Building your professional brand

Professional branding is a concept unfamiliar to many doctors. Yet all doctors have a professional brand, whether they know it or not.

Our programs are designed to equip you with the skills and tools needed to build a strong professional brand at any stage of your career, so you can develop, progress, and achieve your professional goals.

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We offer three professional branding programs designed to support doctors at different stages of their professional branding journey:

What is your professional brand? »

It is what people hear about you from others, it’s what they say about you after they have meet you
It’s the perception you create, it’s the impact you have
It’s the key words that are used to describe you based on - what you say, how you say it, your actions, your behaviour, your appearance, your tone, your body language and how all of this together makes people feel.

Why is building your professional brand important? »

Your brand informs your reputation and is the foundation from which you build a successful career.
It can influence the opportunities and connections that do or don’t come your way and ultimately your career trajectory.
Your brand should be congruent with your personal values, your mission and your message.

Developing your professional brand is a conscious process and one we encourage doctors to engage in. It will support you in knowing how you want to present yourself, your values, your expertise, your ‘why’ and to communicate this succinctly and with confidence to your target audience.

Programs available:

1. Build your professional brand program

Program overview »

This program is delivered over a period of 1-2 months, during which time your brand coach will work with you to explore and develop your professional brand.
At the end of the program you will have developed a ‘Professional branding brief’ that you will use to create all of your brand documents and have identified ‘branding goals’ which you will have begun to implement.

Program structure »

Three sessions over 1-2 months: Session 1 (1 Hr), Session 2 (1 hr) & Session 3 (30 minutes).

Audience »

Doctors in Training (DiT), Registrar, Junior Consultant, Specialist in public Sector
Program is designed to support doctors at all stages of their career who are self-defined ‘professional branding beginners’.
They know they most likely have a professional brand; however, they are not sure exactly what theirs is, or that it accurately reflects their career aspirations and goals. They are now keen to be an active participant in shaping their professional brand.
They may also often feel ill equipped in communicating their professional brand to others both verbally and in a written format and they believe that their branding tools such as their resume, bio, website, headshot, image & presentation needs development.

Booking and costs

This coaching program can be booked by clicking on the relevant link below. All prices are inclusive of GST.

I am a Doctor (AMA Victoria Member) $490 + GST = $539	BOOK NOW
I am a Doctor (AMA Other State Member) $590 + GST = $649	BOOK NOW
I am a Doctor (Referred by referral partner) $690 + GST = $759	BOOK NOW
I am a Doctor (Non-member) $980 + GST = $1078	BOOK NOW

2. Build your professional brand and style consult program

Program overview »

This program is delivered over a period of 1-2 months, during which time you will engage with two coaches, a brand coach and style coach.
These coaches will engage with you five times over the course of the program and at the end of it your will have developed with your brand coach a ‘Professional branding brief’ that you will use to create all your brand documents and have identified ‘branding goals’ which you will have begun to implement.
Your style coach will have prepared a ‘Personal style guide’ summarising the key points of the consultation including your style goals and aesthetic, wardrobe gaps and style tips to elevate your professional look.

Program structure »

5 sessions over 1-2 months
Session 1 (1 Hr) Brand coach, Session 2 (45 mins) Style coach, Session 3 (1 hr) Brand coach, & Session 4 (15 minutes) Style coach & Session 5 (30 minutes) Brand coach

Audience »

Doctors in Training (DiT), Registrar, Junior Consultant, Specialist in public Sector
Program designed to support doctors at all stages of their career who are self-defined ‘professional branding beginners’.
You know they most likely have a professional brand; however, you are not sure exactly what yours is, or that it accurately reflects your career aspirations and goals. You are now keen to be an active participant in shaping their professional brand.
You may also often feel ill equipped in communicating your professional brand to others both verbally and in a written format and you believe that your branding tools such as their resume, bio, website, headshot, image & presentation needs development.
You are keen to get some support in developing your personal style and would like the support of a professional to clarify your style objectives, tease out what your authentic style really is, and discuss any style dilemmas you may have in your wardrobe or shopping more generally that may be holding you back

Booking and costs

This coaching program can be booked by clicking on the relevant link below. All prices are inclusive of GST.

I am a Doctor (AMA Victoria Member) $1060 + GST = $1166	BOOK NOW
I am a Doctor (AMA Other State Member) $1160 + GST = $1276	BOOK NOW
I am a Doctor (Referred by referral partner) $1260 + GST = $1386	BOOK NOW
I am a Doctor (Non-member) $980 + GST = $2120 + GST = $2332	BOOK NOW

3. Style consult

Consult overview »

The style consult is a little bit like therapy for your personal style! In this hour together online with our style coach, you will dive deeper into your style objectives, tease out what your authentic style really is, and discuss any style dilemmas you may have in your wardrobe or shopping more generally that may be holding you back.
Our style coach knows that style is incredibly personal, and no two people are the same. We want to honour this by taking time to really understand who you are – your lifestyle, life and career stage, tastes, preferences, likes and dislikes – to articulate a style that is truly you.
In the consult we will look at some items in your wardrobe you’re currently wearing for work and discuss whether these are reflective of your professional brand goals. This will also help determine any gaps you need to shop for.
After this session, you will receive a Personal Style Guide summarising the key points of the consultation including your style goals and aesthetic, wardrobe gaps and style tips to elevate your professional look. We will then reconnect a month or so later to do a follow up session with you.

Program structure »

2 sessions over 1-2 months
Session 1 (1 Hr) & Session 2 (15 mins) follow up

Audience »

The style consult is available to doctors at all career stages.

Booking and costs

This coaching program can be booked by clicking on the relevant link below. All prices are inclusive of GST.

I am a Doctor (AMA Victoria Member) $590+ GST = $649	BOOK NOW
I am a Doctor (AMA Other State Member) $690 + GST = $759	BOOK NOW
I am a Doctor (Referred by referral partner) $790 + GST = $869	BOOK NOW
I am a Doctor (Non-member) $980 + GST = $1180 + GST = $1298	BOOK NOW

4. Advanced professional branding program – Refine, leverage, extend

Program overview »

This program is designed to support doctors who already possess a well-developed professional brand but who wish to further to refine, leverage and grow their professional profile and brand for the purpose of:

Increasing their status as an expert in their chosen specialist field or interest area
Building and expanding their referral & other professional networks
Successfully engaging with target client (patient) base
Developing & building a successful practice

In engaging in this program, you will be taken through a three-stage process with an experienced brand & style coach to discover, define and deliver your brand voice and unique value proposition. On completion of the program, you will be given an ‘Action plan’ to support you to create the branding tools you need to build your professional profile.

Program structure »

4 sessions over 1-2 months: Session 1 (45 mins) Discover, Session 2 (45min) Define, Session 3 (1 hr) Deliver & Session 4 (15 mins) Follow-up

Audience »

Any doctor with an established brand that would like to take it to the next level or redefine it.

Increasing their status as an expert in their chosen specialist field or interest area
Building and expanding their referral & other professional networks
Successfully engaging with target client (patient) base
Developing & building a successful practice
To gain competitive advantage and attract more opportunities their way
Secure professional appointments with desired hospitals, practices, universities, research bodies, organisations – government, media, public & private sector.
Build & grow your public profile in your chosen domain
Expanding and revamping the branding tools that will help to create your online & in-person presence, such as:
- Their personal style & presentation,
- Website, logo & marketing collateral
- Social media profile
- Bio & head shots.

Booking and costs

This coaching program can be booked by clicking on the relevant link below. All prices are inclusive of GST.

I am a Doctor (AMA Victoria Member) $950 + GST = $1045	BOOK NOW
I am a Doctor (AMA Other State Member) $1100 + GST = $1210	BOOK NOW
I am a Doctor (Referred by referral partner) $1250 + GST = $1375	BOOK NOW
I am a Doctor (Non-member) $980 + GST = $1900 + GST = $2090	BOOK NOW

Keen to access personal styling services?

Our brand and style coach offers AMA Victoria members a complimentary 15-minute discovery call on one of following topics:

Doctors in Training - 15 minute Interview Style Consult
Young Fellows - 15 minute Career Step-Up Style Consult
GPs and Specialists - 15 minute Executive Style Consult

Members, click here to book your consult. Lisa also offers AMA Victoria members a 10% discount on all of her styling services, which can be viewed here.

Your brand and style coaches:

Mardi O’Keefe »
Director, Professional Development and Careers
Coach - Career, brand, organisation and high-performance

MARDI O'KEEFE
Director, Professional Development and Careers
Coach - Career, brand, organisation and high-performance

Mardi O’Keefe is a career management and organisation development professional with 20 plus years of experience working in the corporate, government and health sectors. Mardi is a level 2 IECL certified organisational coach with 100’s of hours of professional coaching experience. She has spent the past 7 years building the AMA Victoria professional development and careers function. During this time, she has developed a range of leadership, professional & career coaching programs specifically designed for the medical profession, while also coaching 100’s of doctors to effectively navigate their careers and take up their professional roles. Mardi is experienced working with doctors from graduation to retirement, in all vocational areas and supports doctors operating at all levels within a health service hierarchy. Mardi has a BSc (Psych) and a MAppSci (Organisation Dynamics) and is a member of Group Relations Australia.
Carolyn Speed »
Manager - Career Service
Coach - Career, brand, organisation and high-performance

CAROLYN SPEED
Manager - Career Service
Coach - Career, brand, organisation and high-performance

Carolyn Speed is a career management professional and executive coach with many years of experience coaching doctors across all stages of their career from student to retirement. Carolyn is a level 2 IECL certified organisational coach with hundreds of hours of professional coaching experience. She has extensive knowledge of the medical profession, with insight into training pathways, career progression and health services and a passion for supporting doctors through career transitions. Carolyn has been instrumental in the development of the AMA Victoria Medical Career Service including the implementation of interview preparation programs and retirement offerings specifically designed for the medical profession. She has a previous career as legal professional with diverse expertise in both the private and public sector as consultant and a senior lawyer. Carolyn has a BA (psych) and Llb (hons).
Dr Anna Clark (PhD) »
Leadership coach and educator

DR ANNA CLARK (PhD)
Leadership coach and educator

Dr Anna Clark is a leadership consultant and coach designing and delivering leadership programs and individual coaching for a range of leadership roles, creating customised designs to support the development needs of individuals, teams and organisations. Anna has over 12 years’ experience coaching a range of emerging, middle, and senior leaders from both private and public sector organisations including health and education. Anna specialises in supporting individuals to identify meaningful and realistic development goals, and to then create and enact personal action plans to support their development in a practical and sustainable way. Anna also writes regularly for AMA Victoria, publishing on leadership topics highly relevant to the complex care and collaborative leadership required in healthcare settings. Anna holds a Bachelor of Behavioural Science (Psych, with Hons) and PhD in social psychology and held academic positions in psychology and organisational behaviour departments in the Netherlands, France, and Australia.
Julia Earle »
Career and brand coach

JULIA EARLE
Career and brand coach

Julia Earle is an expert in career development and talent management. She has over 20 years’ experience across a range of industry sectors including health and has a BA (psych) and post-graduate qualifications in career coaching. Julia has experience coaching individuals from students through to those approaching retirement and takes a client-centred, strengths-based approach to coaching. She has a passion for supporting professionals through career transition, especially as they seek opportunities to develop their expertise or consider pathway options. She also has extensive experience in recruitment and selection processes and supporting individuals to achieve their employment goals.
Lisa Stockman »
Brand and style coach

LISA STOCKMAN
Brand and style coach

Lisa Stockman was born and raised in Melbourne Australia, and in her twenties lived in Italy and Japan. She studied a Graduate Diploma in Education at the University of Melbourne and Master of Professional Styling at Australian Style Institute.

She has worked in the fashion industry both as a Stylist and boutique owner for over 15 years and held global training roles in the retail sector. Her personal styling career began over a decade ago as a side hustle while owning a clothing boutique in Melbourne.

Today, she is brand coach & personal stylist to a diverse range of clients and specializes in working with people who are experiencing life-changing events such as gaining a job, taking the next step in their career, getting divorced, beginning to date, post-surgery, post baby, or getting ready for an event of a lifetime such as a wedding or anniversary.

Lisa uses her professional expertise and personal experience to inspire everyday individuals, executives and professionals to put themselves out there and allow themselves to be seen, heard and celebrated for who they choose to be.