Personal Brand to Profit: Build Authority That Opens Doors

Position your expertise, create authority content, grow visibility, build relationships, and monetize trust responsibly

Created byDr. Law Payne

Last updated 11/2026

English

What you'll learn

Build a complete personal branding system that connects expertise, credibility, visibility, trust, and business value.
Position your expertise and create a differentiated professional identity for the right audience.
Develop signature ideas, authority content, distribution, and relationship-building practices.
Monetize trust responsibly through offers, opportunities, partnerships, and long-term reputation.

Course content

2 sections • 11 lectures • 1h 49m total length

The Personal Brand Business Model10:03
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind the personal brand business model. Students apply the framework to a continuing case and complete a practical assignment.
Position Your Expertise and Credibility10:04
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind positioning expertise and credibility. Students apply the framework to a continuing case and complete a practical assignment.
Create Signature Ideas and Authority Content9:58
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind signature ideas and authority content. Students apply the framework to a continuing case and complete a practical assignment.
Build Relationships Distribution and Visibility9:58
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind relationships, distribution, and visibility. Students apply the framework to a continuing case and complete a practical assignment.
Monetize Trust Without Damaging Your Reputation9:53
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind monetizing trust without damaging reputation. Students apply the framework to a continuing case and complete a practical assignment.

Workshop 1: The LinkedIn Authority and Revenue System9:50
Work through the practical lesson: The LinkedIn Authority and Revenue System. This applied study preserves the original LinkedIn Authority System - Turn Expertise into Revenue case context, then transfers its decision method to Personal Brand to Profit: Build Authority That Opens Doors.

Complete Strategy Decision Brief and Personal Authority and Proof Map. Make a specific business decision visible before selecting activities or tools. Build a credible professional position around demonstrated expertise and a relevant audience.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 2: Position Your Expertise for the Right Audience9:59
Work through the practical lesson: Position Your Expertise for the Right Audience. This applied study preserves the original LinkedIn Authority System - Turn Expertise into Revenue case context, then transfers its decision method to Personal Brand to Profit: Build Authority That Opens Doors.

Complete Ideal Customer Profile Worksheet and Research Question and Evidence Plan. Define the customers you can serve well and specify observable qualification and exclusion criteria. Choose research methods that can answer a specific decision question within realistic constraints.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 3: Create High-Trust Content That Builds Demand9:57
Work through the practical lesson: Create High-Trust Content That Builds Demand. This applied study preserves the original LinkedIn Authority System - Turn Expertise into Revenue case context, then transfers its decision method to Personal Brand to Profit: Build Authority That Opens Doors.

Complete Content Strategy and Distribution Planner and Messaging and Proof Map. Choose content that helps a defined audience make a decision and plan its distribution and measurement. Translate positioning into messages that answer buyer questions and are backed by verifiable proof.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 4: Relationships Conversations and Social Selling9:56
Work through the practical lesson: Relationships Conversations and Social Selling. This applied study preserves the original LinkedIn Authority System - Turn Expertise into Revenue case context, then transfers its decision method to Personal Brand to Profit: Build Authority That Opens Doors.

Complete Relevant Outreach Planning Sheet and Partnership and Influencer Evaluation. Plan a relevant first contact around a verified business problem and a reasonable next step. Evaluate a partnership by audience relevance, credible behavior, delivery terms, and measurable business fit.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 5: Measure Authority Pipeline and Business Results10:02
Work through the practical lesson: Measure Authority Pipeline and Business Results. This applied study preserves the original LinkedIn Authority System - Turn Expertise into Revenue case context, then transfers its decision method to Personal Brand to Profit: Build Authority That Opens Doors.

Complete Measurement and Learning Plan and Offer Design Canvas. Select a small set of defined measures and use them to make decisions rather than report activity. Build an offer that combines a valuable outcome, a credible delivery mechanism, and clear boundaries.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 6: Deliver Results Create Referrals and Scale Responsibly9:59
Work through the practical lesson: Deliver Results Create Referrals and Scale Responsibly. This applied study preserves the original Consultant Growth Machine - Package Expertise and Win Clients case context, then transfers its decision method to Personal Brand to Profit: Build Authority That Opens Doors.

Complete Customer Journey and Service Recovery Map and Measurement and Learning Plan. Design a service journey with clear handoffs and recovery when customers do not receive the promised value. Select a small set of defined measures and use them to make decisions rather than report activity.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.

Requirements

No prior personal branding experience is required; bring a professional goal or area of expertise.

Description

This course contains the use of artificial intelligence.

A strong personal brand is not a logo, a color palette, or a stream of self-promotional posts. It is a system that helps the right people understand your expertise, trust your judgment, remember your ideas, and connect you with valuable opportunities.

This course gives you a practical framework for building a credible personal brand around expertise, proof, useful ideas, relationships, and consistent execution. You will learn how to define your professional positioning, communicate a differentiated point of view, create signature ideas, develop authority content, improve distribution, and build relationships that expand visibility.

Across five focused lectures, you will build the complete personal branding system. The course covers the personal brand business model, expertise and credibility, authority content, relationships and distribution, and responsible monetization. Each lecture connects concepts to a continuing case and a practical assignment so that you can apply the framework to your own career, consultancy, company, or creative platform.

This course is designed for professionals, consultants, founders, executives, creators, coaches, and experts who want greater visibility and opportunity. No prior personal branding experience is required. Bring a professional goal, a field of expertise, and a willingness to communicate consistently.

Dr. Law Payne combines advanced business education with extensive experience in entrepreneurship, marketing, organizational leadership, teaching, and coaching. The emphasis is on credibility, useful contribution, ethical influence, durable reputation, and measurable professional value.

By the end, you will have a repeatable personal branding system that turns expertise into recognition, relationships, opportunities, and long-term trust without sacrificing authenticity.

Who this course is for:

Professionals, consultants, founders, executives, creators, coaches, and experts who want greater visibility and opportunity.

Personal Brand to Profit: Build Authority That Opens Doors

What you'll learn

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Course content

Build the Complete Personal Branding System5 lectures • 50min

Applied Workshop Lab: Evidence, Experiments and Execution6 lectures • 1hr

Requirements

Description

Who this course is for: