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

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

Catherine Kaputa

Language: English

Pages: 335

ISBN: 1857885805

Format: PDF / Kindle (mobi) / ePub

"An excellent and welcome addition to the all-too-small library on the subject."—Tom Peters, author of In 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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Twitter, xvi, 51, 56, 100, 120, 122, 200–201, 205–208, 215–217, 223–224 Two-way dialogue, 44 Type fonts, 100 U Ulysses, 169 Unbroken, 132 Unconscious mind, 23, 25 Unique name, 116–117 Unique selling proposition definition of, 20 description of, 6 example of, 125 finding of, 20 United Nations, 70 University alumni groups, 192 University of Milan, 202 University of Washington, xxii Unleashing the Ideavirus, 125 UPS, 104 Use What You’ve Got, and Other Business Lessons I Heard

CEO of ContentLaunch & Author of “Content is Currency: Developing Powerful Content for Web & Mobile” “Al Ries and I once wrote a book about personal positioning called Horse Sense. I can honestly say that You Are a Brand! could be more helpful than our book. so, obviously, it’s worth reading.” — Jack Trout, President, Trout & Partners, Author, Trout on Strategy “Of the literally dozens of books on personal branding I’ve read, this is the one I keep coming back to time and again. Now, with

appeal to the people in attendance. Whether we’re now entering the “Knowledge Age,” the “Creative Age,” or the “Conceptual Age” (all have been predicted), it’s important to empower yourself and add intellectual value in your job, no matter what it is. If you’re a salesperson, it’s more important than ever to understand your clients’ business and bring new solutions. As an executive or professional, you need to help invent the new ideas that will carry the company forward. If you are the president

with others who are adept at the elevator speech, a short personal commercial told in a minute or two that perfectly summarizes the value you bring. And you have to believe in your value in order to say it so others do too. After all, if you can’t market yourself and your professional abilities, who will? The promoter-in-chief for Brand You has to be you! The best personal branders have a knack for promoting themselves without seeming to promote themselves. Smart branders realize that they

story about you. Make it about the project, the idea, or the accomplishment. Glory will flow back to you, and you won’t appear to be self-promoting. The box below contains a list of high-visibility and low-visibility tactics used by businesspeople. It not only is a good review of what we’ve just discussed but may spur additional ideas of your own. High-Visibility Tactics vs. Low-Visibility Tactics Check for Room in the Channel In seeking visibility, one thing you need to consider is

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