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My career

My name is Petra Wüst and I am a leading expert in personal branding, team branding and self-marketing.

Since 2004, my heart has been beating for helping people to achieve more impact and appreciation in their jobs. As a coach, trainer and keynote speaker, I support my clients in building a powerful personal brand to be more fulfilled and successful in their jobs.

During this time I have developed the Self Branding Model®, which I pass on in lectures, workshops and personal coaching sessions.

I am also the author of several renowned books and teach at the University of Basel.

Since 2004

  • Wüst Consulting, Basel
    Owner, speaker, trainer, coach and author, recognised as a "Professional Speaker" by the German Speakers Association.

Career steps

  • Malik Management Zentrum St. Gallen
    Senior Consultant, Project Manager and Trainer
  • Korn/Ferry International
    Human Resources Management and Recruitment Consultant; Internal Consultant at the European Headquarters of Korn/Ferry in London and at the World Economic Forum (WEF) in Geneva.
  • University of Zurich Sociological Institute
    Research Assistant. Job market, education and qualification research


  • Studied Political Economy at the University of Zurich: doctoral degree (Dr oec. publ.)
  • Postgraduate studies in Psychology at the University of Zurich, Extended Certificate of Advanced Studies in Counselling
  • Certified Coach for: Leadership Circle Profile (LCP) und Collective Leadership Assessment (CLA)


German, English and French


I‘m Agatha Christie’s greatest fan! – and I love reading crime novels. My longstanding desire: to write my own crime novel.