You Are a Brand!: In Person and Online, How Smart People Brand Themselves For Business Success, Second Edition

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"An excellent and welcome addition to the all-too-small library on the subject."—Tom Peters, author ofIn Search of ExcellenceStealing strategies directly from the playbook of Madison Avenue, advertising guru Catherine Kaputa serves...
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"An excellent and welcome addition to the all-too-small library on the subject."—Tom Peters, author ofIn Search of Excellence

Stealing strategies directly from the playbook of Madison Avenue, advertising guru Catherine Kaputa serves as your personal branding coach. By the author of Breakthrough Branding.


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Editorial Reviews


“When jobs across the spectrum of goods and services production are buffeted by global competition, personal branding becomes an absolute essential for professional career development. In You Are a Brand!, Catherine Kaputa gives us a no-nonsense kit for survival in the global labor market.”— Gregory L. Miller, Chief Economist, SunTrust Banks, Inc.

“Corporations strive to market their brands. You should strive to market yourself. Here is an owner’s guide to doing just that.”— Steve Rivkin, marketing consultant; coauthor, IdeaWise and The Making of a Name

“You Are a Brand! shows you how to get the power and make the money on your own. Plus, it’s a great read from a talented writer who has something brand new to say.”— Maura Moynihan, author, Yoga Hotel

“A step-by-step guide anyone can use to be more successful, You Are a Brand! describes how we can use branding strategies and tactics in our careers and lives to maximize the brand You.”— George Pine, President and COO, Interep

“Advertisers create brands that captivate the hearts and minds of consumers through purposeful strategies, creative campaigns, and media planning. You Are a Brand! shows you how to tap into the advertisers’ playbook to benefit your most important brand, You.”— Pam Larrick, Chairman and CEO, FCBi Worldwide

“Providing the tricks of the trade once reserved for Madison Avenue executives, this book will help you create a powerful connection with your customers.”— David V. Lorenzo, author, Career Intensity: Business Strategy for Workplace Warriors and Entrepreneurs

“Success on the job is not due to experience and hard work alone in today’s challenging global marketplace. As Catherine Kaputa demonstrates, mastery of ‘soft’ skills is what sets apart the executive who is merely doing well from the one who is highly successful.”— Mike James, President, Financial Document Services Business of Merrill Corporation

“You Are a Brand! is the primer for anyone who wants to do more with their career, their life, or their business.”— Lynn Zimmerman, President, Sales Mindshare; coauthor, Learn the Secrets

“You Are a Brand! contains valuable information and exercises. Kaputa’s approach completely turned my career around.”— Kat Connelly, President, Kat Connelly Productions

“Whether you want to change the world or simply change how you are perceived, you’ll find everything you need to know about developing a powerful visual identity and verbal identity and then some. I know from personal experience that Kaputa’s insights about how to tap into branding power work.”— Laura Berkowitz Gilbert, Principal, Boomerang Studio

“Reading You Are a Brand! is like getting the inside scoop to building your own successful business or career.”— Susan Sommers, fashion and business comportment coach

About the Author

Catherine Kaputa first learned brand strategy from marketing gurus Al Ries and Jack Trout at Trout & Ries Advertising. For over ten years Catherine was Director of Advertising and Community Affairs at Citi Smith Barney and Shearson Lehman Brothers in charge of global branding and advertising for corporate wealth management and investment banking. Catherine has also taught graduate level courses on branding at New York University's Stern School of Business.


Most Helpful Customer Reviews

By Elizabeth J. Hitchcock on September 23, 2012
Format: Paperback
This book is an amazing guide to self branding, both in person and virtually on the Internet. It's the first book I've come across that explains self-branding fully as a strategic and creative process, so it's a how-to and how-to-think book. The author takes you through the personal branding process step-by-step. There are many examples of how to apply the principles in the real world that make the book very valuable. There are lots of examples and how-to exercises. You Are a Brand ! will help you identify actions you can take in your career whether you are starting out, stuck in the mid-level or want to achieve more visibility and recognition. You will find the sections on how to use social media very helpful, particularly the importance of top business sites like LinkedIn. It's important to make sure that you have all the relevant keywords and that you don't undermarket yourself by leaving things out, Kaputa also emphasizes that you need a compelling narrative in your profile that defines Brand You and ties together all your experience into a coherent story that sells and markets Brand You well. It's a must-read book for anyone competing today.
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Format: Paperback
This book is required reading for anyone trying
to succeed in a corporation or look for a job in a challenging job market. I'm usually disappointed with business books and self-help books because so many are too general and a re-hash of what othershave said. You Are a Brand is a fun read and it's full of tips and ideas that can help you stand out and move up
in a competitive, corporate environment. Very useful and interesting.
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Format: Paperback
A key message that I took away is, whatever you do, when you have a brand, you'll have more value.

If you have a job, having a brand that’s valued and relevant will increase the perception of your value in the eyes of key stakeholders (your boss, your customers, your team-members, etc.). This is empowering since it means that YOU control how they see you. It’s important not to leave things to chance. You can position yourself for what you want- a raise, a promotion, greater respect, increased responsibility, new customers, whatever.

If you own a small business, having a brand for yourself will increase the fees that you can command. Everyone wants to hire or buy from the best, and your brand will show how you are just that. People will think that you are better than others who do what you do by virtue of the fact that you stand for something and are more visible than your competitors. You become memorable (because brands are memorable) which means that your marketing process becomes much easier.

The takeaway message is captured in a phrase Catherine Kaputa uses: “If you don't brand yourself, someone else will, and it probably won't be the brand you want.”


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