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

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

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

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

by Catherine Kaputa


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"An important read for the new world of work." - Daniel H. Pink, #1 New York Times bestselling author of The Power of Regret

The New Brand You is the field guide to standing out and succeeding in the new professional landscape transformed by the pandemic. In the new world of virtual,
remote and flexible working,
everyone needs to consider carefully their personal brand and power,
and many will need to hit the 'reset' button.

We are all on camera now - we all need to be producers of our own brand narrative. Like it or not,
in a digitally driven,
more competitive,
more global world of employment,
the reality is that you need to consider your personal brand. You have no choice,
if you don't brand yourself,
other people will. And not in the way you want to be seen. That,
or you will simply become invisible,
and that's almost never good.

The New Brand You uses ten tried and tested strategies from the commercial world of branding and applies them to individual brand creation. Strategies such as defining your positioning,
researching your target audience and taking steps to ensure you always stay relevant,
are equally applicable to individuals as they are to products and companies. It's not about sticking some slightly skewed version of your name on social media,
it's about smart positioning and successful tactics.

Featuring high profile success stories and accompanied by an online Personal Brand Finder,
an assessment tool that measures psychological preferences and aligns with the ten strategies in the book,
this book will help you to target the most relevant strategies for you. It will include examples,
exercises and callouts to make it a quick read and easy to action immediately.

Getting your personal branding right will give you the edge in the new age of work.

Product Details

ISBN-13: 9781399804066
Publisher: Mobius
Publication date: 11/15/2022
Pages: 256
Product dimensions: 5.95(w) x 9.00(h) x 0.85(d)

About the Author

Catherine Kaputa is the award-winning author of You Are a Brand! and Breakthrough Branding. She is a successful branding strategist and speaker and led the 'I Love NY' campaign. Catherine lives in New York City.

Table of Contents

Introduction 1

Part I Finding the Right Positioning for Brand You in the New World of Work

1 Know Thyself: Discovering the New Brand You 15

2 Personal Branding May No Longer Be Optional 26

3 Ten Timeless Strategies and Seven New Realities in the New World of Work 38

PArt II Introducing the Top 10 Personal Brand Positioning Strategies

4 Positioning Strategy No. 1 Innovator 49

5 Positioning Strategy No. 2 Leader 59

6 Positioning Strategy No. 3 Maverick 71

7 Positioning Strategy No. 4 Attribute 83

8 Positioning Strategy No. 5 Engineer 93

9 Positioning Strategy No. 6 Expert 101

10 Positioning Strategy No. 7 Target Market 111

11 Positioning Strategy No. 8 Elite 120

12 Positioning Strategy No. 9 Heritage 129

13 Positioning Strategy No. 10 Cause 138

Part III Giving Brand You the Wow Factor

14 Visual Identity: Your Silent Communicator That Speaks Loudly Through Your Presence, Style, Clothes, Hair, Imagery, and Color Palette 151

15 Customizing Your Verbal Identity Through Names, Story, Taglines, Point of View, and Voice 164

16 Marketing Brand You so That You're Visible and Relevant and You Achieve Your Goals 175

17 Think in Terms of Emotional Engagement with Your Key Target Markets 187

Acknowledgments 199

Notes 201

Index 209

About the Author 216

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