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.

What Others Think Matters

Posted June 4, 2015 by Catherine Kaputa in Uncategorized / 0 Comments


Business success, like brand success, depends on what other people think about you.

If people think you are a dynamic business leader, you are. If people think you’re

a B player, you are (until you change their perceptions). It doesn’t matter what is

“objectively” true. Perception is reality.

Creating positive impressions in the minds of other people is the work of self-branding.

It used to be about “Can you do the job?” Now, many people can do what you do. So it

has to be about something more.

Above all, branding is a strategic process. The goal is to provide that something more that

will help you succeed in a changing, highly competitive business environment (and to be

authentic and even to enjoy yourself in the process). This book is about how you can tap

into soft power—your self-branding power—and harness it for career and life success.

June 6

Who Are YOU?

You are your most important asset. In a sense, you are your only asset. And your ability

Branding Influences Us, Like it or Not

Posted June 2, 2015 by Catherine Kaputa in Uncategorized / 0 Comments


Branding is about soft power. For companies today, it’s not the hard things—tangibles

like bricks and mortar, equipment and inventories—that contribute the most to a

company’s value. It’s soft things—the brands and company reputation, the ideas and

intellectual capital, the consumer relationships and business alliances—that have the most

Like it or not, branding and soft power affect us every day because they influence how

we feel about something. Few of us make the decision to buy something after carefully

testing and considering the merits of the different brands on the market. No one goes out

and does a blind taste test of colas and then selects the one that objectively tastes best.

Even if it’s a more expensive (and consequently more considered) purchase, like a car or

a laptop, we will compare hard things like product features and performance criteria, but

we will decide based on soft things such as what the brand represents to us.

It’s the same with people. It isn’t the hard, quantifiable things, like educational

credentials, experience, and job titles that contribute the most to success. The real power

lies in harnessing soft power—strategy and tactics, image and visual identity, words and

verbal identity, visibility and reputation, and other branding ideas—all the things that will

help attract people to you.

Good stories have complications that need to be solved

Posted May 24, 2015 by Catherine Kaputa in Uncategorized / 0 Comments

Good stories have complications that need to be solved

Often there’s a reversal of fortune, twists and turns that take us somewhere we weren’t expecting to go and that make the story exciting and interesting.

For the same reason we like reversals in murder mysteries, we respond to reversals in business stories: they introduce the element of surprise. We like happy endings, so most stories end with the hero surmounting the obstacles, passing the test, and achieving the goal.