You can’t accomplish much without knowing who you are—the authentic you—and communicating your value to others. Catherine Kaputa
In the personal branding mindset, you are your most important asset—an asset, like education, that no one can take away from you. Personal branding shows you how to increase the value of that asset, both in terms of self-actualization—becoming who you can be—and in terms of human capital—maximizing the financial value of your career. Personal branding is always based on authenticity, but it’s showing yourself in the best, most relevant, and most appealing way to a specific audience.”
These life-changing words are found in the new and expanded second edition of Catherine Kaputa’s book, You Are A Brand. It is a book well-worth reading and one that you must get your hands on ASAP.
It has been said what you don’t know won’t hurt you. I must tell you that is not true. What you don’t know about personal branding will hurt you, now and in the years to come.
So, I invite you to learn from a 20-year veteran of branding and advertising, Mrs. Catherine Kaputa. She is a bona fide branding GURU who graced us with her presence, her expertise, her guidance on today’s Books That Transform show.
I have included the questions I asked her below and the player from Blog Talk Radio so that you can listen RIGHT NOW. Please do. You will thank me later.
Catherine, when Hurricane Sandy hit and I saw the damage done in Manhattan, I immediately thought of you. I remembered that you were in Manhattan when I interviewed you in June and wondered how things were with you and your family. Tell us about the bravest or most courageous moment that you have witnessed or heard about in the area since Sandy devastated the area.
Catherine you are a 20-year veteran of branding and advertising, a bona-fide guru, if you will, so I want to begin the show with some myths about personal branding that are running rampant in the entrepreneurial stratosphere. I would love for you to dispel those myths for us on the show today right off the bat. Is that okay?
I am not participating in personal branding. I have a solid career. I don’t have a myname.com website. I don’t waste time on Facebook or Twitter and LinkedIn….well, I don’t even see the purpose for that. It’s too boring and confusing. So, I guess you can say that personal branding is just not “for me.”
I have earned all of the professional degrees necessary in my industry as well as all of the most important certifications. My educational credentials and experience in the field are enough to make me stand out and attract any client I so desire.
At this point, I truly do not have time for social media. I am focusing on creating dynamic products and services first. When, I finish that, I will start promoting my products and services on Facebook and Twitter. I might even start a YouTube channel.
Catherine, in chapter two you focus on one of the fundamentals of personal branding and that is being unique and standing out. At first, you might think this would be easy to do, but in a world where we are taught to assimilate and blend in, it is quite a challenge for many entrepreneurs. How do we figure out what makes us different and then how do we effectively communicate it to our target audience?
Catherine, I absolutely love the positioning strategies that you share from the commercial world that we can use to build a strong self-brand. I have chosen a few very familiar companies and I would love for you to tell us the positioning strategy that they implemented and how a solopreneur might emulate that strategy.
In this second edition, you have taken the time to help us craft a compelling elevator speech? What are the elements of a good elevator speech and why is it so important?
Catherine, many of us have heard the saying, “You can’t judge a book by its cover”, but in chapter 5 you address this matter head on. Tell us about the power of our visual identity and why it must be a top priority.
Someone listening is saying, “Oops. I have tarnished or damaged my brand by doing all of the wrong things. How do I re-brand myself and create a strategy that gives me a fresh new start?”
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