Build Your Brand Blueprint Workshop
Course Description: Build a brand that reflects your expertise, attracts the right audience, and amplifies your impact. In this comprehensive workshop series, you’ll develop the foundational elements of a powerful personal brand, including your trusted authority, brand essence, mission and values, ideal client psychographics, storytelling strategy, purpose, market positioning, and business assets. Through expert-led training and practical AI-powered tools, you’ll leave with a clear, differentiated brand blueprint and the resources needed to confidently communicate your message, grow your visibility, and expand your influence.
Module 1: Your Brand Foundation
Instructor: JJ Virgin, Dr. Heather Paulson
Description: Lay the foundation for a brand that reflects who you are, what you stand for, and the unique value you bring. In this module, you’ll clarify your brand essence and begin building the messaging framework that will guide the rest of the workshop.
Resources:
Brand Foundation Worksheet: https://docs.google.com/document/d/1GXGiVQeeKp8epftHOs0qMJkIOm9z3lkkmL3RLU6eP7c/copy
Brand Essence Worksheet:
https://docs.google.com/document/d/1k1rjgLqCMOpYfYP89O1Mcikb7E22h0egNS2yUt-QLY4/copy
Build Your Brand Blueprint Workbook:
https://docs.google.com/document/d/1XHHjVJKOrT0EqzuPSm5CQdhz9WennJhtlgQL1JR6x48/copy
Brand Essence Builder GPT: https://hbgc.co/brand-essence-gpt
Module 2: The Trusted Authority Triangle
Instructor: JJ Virgin
Description: Explore the Trusted Authority Triangle, the foundational framework for building a brand people know, like, trust, and buy from. In this training, JJ Virgin walks through the three pillars of trusted authority: Trust, Authority, and Proof, and shows how to use them to strengthen your positioning, messaging, and visibility in the marketplace. You’ll also learn how your unique character, values, and experiences become the foundation of a brand that stands out and creates lasting impact.
Resources:
Trusted Authority Triangle GPT: https://hbgc.co/trusted-authority-gpt
Module 3: Define Your Mission & Ideal Client
Instructor: Victoria LaFont, Dr. Heather Paulson
Description: A powerful brand starts with a clear mission and a deep understanding of the people you serve. In this module, you’ll define the values that guide your work, uncover what sets your approach apart, and build a detailed picture of your ideal client so your messaging resonates with the right audience.
Resources:
Mission & Values Builder GPT: https://hbgc.co/missions-values-gpt
Psychographics Builder GPT: https://hbgc.co/psychographics-gpt
Module 4: Purpose, Impact & Market Position
Instructor: Melanie Sutherland, Ileka Falette
Description: Your brand becomes truly memorable when your purpose and positioning work together. In this training, you’ll clarify the deeper mission driving your business, define the impact you want to create, and learn how to position yourself in a way that sets you apart in a crowded marketplace. You’ll discover how to transform your purpose into a compelling market position, communicate your unique value with confidence, and create a brand that attracts the right clients because it stands for something meaningful.
Resources:
Purpose & Impact Builder GPT: https://hbgc.co/purpose-impact-gpt
Market Position Builder GPT: https://hbgc.co/market-position-gpt
Module 5: Build Your Brand Toolkit & Next Steps
Instructor: Dr. Heather Paulson, Victoria LaFont, JJ Virgin
Description: You’ve done the work to define your brand. Now it’s time to bring it all together. In this final module, you’ll organize your completed brand assets into a practical business toolkit you can reference as you grow. Then, JJ Virgin will walk you through your recommended next steps and how to continue building your business inside the Health Business Growth Collective. We’ll also share a preview of the upcoming Mindshare Summit and the opportunities available to continue learning, connecting, and growing alongside other healthcare entrepreneurs.
Resources:
Business Document Creator GPT: https://hbgc.co/business-document-gpt
Complimentary Connection Call Scheduling Link: https://go.oncehub.com/Connection
Join us at our Mindshare Summit 2026: https://pages.thehbgc.com/summit-sales-page-2026
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Event Information
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Speakers
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Dr. Heather PaulsonDr. Heather Paulson has been through it all, from digital marketing with online summits to leading a multi-practitioner brick and mortar clinic. Along the way to building her email list from 0 – 25,000 people she learned a lot of lessons by first making mistakes on her own and then pivoting into easier ways of doing business with guidance, coaching, and finding a group of like minded practitioners in the Health Business Growth Collective. Utilizing the processes of building authority with a bestselling book and creating a digital platform and funnels for her in person services, virtual consulting, and digital training products she was able to retire from her clinical practice and move to Peru to enjoy a slower pace of life, surrounded by nature, and plenty of fresh grown healthy food.
Dr. Heather Paulson created the life of her dreams by following the advice of the Mindshare methodology to utilize her 15 years of Naturopathic Oncology Clinical Service into a best-selling book, a profit generating cookbook sales funnel, and a group coaching and DIY Digital course for people with cancer. This allowed her to free up her time from 1:1 clinical services to pursue learning plant medicine in the Amazon Rainforest. One of Heather’s dreams is to pass on the hard lessons she learned along the way to help other clinicians build the life of their dreams.
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Ileka Falette -
JJ Virgin, CNS, BCHN, ACSM EP-CJJ Virgin is a renowned keynote speaker, Triple Board Certified Nutrition Expert, Fitness Hall of Famer, and 4-time New York Times bestselling author. She’s been featured on Dr. Phil, The TODAY Show, Dr. Oz and Rachael Ray, co-hosted TLC’s Freaky Eaters, and has hosted two PBS specials. JJ regularly speaks to audiences of 10,000+ and has shared the stage with icons like Tony Robbins, Seth Godin, Gary Vaynerchuk, and Dr. Mark Hyman. As founder of the Health Business Growth Collective (formerly Mindshare), she leads the most influential community of health entrepreneurs, helping practitioners scale their businesses and amplify their impact. Her Muscle Changes Everything philosophy empowers people to break free of outdated weight loss dogma and embrace a strength-first approach to transformation. JJ is on a mission to spark a global shift from “aging gracefully” to Aging Powerfully.
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Melanie SutherlandMelanie Sutherland is a health business strategist on a mission to help clinic owners maximize their profit and impact while minimizing their time spent in their businesses. For the last 20 years, she has been recruited to help build, grow and sell everything from multi-million dollar facilities to small business start-ups making her uniquely qualified to guide business owners towards what works in private clinical models, and perhaps more importantly, what doesn’t work. Her secrets for building sustainable and saleable businesses include leveraging strong leadership structures, robust operating systems and unparalleled client experiences.
Melanie is the founder of Body Co, 7-figure multi-disciplinary clinic, where she has retired from all patient treatment. She is a recognized pelvic health & perinatal physiotherapist, speaker, clinical mentor and coach to other health entrepreneurs building both in-person and virtual practices where her goal is to break down the learning curve of running your own thriving practice.
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Victoria LaFontVictoria LaFont is an opera singer turned marketing expert and owner of The LaFont Agency, a science-backed marketing agency that has helped hundreds of clinicians use SEO to go from burnout to career bliss.
Before Victoria realized marketing was her forever career, she operated a successful clinical practice and formulated Truly Healthy Protein Powder, a homegrown supplement company she grew from product idea to company sale.
She has collaborated with HealthMeans, Food Revolution Network, The Energy Blueprint, and The Ruscio Institute and designed and researched curriculum presented by the Nutritional Therapy Association. Additionally, she serves on the teaching staff of the University of Western States’ human nutrition and functional medicine program.
Sponsors
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Deep Dive
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Health Business Growth Collective
