Brand Yourself for Success
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Cd for Best Career Book, 2007 (her own New York City-based brand strategy firm that with people, products and companies.
Interview With Book Author Catherine Kaputa
U R a Brand!: How Smart People Brand Themselves for Business Success
By Catherine Kaputa
Interviewed by: Patricia Schaefer
Buy this Book from Amazon.com
By Catherine Kaputa
Interviewed by: Patricia Schaefer
Buy this Book from Amazon.com
What comes to mind first when you hear the word "brand" or "branding"?
Do you think of customers' perceptions of a company, its products or services; of people wanting to buy from companies they like and trust? Or maybe your mind wanders to images of the hot iron branding of cattle as a rangeland mark of ownership?
They might be either, or both. You see, for more than 4,000 years -- at some time in all countries and all civilizations brands have been used as identification: for companies, products, services, livestock, and ... even humans, to name a few. They have been symbols of disgrace for, say, convicted criminals -- or symbols of pride for; i.e., those associated with a company's branded, recognizable, and valued products and services.
A relatively new concept in the long and conflicted history of branding is the idea of self-branding, a strategy for success that includes and employs the practice of self-awareness and commitment to who you really are, and a way to turn an ordinary career into an extraordinary one.
Catherine Kaputa -- a 20-year veteran of branding and advertising; and the founder of SelfBrand, a brand-strategy firm that works with people, products, and companies -- has taken the most positive, authentic and noble form of personal branding, and written about it in her self-help book U R a Brand!: How Smart People Brand Themselves for Business Success:
"A person represents a skill set. A self-brand represents a Big Idea, a belief system, that other people find special and relevant. Self-branding is more than your name, identity, and image. It is everything you do to differentiate and market yourself, such as your messages, self-presentation, and marketing tactics.
"Your ability to maximize the asset that is you is the single most important ingredient in your success.