U R a Brand! How Smart People Brand Themselves for Business Success PDF
Preview U R a Brand! How Smart People Brand Themselves for Business Success
URABrand fm 12/20/05 8:55 AM Page I U R A BRAND! Praise for “When jobs across the spectrum of goods and services production are buffeted by global competition, personal branding becomes an absolute essential for profes- sional career development. In URaBrand!,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 your- self. Here is an owner’s guide to doing just that.” —Steve Rivkin, marketing consultant; coauthor, IdeaWiseand The Making of a Name “U R 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, U R 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. URa 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 hardwork alone in today’s chal- lenging 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 URABrand fm 12/20/05 8:55 AM Page II “URaBrand!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 “URaBrand!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 iden- tity 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 URaBrand!is like getting the inside scoop to building your own suc- cessful business or career.” —Susan Sommers, fashion and business comportment coach URABrand fm 12/20/05 8:55 AM Page III U R A BRAND! URABrand fm 12/20/05 8:55 AM Page IV URABrand fm 12/20/05 8:55 AM Page V A BRAND! Brand How Smart People Themselves Business Success for CATH ERINE KAPUTA Davies-Black Publishing Mountain View, California URABrand fm 4/25/08 2:16 PM Page VI Published by Davies-Black Publishing, a division of CPP, Inc., 1055 Joaquin Road, 2nd Floor, Mountain View, CA 94043; 800-624-1765. Special discounts on bulk quantities of Davies-Black books are available to corpo- rations, professional associations, and other organizations. For details, contact the Director of Marketing and Sales at Davies-Black Publishing: 650-691-9123; fax 650-623-9271. Copyright 2005 by SelfBrand LLC. All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or media or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical articles or reviews. Davies-Black and its colophon are registered trademarks of CPP, Inc. Visit the Davies-Black Publishing Web site at www.daviesblack.com. Printed in the United States of America. 12 11 10 09 08 10 9 8 7 6 5 4 3 Library of Congress Cataloging-in-Publication Data Kaputa, Catherine U R abrand : how smart people brand themselves for business success / Catherine Kaputa.— 1st ed. p. cm. Includes index. ISBN 978-0-89106-213-4 1. Professions—Marketing. 2. Career development. 3. Success in business. I. Title. HD8038.A1K36 2006 650.1—dc22 2005025361 FIRST EDITION First printing 2006 URABrand fm 12/20/05 8:55 AM Page VII For my beloveds, Mike and Ramsey URABrand fm 12/20/05 8:55 AM Page VIII URABrand fm 12/20/05 8:55 AM Page IX [ ] Thence comes it that my name receives a brand. William Shakespeare Sonnet 111
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