Author: Catherine Kaputa

Difficult Conversations: Your Boss and Brand You

Posted December 20, 2015 by Catherine Kaputa in Careers, Uncategorized / 0 Comments

One woman I’ll call “Rachel” came up for a private speed branding session after a talk recently. Rachel’s boss had asked her if she could take on a new project, and Rachel gave her a truthful response. She said, “Honestly, I’m swamped. I can’t take on anything more.”

In the course of the conversation, Rachel’s boss told her that she wasn’t as productive as other members of the department – something that took Rachel completely by surprise. In fact, Rachel felt that she was one of the most productive members of the team!

It’s a common problem. Two people – a boss and a direct report – with vastly different perceptions of a situation.

The business world, like most places, operates on perceptions. As brand managers know, it often doesn’t matter which product wins in objective performance tests, what really matters is which product people perceive to be best. Likewise, you have to be perceived to be a top performer for it to count, too.

You have to care about other people’s perceptions about you, especially your boss’s perceptions about you. While it’s true that you have the most control over your self-brand, if you work in a company, your boss is probably your number one target market for Brand You.

Rachel realized that she had a serious problem. She was branded in a way that she didn’t want to be branded by her boss – someone important to her career success at her company.

What can Rachel do to change perceptions?


Posted November 12, 2015 by Catherine Kaputa in Uncategorized / 0 Comments

I was at a speed networking event last month where each person had two minutes to give their elevator speech. The crowd ranged from new grads and MBAs to seasoned executives who were interested in moving up the ladder at their companies or in transition.

Most everyone bombed.

One after another recited a laundry list of what they had done – schools, job titles, dates of employment, how many people they managed, what the company was about.

There’s no story in a laundry list.

Most didn’t even get to their punch lines before their short time in the spotlight was up.


Use the Elevator Speech to Create an Impression

 Your elevator speech is important because it is something that you will use throughout your life to communicate your personal identity. You’ll use it in meeting new people, pitching new business, trying to make a move internally at your company and, of course, in job interviews.

But in reality, every encounter is a potential interview. Yet, most of us are unprepared and we botch the opportunity to make a strong first impression. Or even worse, we don’t make a meaningful connection so that the person becomes part of our network.


Power of Threes

Posted June 30, 2015 by Catherine Kaputa in Uncategorized / 0 Comments


The power of threes is an important thing to remember when putting together a talk or story for any type a presentation or speech.

Stories usually have a three-act structure. Classic stories and fables have three obstacles that must be overcome, three wishes that are granted, or three main characters. There are “The Three Little Pigs,” “Three Blind Mice,” “Goldilocks and the Three Bears,” “We Three Kings,” The Three Musketeers, and, in more contemporary times, The Three Stooges.

Even today, how many stories have you heard about the rabbi, the priest, and the minister?

We Think Brands Are Better Than Generic Products

Posted June 20, 2015 by Catherine Kaputa in Uncategorized / 0 Comments

We Think Brands Are Better Than Generic Products

Any way you slice it, brands win over products hands down.

A branded item is viewed as better than its generic counterpart. Brands are perceived as

higher in quality.

Brands are in demand.

Brands sell for a premium price.

Generic products compete only on price, by offering a very low price. (And if you’re

reading this blog I doubt that you want to compete that way.)

Personal Branding is Good for You and Good for Your Company

Posted June 18, 2015 by Catherine Kaputa in Uncategorized / 0 Comments

Personal Branding is Good for You and Good for Your Company

Branding also gives you a template for developing a marketing program directed at your

key target markets. You will learn how to develop specific brand messages, tactics and

a “media plan” for maximizing success with your target market as well as methods of

measuring your success.

Self-branding is not just good for you personally, it is good for the company, too.

Branding teaches you how to be more strategic by staying relevant to the market and the

latest thinking.

It teaches you how to use advertising techniques to build a powerful verbal identity to

express your ideas through signature words and expressions. Branding teaches you how

to package your ideas for a strong visual identity, too, so they will break through and be

remembered. And it teaches you how to use other branding techniques to build consensus

and lead in today’s competitive global marketplace.

Who’s Your Market?

Posted June 14, 2015 by Catherine Kaputa in Uncategorized / 0 Comments

Who’s Your Market?

Branding also requires that you target a market. A market is any group of people that you

need to engage with in order to reach your goals. Clients or customers are a target market,

as are the prospects you are pursuing.

If you work at a company, you should view your colleagues and direct reports as target

markets. Don’t overlook your boss. In any company, your boss is probably your most

After all, other than yourself, your boss has the most control over Brand You. Recruiters,

industry leaders, and even competitors are also markets for your self-brand.


Posted June 12, 2015 by Catherine Kaputa in Uncategorized / 0 Comments


Looking at yourself as a brand has enormous advantages.

The truth is that being good, by itself, doesn’t guarantee success. We all know talented

people who are underemployed, underpaid, or even unemployed. With branding, you

learn how to look at yourself as a product in a competitive framework.

Branding is the process of differentiating that product—you—from the competition and

taking action steps to get where you want to go.

What’s Your Career Plan?

Posted June 10, 2015 by Catherine Kaputa in Uncategorized / 0 Comments

What’s Your Career Plan?

Branding also means developing a marketing plan for reaching your goals, tactics to get

from A to B (and through all the other letters of the alphabet, depending on your goals).

And it means engaging your target audience (your “customers”) without seeming self-
promotional and obnoxious and getting your work in front of the right people.

You have to know who you are, what you have to offer and how to communicate that to

Remember, a person is a skill set that is interchangeable with the skill sets of other

A personal brand is a special promise of value that sets you apart.