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Keeping Your Brand in Demand
Corporate icons, star athletes, entertainers – they all have what it takes to be in control and in demand. In my talks based on my new book, U R A BRAND! How Smart People Brand Themselves for Business Success, I reveal the secrets and principles of how to think like a brand, harness your potential and take charge of your career, your business and your life. Thinking of yourself as a brand is not optional in today’s global, uber-competitive marketplace.
Catherine is a twenty year veteran of branding and advertising – from Madison Avenue to Wall Street to the halls of academe to the founder of my own company, SelfBrand, a New York City-based brand strategy firm that works with people, products and companies. In her self branding talks and workshops, Catherine teaches people how to create a personal brand that is uniquely you – whether you aspire to the corner office, an entrepreneurial career, or a fulfilling second act.
Each speech Catherine gives is unique and directed to the current audience. To do that, Catherine strategizes beforehand with the meeting’s planners and key executives, so that she can develop a message targeted to the individual audience. (Thinking like a brand means personalizing a message to each target audience.)
Keynote Talks
U R A BRAND! How to Use Self Branding and "Soft Power" to Propel Business Success (for You and Your Company)
Video Soft Power
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Download WMV video 4 Mb
Catherine’s mantra is, You are a brand! Today, "soft power" is king. For companies, it’s not hard things like bricks and mortar that have the value, it’s soft things like the brands and company reputation, intellectual capital and ideas, consumer relationships and business alliances that have the real value.
It’s the same with people. What really counts is your reputation and visibility, your ideas and point of view, your image and communication skills, the perceived value you bring to your company. That’s why branding can be so valuable. You’ll learn to think strategically and tactically. You’ll learn how to apply the principles of visual identity, verbal identity, visibility and alliances to maximize the value of your most important asset, You. And thinking like a brand not only keeps you relevant to the marketplace, it will help you bring more value to the company where you work.
How Smart People Brand Themselves for Business Success.
Video The S.W.O.T. Analysis
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Download WMV video 9 Mb
Catherine’s talks are focused around stories and examples, not rules and regulations, so that her audience can learn the secrets of a personal branding strategist based on real-life stories and examples. Here are some of the areas she often covers:
- Think Differently Than the Herd To Become a Brand Apart
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Find the Sweet Spot: A Great Self Brand Strategy to Get Great Results
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Take a Page From the Marketer’s Playbook and do a S.W.O.T. analysis of Strengths, Weaknesses, Opportunities, Threats.
Branding: the 7 Step Process
Everyone acknowledges the benefits of being perceived as a brand. You and your business stand for something desirable and well-known in the marketplace. This talk will teach you the 7-step process used by brand managers and Madison Avenue advertising executives so that you can achieve more success.
How to Be Successful as a Business Person in the U.S. Market (for International Clients)
The U.S. is the most important, dynamic market in the world. This talk or workshop will show you how to build relationships in the U.S., how to position yourself and your business effectively, and the way business is conducted so that you can be more successful.
Your :30 Personal Commercial or Elevator Speech
When you first meet a new client, prospect, hiring manager or other person, you have just seconds to impress them with who you are and what you want. Most people do a miserable job. Consequently, they make a poor first impression. This talk or workshop will show you how to develop an effective “elevator speech” that positions you in the marketplace effectively so that you are more successful.
Branding Strategies Used by Successful U.S. Products and Companies
A look at new strategies and tactics in marketing in the United States: naming products and companies, product positioning, new trends in the marketplace. Case studies covering a wide range of products and services will be used to bring the strategies and tactics to life.
Use the Branding Principles of Visual Identity and Verbal Identity to Be More Successful on the Job
Video Packaging for Differentiation
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Download MPEG video 9 Mb
Marketers are masters of visual identity (packaging, advertising imagery and the like) and verbal identity (brand names, taglines, slogans and the like). And you should be too if you want to maximize the value of your most important asset, You. This talk includes stories and other secrets of a personal branding strategist, and shows you how to apply important advertising principles to propel career success. Some of the areas covered are:
- Use the Principles of Visual Identity to Create Executive Presence
- Tap Into the Power of Symbols, Logos and Design
- Harness the Power of Names, Signature Words and Phrases
- Learn to Speak for Effect Not Just Facts
In Today’s "Flat" Global Marketplace, It’s Not Enough to Be Good, You Have to Be Perceived as Valuable and Not Out-Sourceable
Video Be Relevant or Be Gone
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Download MPEG video 47 Mb
Product brands couldn’t exist without visibility. Nor could they exist without being perceived as relevant and desired. These are important for people in business, too, in developing innovative ideas, in building teams, in selling your proposals, in being on top of new trends and threats, and in forging alliances to benefit your company. This talk teaches you my top lists for staying relevant, for building a wide network of contacts and associates, and for building visibility (whether your arena is your company, your industry or your department.)
Branding in the New Media World
These are changing times in branding. People are looking for a different way of communicating and looking for different avenues to do it on. Smart brands are adapting to the new world of branding both in how they approach creative and how they reach audiences. The create a branded experience for their product and explore new touch points outside the traditional avenues of television and print advertising.
Video Creating a Branded Experience for Your Company
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Download MPEG video 15 Mb
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“In a public forum, Catherine “wows” them. She's a dynamo speaker with great punch and a huge following in the financial industry.”
-Karen List, President of Financial Communications Society and Director of Strategy and Business Development, The New York Times.
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"Catherine Kaputa offers a refreshing new approach to guide people through a process of self-branding. People who are seeking to carve out a fulfilling niche in the working world will find her inspiring and captivating! Through real-life examples Ms. Kaputa shows how her techniques have helped people define their uniqueness and market their talents successfully."
-Aspasia Apostolakis, Director, Career Services, Northwestern Alumni Association.
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Partial Speaking List
Corporate
Intel, 2007
Bank of New York, WIN, 2007
Boehringer Ingelheim, VTI Day, 2007
UBS Women’s Leadership
Conference 2006
Clear Channel/Katz
Women’s Summit
Women’s Organizations
WICI Women in Communication
FCS Financial Communications Society
FWA Financial Women’s Association
Industry Organizations
Execunet
Washington Design Group
Performance Partners, Canada
MENG Marketing Executives Networking Group
NETIP Assoc. of Indian Executives
Entrepreneurs
NYU Entrepreneurs Summit
Universities/Clubs
Harvard GSAS, Cambridge
The Harvard Club, NYC
Northwestern University
Northwestern Alumni Groups
Univ. of Illinois
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