Marketing professionals use the "soft" science of branding to forge an emotional bond between a product or service, and its target market. Branding expert Catherine Kaputa advocates applying the same principles to creating your personal brand. Abundant evidence says that this strategy works. Celebrities, such as Oprah Winfrey and Michael Jordan, have been doing it for years. Now, branding has become important for business professionals. Look no further than Donald Trump or Martha Stewart. You, too, can use branding techniques and principles to evolve from a successful businessperson to a brand. Become just "a little bit famous" to create a circle of influence within your target market. Once Kaputa explains her original concept, the rest of her information easily falls into place – so easily, in fact, that some of her explanations seem self-evident. Even so, if you're seeking new ways to get ahead in a very competitive business world, getAbstract says that this book can tell you how to get yourself branded.
In this summary, you will learn
- How to apply tried-and-true branding principles to yourself to create your unique brand
- How to use 10 "self-branding actions" to build your brand
- How to control the way people who can affect your success perceive you
About the Author
Catherine Kaputa is a self-branding coach and an adjunct professor at New York University Stern School of Business. She has more than 20 years of branding experience, and was senior vice president of branding and advertising for a national investment firm.