and public relations, communication and professional growth topics.

Venues include: TedX Albany: The Pentagon; The Brookings Institution; Pennsylvania Conference for Women; the Virginia Business Conference; The Sea Service Leadership Association’s Annual Symposium; Vital Voices Global Ambassadors Program; The Durst Corporation; Ellevate Network; Columbia University; American University and Fordham University. She is an instructor at the 92Y in New York. Jennefer was the keynote speaker at Brown Brothers Harriman’s “Women’s Summit” and Women in Cable Telecommunications DC/Baltimore Chapter. She is a featured speaker with Never Stop Learning, a boutique speakers bureau.

Jennefer is the author of “The Little Book of Big PR: 100+ Quick Tips to Get Your Small Business Noticed,” published by HarperCollins. She has appeared in The Wall Street Journal, Fast Company, the Associated Press, TheStreet.com, Bloomberg Radio, MarketWatch Radio Network and WJLA. Her articles have appeared in Forbes, Business Insider, Medium, HuffPost and numerous small business publications. Previously, she was the public relations expert for Inc.com TV and a contributor to AOL Small Business.

Jennefer is a passionate advocate for women in the workplace. She is an active member of Ellevate Network, a global networking organization for professional women, and serves on the advisory board for Women inPower, a 92nd Street Y led venture that seeks to support and promote senior level professional women to C-level positions. She is a mentor to many women in various professional fields.

Jennefer was formerly a vice president at Ketchum, an award-winning global communications firm. There, she launched a sub-practice that generated one million dollars in revenue in its first year. She has represented numerous corporations throughout her career, from Silicon Valley start-ups to Fortune 500 companies, including IBM and FedEx.

Jennefer holds a Bachelor of Arts degree in Communications (Print Journalism) from New York City’s Fordham University. While at Fordham, she worked at WFUV Radio, which was then student run. She produced and hosted the weekly black public affairs program, “Out Front.” Jennefer received a Regents Diploma from Brooklyn Technical High School, one of the country’s premier STEM schools.