Personal Branding and Thought Leadership
September 9-10, 2026
8:30 AM – 3:00 PM
Georgetown University in Qatar
This two-day executive course introduces personal branding as a strategic leadership capability. The course examines the relationship between personal and corporate brands, showing how leaders can build an authentic individual voice while remaining aligned with institutional values, reputation, and strategic priorities. Participants will examine how leaders are perceived, how credibility is built, how reputation is maintained, and how thought leadership can be developed through consistent messaging, expertise, communication behavior, and digital presence.
Through a combination of theory, case studies, guided reflection, peer discussion, and practical application, participants will develop a clearer personal positioning statement, identify their thought leadership territory, and create a practical roadmap for strengthening their visibility and credibility.
What You Will Gain
-Understand how personal branding supports leadership, reputation, and alignment with organizational goals
-Communicate your expertise effectively through storytelling, messaging, and digital presence to reach key stakeholders
-Leave with a practical toolkit, including a self-audit, defined focus area, executive narrative, and a 90-day action plan
Daily Overview
| Day 1 | Executive Brand Foundations & Strategic Alignment |
|---|---|
| Session 1 | Executive Brand Identity & Reputation |
| Session 2 | Corporate Brand versus Personal Brand |
| Session 3 | Executive Positioning & Thought Leadership |
| Day 2 | Thought Leadership, Executive Communication & Visibility Roadmap |
|---|---|
| Session 1 | Storytelling, Messaging & Presence |
| Session 2 | Digital Presence, Strategy & Stakeholder Engagement |
| Session 3 | Ethics, Reputation & Roadmap |
| Program Fees |
|---|
| Price for the two day course: QAR 7,300* Contact epeq@georgetown.edu for more information *Discounts are available for GU Alumni, Qatar Foundation Staff & Alumni, and EPE Partners |
Course Instructor
For more than a decade, Dr. Emma Shaffu has immersed herself in the world of corporate communications and digital marketing from both the client and agency sides.
Beyond boardrooms and communication strategies, she discovered her passion to empower individuals to captivate attention and lead with impact as a public speaking and leadership trainer. Emma has guided many individuals and entrepreneurs towards realizing their full communicative potential, including through teaching executive education courses at Georgetown University.
As a University Instructor, she has fostered an understanding of digital marketing, integrated marketing communication, and research among her students. She received a PhD in Communication from Pompeu Fabra University in Barcelona, Spain and recognizing the importance of nonverbal communication, also earned a Level 3 certification in body language.
Throughout her diverse endeavors, Emma’s unwavering passion remains the driving force behind her pursuit of excellence in teaching, training, and communication.