Branding is not just a concept for companies. It is the way individuals express themselves to the world. In the latest episode of The Small Business Show, we discuss how your company's brand is a powerful tool for growing your business. We'll be joined by personal branding strategist, keynote speaker, award-winning author, and Selfbrand.com founder Catherine Kaputa.
Since starting the fight for New York, Kaputa has led the famous “I Love New York” campaign. She said that despite her best efforts, her team was unable to obtain President Ford's assistance. It wasn't until they invested in brand research that they focused on New York nightlife. They quickly discovered the issues and preferences of the local population, such as their deep affinity for Broadway, which contributed to what made New York unique. As a result, they got famous Broadway singers to express their love for New York, and now the campaign has spread across the state. Kaputa is also recognized as one of the top 30 global branding gurus.
Important points:
1. A key element of branding is your company's unique selling proposition (USP). For example, increasing the production value of TV ads was one of the Kaputa team's strategies for developing a strong USP brand.
2. Kaputa argues, “Your brand is your reputation. It stands for something that is meaningful, relevant, and valuable.” If you can control the personal narrative of how others perceive you before they have a chance to build it for you, “it can be very powerful,” Caputa says. .
3. Personal branding is about being unique and representing something meaningful. Many people try to be everything to everyone, but being a jack of all trades is not beneficial. If you can focus on just one area of expertise, you can build your brand reputation and establish yourself as an expert.
Four. Kaputa recommends three actions for entrepreneurs who want to work on their company or their own brand:
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- Analyze and find brand ideas.
- Package your brand.
- Marketing your brand.
Five. In the business world, marketing research is the first step in identifying a brand. This includes specifying your business values, competitive advantage, and brand personality. She believes, “It’s never too late to leverage social media to brand yourself.”
6. If you want to learn more about how to maximize your personal brand, pick up Kaputa's latest novel. The New Brand You: How to wow people in the new world of work, Available now.
“It’s important to brand yourself and your business because if you don’t brand yourself, someone else will do it for you.” – Katherine Kaputa
