A Personal Branding Roadmap
for Redefining Your Professional Identity
The practical roadmap for building a personal brand for career change, made for mid-career professionals ready to begin a new chapter
You can spend years building real expertise, strong relationships, and an impressive track record — and still feel invisible the moment you try to change career paths.
Your resume feels solid. Your elevator pitch sounds clear. The network seems strong. But you just can't quite pull off that career pivot you've been attempting. The issue is likely not your credentials. It's that your professional story is hard for others to follow.
CAREER RELAUNCH gives you a practical framework for career transition branding, making your career story legible through professional rebranding principles that turned around Domino's, Airbnb, and Dyson, and field-tested across 600+ workshops with over 70,000 professionals in 70+ countries.
Understand the importance personal branding plays in enabling career transitions, the unique marketing challenges professionals navigating career change face, and five relaunch principles from brands like Airbnb, Burger King, and Dyson to overcome them.
Use my 4-Part Personal Brand Blueprint, built on product branding principles, to craft your new professional identity by strengthening job application materials, sharpening your digital presence, and shaping your professional network to support your career transition ambitions.
Expand your digital footprint across platforms, elevate your organizational reputation among colleagues, and build industry-wide visibility through media outlets to solidify your new reputation long after your transition is complete.
Joseph brings top quality guidance, relevant stories, and well-chosen research into the content he shares with audiences. I wholeheartedly recommend his excellent work and have no doubt his readers will find his book truly worth the investment.
Working with Joseph has been one of the most practical and impactful career development experiences we've had. What sets him apart is his ability to translate broad career aspirations into a clear personal brand and a concrete action plan. For anyone navigating a career transition, Joseph provides not just advice, but practical tools and actions professionals can take to move their careers forward.
Joseph is an expert on personal branding and career transitions who has that rare ability to adapt his message to different audiences. He is also a pioneer in the careers field when it comes to using digital media, such as podcasts or Substack, to build an audience.
Joseph has made an outstanding contribution to supporting our students and alumni as they navigate their career journeys and develop a personal brand that is both authentic and impactful. He brings a rare combination of relatability, empathy, and credibility that resonates strongly with readers.
Joseph's sessions on personal branding are truly state-of-the-art: engaging, deeply interactive, and inspirational. He possesses a profound knowledge of his subject and excels at delivering key ideas in a highly practical, actionable way. Learning he is writing a book is wonderful news — I will definitely be one of its first readers.
We've been working with Joseph for over 10 years, and the impact he has had on our Full-Time MBA classes has always been clear and significant. Our students regularly give him stellar evaluations, praising his ability to provide practical, actionable guidance on personal branding and career transitions.
We have continuously relied on Joseph Liu for his expertise in personal branding, networking, and presentation skills. He brings immense credibility and guidance, empowering our professionals to successfully navigate their career transitions.
I have worked with Joseph for many years across different institutions and have consistently been impressed by his ability to translate personal branding concepts into practical, actionable guidance. His workshops combine deep branding expertise with a clear understanding of how professionals can move forward with greater clarity and confidence.
Joseph is one of the most effective career development experts I've ever worked with. I have no doubt his book will deliver practical, actionable guidance that resonates deeply with readers navigating uncertain career transitions, just as he does with our professionals who consistently derive enormous value from his workshops, often describing them as among the most impactful and practical career development sessions they've ever experienced.
Personal branding involves defining and reinforcing your unique knowledge, skills, and experiences into a clear narrative that makes sense to people in the industry or role you're moving into. I crafted CAREER RELAUNCH's framework specifically for mid-career professionals switching career paths, not new graduates building a brand from scratch.
Updating your resume or LinkedIn is only part of personal branding (which I cover in Part II of CAREER RELAUNCH). Career transition branding is the strategy that underlies those material updates: you first decide on your narrative and which specific experiences to selectively spotlight so your transition story makes sense to a new audience, before you touch a single document.
Repositioning yourself isn't all that different from how brands like Airbnb and Dyson use brand relaunch principles to evolve. CAREER RELAUNCH walks you through a 4-Part Personal Brand Blueprint to help you map your past experience and skills to your future ambitions.
Mid- to senior-level professionals, typically 10 to 20 years into a corporate career, who are pivoting roles or industries while still employed, or repositioning after a layoff. If you've built real credibility and now need to create a clear transition story, this book is for you.
Joseph's currently developing and writing CAREER RELAUNCH. Join the newsletter below and you'll be the first to know when it's released. In the meantime, you'll also get useful tips on navigating career transitions.
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