The New Brand You: How to Wow in the New World of Work

I bought this book for my son’s girlfriend since she’s looking to change careers, but I started reading it and found it helpful for my wife’s career journey too. (So I will have to get another copy). I never really liked the idea of personal branding because I saw it as being phony. Kaputa makes the argument that good branding, whether for products or people, is built on authenticity. Here are 3 insights from the book that I felt were interesting:1.“If you don’t brand yourself, other people will:” Kaputa makes the argument that you need to take control of what you want your brand to stand for, or you’re putting something important in the hands others. No doubt other people won’t brand you in the way you want to be branded.2. “Branding is about subtraction:” Kaputa makes the point that most people position themselves as a Jack or Jill of all trades. It’s like a product that has too many features and claims that it stands for nothing. You must curate your brand and be ruthless about simplifying how you communicate your brand idea and your personal brand narrative. She points out that an “I can do everything brand” confuses people. You must settle on a singular positioning idea.3. “Marketers attach an idea to a product; you need to attach an idea to yourselfKaputa points out that you need to attach a unique positioning idea in the minds of your “customers.” If you’re in a company, your customers are your boss, colleagues and anyone you need to influence to reach your goals. You need to clearly identify how you are different from others who do what you do and relevant in the current marketplace.

Loved this book -not only for my future but for how it helped me see how my past success was achieved. From actress to owning my own with a partner successful Manufacturer's Representative Agency... target market business run by an expert and a heritage strategist. Now after almost 10 years of stepping away to care for another. I'm ready to get back to business. This book clears away the cobwebs - and with its confident easily assimilated lessons has helped me visualize my brand new Brand and understand the team that's been put together for my new jewelry company -Centering Bandz. Thanks Catherine Kaputa. Well done.