You Are A Brand, 2nd Edition: In Person and Online, How Smart People Brand Themselves For Business Success

Celebrity entertainers, star athletes, and corporate icons didn't accidentally wind up at the top-they branded their way there. Now you, too, can leverage the power of a personal brand, harness your potential and take charge of your career. Using strategies from the playbook of the Mad Men of Madison Avenue, advertising guru Catherine Kaputa serves as your personal branding coach in You Are A Brand! 2nd Edition: In Person and Online, How Smart People Brand Themselves for Business Success. Kaputa has expanded her 2007 award-winning classic to include new chapters on crafting your own "elevator speech" and leveraging the power of social media. This updated edition explores strategies and tactics to tap into the power of words, learn the principles of visual identity, think in terms of markets, and execute a self-brand action plan that is unique and memorable. Combining today's hottest business concepts with the realities of the modern workplace, You Are a Brand! 2nd Edition highlights the self-branding odysseys of savvy professionals and budding entrepreneurs-Catherine Kaputa will coach you to take charge of your career through the one-of-a-kind brand that is YOU. Cover Contents Foreword Preface Introduction PART I: BRAND STRATEGY: FINDING YOUR SELF-BRAND IDEA Chapter 1 Take Charge of Your Self-Brand Is Personal Branding for You? Soft Is Hard and Hard Is Soft Find Your “Brand Idea” Leverage Brand Power Take Charge of Your Brand Live Your Dream Adopt the Self-Brand Mind-Set Break the Dependency Habit Take Charge of Your Brand, or Someone Else Will It’s All about Perceptions Could Self-Branding Help You? Branding Is as Easy As 1–2–3 Take Action—Now Chapter 2 Think Different to Become a Brand Apart Make Your Brand a Standout Find Your Unique Selling Proposition Make a Different Brand Promise Ask “Why?” “What If?” “How About?” Are You Creative? Ride the Creative Flow Start With a Hypothesis Creative Brainstorming Consumer Research Family Baggage The SWOT Analysis SWOT Harder Choose an “Enemy” Find Your Different Idea Chapter 3 Search for the Sweet Spot Where You and a Market Opportunity Meet Follow Your Instincts Create Proof Points Think Big Uncover Hidden Assets Meet Change With Change Niche Your Self-Brand Dramatize Your Résumé Cascade Your Achievements Create Endorsement Buzz Dazzle the Interviewer Turn the Tables Think and Act Smart Chapter 4 Find a Great Self-Brand Strategy to Get Great Results Develop a Self-Brand Strategy Strategize Differently Be Authentic Bone Up on the Big Brands Get Great Results With a Self-Brand Strategy The Creative Brief PART II: CREATIVE DEVELOPMENT: “PACKAGING” BRAND YOU Chapter 5 Use the Principles of Visual Identity to Create a Powerful Self-Brand Package The Attractiveness Principle The Beauty Premium Package Yourself Seize the First Two Seconds Make a Good First Impression Accentuate the Difference Harness the Magic in You What Is Your Visual Identity Saying? Create Visual Excitement Let Your Clothes Talk Send Visual Clues Look the Part to Get the Part Tune into the Company Uniform Take the Makeover Plunge Don’t Look Perfect Don’t Ignore Your Hair Gleaming, Steaming, Flaxen, Waxen Hair Have a Trademark Read My Pins Power Presence Forever Young Visual Prophecy Chapter 6 Tap into the Power of Symbols, Logos, and Design to Imprint Your Brand Identity Tap into Nonverbal Meaning Strive for Icon Value Design to Differentiate Use a Graphic Symbol Tap into Design Power Visualize Your Strategy Savor the Senses Own a Signature Color Package Your Business Documents Wow Them With Your Business Card Create Experiences Think Brand Environment Paint the Walls or Tear Them Down Think Advertising Strive for a Focused Brand Identity Chapter 7 Harness the Power of Names, Signature Words, and Phrases to Lock in Your Message Create Intellectual Capital Brainstorm in Cursive Make a Name Look at Your Name Be Aware of Name Expectancy Create a Brand-Worthy Name Crafting a Unique Name Naming Power Look at Labels Take Title Own a Keyword Name Your Ideas Make it Sticky The Hedgehog and the Fox Plant a Better Name Use Your Own Name Tip An Idea Find Enticing Names Encapsulate the Name And One More Thing Create Self-Brand Bites The Expression du Jour Tell Stories Use a Visual Metaphor Name Your Ideas Study the Masters Chapter 8 Learn to Speak for Effect, Not Just Facts Have Something Interesting to Say Give Good Meetings Take a Cue from Performers Talk Personally, Not Formally Bookend Your Best Stuff Slow Down and Pause Sonic Branding Find Your Voice Cut Back on Powerpoint Bullets Take the Stage Don’t Numb Them With Numbers Tattoo a Visual Image in the Mind Study the Eloquent President Practice, Practice, Practice Give Riveting Backstory The Power of Three Fuse a Style Sharpen Your Point of View The Sparkling Introduction Brand It Master Difficult Talks Negotiate and Ask Beware of E-Mail! Craft Your Voice Mail Mend Your Speech a Bit Chapter 9 Master the Art of the Elevator Speech and Pitch Yourself Anytime, Anywhere Going Up, Please Take a Seat at the Table It’s Never Carved in Stone Prepare an Elevator Speech Template What’s Your Pitch? A Self-Fulfilling Prophecy The Emotional Power of Story Create a Story Bank The Quest Story The Leader’s Tale David Versus Goliath Story If You Can’t Take the Elevator, Take the Escalator Click Click Mirror, Mirror The Persuasive Power of Connection To Choke or Not to Choke Internalize Not Memorize Pitching Pivot PART III: MARKETING BRAND YOU: BUILDING VISIBILITY AND CONNECTION WITH YOUR TARGET AUDIENCE Chapter 10 Take the “Work” Out of Networking Adopt the George Bailey Model What’s Your Q Score? Go Big and Selectively Deep Build Four Key Networks The Networking Economy The Secret to Attracting Mentors and Advocates The Allied Forces Let Me Introduce Myself Network for Ideas Think in Terms of Building a Community Hunting Grounds Build a Two-Way Street Enter the Inner Sanctum Use, Don’t Abuse, Your Network Chapter 11 Learn the Art of Cyberbranding to Build Your Brand Online Getting Social “Word of Mouth on Steroids” Power to the People Make That 4.74 Degrees Think Cyber The Secret of Bloggers and Tweeters The Power of Friendship Be Real or Get Out Be Easy to Pass Along Own Your Name Go Big or Go Home Leverage Cyberworld Brand Your Profile Ace the Online Picture How LinkedIn Are You? Human Branding on Facebook You’ve Got Talent Tweeting and Twittering The Tweeting Activist Artist The Kid Stays in the Picture Virtual Virtuoso Don’t Skip Skype Holistic Branding Cyber Cuts Measure Your Brand Power Chapter 12 Think in Terms of Emotional Engagement with Your Key Target Markets Think in Terms of Markets Guess Who’s Number One? Think Truth or Consequences Perception Is Everything Take Action for a New Reaction Slay the Dragon Improve What You Can View Company Execs as a Market Offer Something Competitors Don’t Go with Your Gut Don’t Neglect the “L Factor” Chapter 13 Become a Little Bit Famous Become Top of Mind Study the Branding Model Rub Shoulders With a Celebrity Take the Hollywood Road Opt for Business Visibility The Rise of Celebrity Create Buzz Begin With Low-Visibility Tactics Check for Room in the Channel Dominate a Space Your Breakout Story Toot Your Own Horn (Gracefully) Leave a Role for Lady Luck Master the Media Guard Your Reputation Chapter 14 Develop an Action Plan That Gets You All the Way from A to Z Plot a Career Strategy Commit to Action Stay Relevant Move the Plot Discard Doubts Fight Back Do a Self-Audit Create a New Brand Position Mission Impossible Carry a Brag Book Create Signature Successes Keep Your Narrative Current Lead With Your Strong Suit Remember What Made You Great Do a 360-Degree Turn Focus on Strengths and Authenticity You Can Always Rebrand Branding Lessons Abound Keep Your Own Scorecard Afterword Acknowledgements About the Author Resources Index A B C D E F G H I J K L M N O P Q R S T U V W Z Y Z Learn insider secrets for career success from THE personal branding strategist.Celebrity entertainers, star athletes, and corporate icons didn't accidentally wind up at the top-they branded their way there. Now you, too, can leverage the power of a personal brand, harness your potential and take charge of your career. Using strategies from the playbook of the Mad Men of Madison Avenue, advertising guru Catherine Kaputa serves as your personal branding coach in You Are A Brand! 2nd Edition: In Person and Online, How Smart People Brand Themselves for Business Success. Kaputa has expanded her 2007 award-winning classic to include new chapters on crafting your own'elevator speech'and leveraging the power of social media. This updated edition explores strategies and tactics to tap into the power of words, learn the principles of visual identity, think in terms of markets, and execute a self-brand action plan that is unique and memorable. Combining today's hottest business concepts with the realities of the modern workplace, You Are a Brand! 2nd Edition highlights the self-branding odysseys of savvy professionals and budding entrepreneurs-Catherine Kaputa will coach you to take charge of your career through the one-of-a-kind brand that is YOU. Celebrity entertainers, star athletes, and corporate icons didn't accidentally wind up at the top - they branded their way there. Now you, too, can leverage the power of a personal brand, harness your potential and take charge of your career. Using strategies from the playbook of the Mad Men of Madison Avenue, advertising guru Catherine Kaputa serves as your personal branding coach in YOU ARE A BRAND! 2nd Edition: In Person and Online, How Smart People Brand Themselves for Business Success. Kaputa has revamped her 2007 award-winning classic to include new chapters on crafting your own "elevator speech" and leveraging the power of social media. This updated edition explores strategies and tactics to tap into the power of words, learn the principles of visual identity, think in terms of markets, and execute a self-brand action plan that is unique and memorable. Combining today's hottest business concepts with the realities of the modern workplace, YOU ARE A BRAND! 2nd Edition highlights the self-branding odysseys of savvy professionals and budding entrepreneurs - Catherine Kaputa will coach you to take charge of your career through the one-of-a-kind brand that is YOU. Corporate icons, star athletes, entertainers--they have what it takes to be in demand: a unique brand. Now you, too, can learn the secrets of how to think and act like a brand, and take charge of your career, your business and your life. You Are a Brand! lays out a top ten list of strategies to execute a self-brand action plan that is unique and memorable. Taken directly from the playbook used by Madison Avenue's advertising executives and the nation's best brand managers, Catherine Kaputa helps you create the one-of-a-kind brand that is you.