You Are a Brand!: How Smart People Brand Themselves for Business Success

You Are a Brand!


“There’s an old proverb that says ‘You eat life or life eats you.’ Catherine Kaputa and her brilliant ideas on self-branding show you how to be the diner and not the entree.” –Jay Conrad Levinson, father of guerrilla marketing; author, Guerrilla Marketing book series

“Self-branding is not optional in today’s insecure world of commerce. You Are a Brand! is an excellent and welcome addition to the all-too-small library on the subject.” — Tom Peters, author of The Brand You 50 and bestseller In Search of Excellence

“Each individual is an important contributor to the success of his or her corporation. This insightful book shows you how to fully realize your potential and give yourself and your company maximum benefit.” — Bill Roedy, Chairman and CEO, MTV Networks

“Personal branding becomes an absolute essential for professional career development. In You Are a Brand!, Catherine Kaputa gives us a no-nonsense kit for survival in the global labor market.” — Gregory L. Miller, Chief Economist, SunTrust Banks, Inc.

If you’re seeking new ways to get ahead in a very competitive business world, this book can teach you how to brand yourself as a success. –This text refers to the Hardcover edition.

Book Description

Winner of the Ben Franklin Award for Best Career Book, 2007.

Corporate icons, star athletes, entertainers– they have what it takes to be in control and in demand: a unique brand. Now you, too, can learn the secrets of how to think and act like a brand, harness your potential and take charge of you career, your business and your life. You Are a Brand! lays out a top ten list of 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. 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.
From the Publisher

An innovative field guide to business success, U R A BRAND! combines today’s hottest business concept with the realities of the modern workplace to help business professionals everywhere harness their personal potential, take charge of their careers, and contribute their dynamic energy to create sustainable advantage for their organizations. Taking field-tested strategies directly from the playbook used by Madison Avenue’s best product brand managers, U R A BRAND! unlocks the hidden rules for creating a one-of-a-kind self-brand. Like having a personal coach right by your side, here are the inside secrets of how to think and act like a brand.

A Top Ten List of tried-and-true strategies, plenty of exercises, and “brainstormer” tools at the end of each chapter make hands-on practical what it takes to package a personal brand with a powerful visual and verbal identity, think in terms of markets, and execute a tactical marketing plan that generates the buzz needed to become an effective brand builder. U R A BRAND! gives voice to dozens of executives and savvy professionals who have realized the power of these self-brand principles to move up the corporate ladder, reenergize a stalled career, start their own business, or establish an intrapreneurial enterprise that generates both personal and organizational growth and success. –This text refers to the Hardcover edition.

From the Author

Like a lot people–perhaps even you–my life and career is not one straight upward climb in a chosen field, but made up of fits and starts.

I began as a journalism major in college, but was an art historian at graduation. I spent some years in museums, then entered a Ph.D. program. At the last minute I decided, this is not me. Dr. Kaputa is not going to happen. I hopped on a plane to my favorite city–the Big Apple–and decided to reinvent myself as an advertising executive–a lot more dynamic job than academia and museum life. I took a bigger career leap when I moved to head up advertising at a major financial firm on Wall Street. And perhaps the biggest leap of all when I decided to retool my brand and hang up my shingle as an entrepreneur.

Starting your own business requires good branding instincts–particularly when you start your business like I did in New York City right after 9/11. And I had to apply everything I had learned in working for other brands to myself and my business. I also realized I had been using brand ideas every step of the way in my career encompassing five mergers, one spin-off, numerous management changes along with my personal repositionings.

That’s how I got the idea to write this book. And self-branding is a particularly important message in the new world of work where change is the new normal.

About the Author

Catherine Kaputa
Catherine Kaputa

Catherine Kaputa is a personal branding strategist, speaker, workshop leader and author. She is the founder of SelfBrand, a NYC-based personal branding company (

From Madison Avenue to Wall Street to the halls of academe, she perfected how to brand and market products, places and companies. Catherine learned brand strategy under Al Ries and Jack Trout at Trout & Ries Advertising. She led the award-winning “I Love New York” campaign at Wells Rich Greene. For over ten years she was SVP, Director of Advertising and Community Affairs at Citi Smith Barney, and taught advertising at NYU’s Stern School of Business.
Yet Catherine discovered that the most important application for branding is not products, places and companies – it’s for individuals to define and own their career identity.

Personal branding can help people create more success for themselves and the companies they work for, the topic of her book, U R a Brand, How Smart People Brand Themselves for Business Success, winner of the Ben Franklin award for Best Career Book 2007 .

Catherine is also active as a speaker and workshop leader on women’s leadership, the topic of her new book: The Female Brand: Using the Female Mindset for Business Success (Davies Black, June 2009, ).

Catherine has spoken at a wide range of corporations and organizations as part of talent development, sales force meetings and diversity and women’s initiatives – organizations focused on creating career and leadership development opportunities particularly during turbulent times. Clients include PepsiCo, Microsoft, Intel, UBS, Boehringer-Ingelheim, Bank of New York, UST and others. (For more information contact: Visit Catherine blogs at ) You can follow her at Kaputa


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