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 – Breakthrough Branding for Small Business: How Smart Entrepreneurs Transform Small Ideas into Big Brands

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Hosted by HerBusiness

On air:

18 June 2013

Click here to download this episode.
Brand strategist Catherine Kaputa is the President of New York City-based branding company, Selfbrand and is the author of award-winning book, You Are a BRAND! How Smart People Brand Themselves for Business Success, The Female Brand andnew book, Breakthrough Branding: How Smart Entrepreneurs and Intrapreneurs Transform Small Ideas Into Big Brands.

In this herBusiness podcast, Catherine Kaputa tells us what compelled her to write Breakthrough Branding and why she aimed it squarely at small business owners and entrepreneurs.

 

Listen to this herBusiness interview with Catherine Kaputa to learn:

  • How to promote yourself, even if you dislike self-promotion
  • How to market your small business using big brand tactics
  • How to expand your network; the role that our brand plays in leveraging our networks
  • How to approach our online brand, separate from our offline brand
  • Why a focus on growth should be a priority, even for startups

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About the host

Suzi Dafnis

Hi there. I’m Suzi Dafnis, CEO at HerBusiness. My BIG passion is helping women business owners to grow and scale their business, so that they can create their ideal lifestyle and make a difference in the world. Every day I am inspired by the more than 30,000 amazing women (and men!) in our community and I love finding the best education, mentors, and resources from around the globe, to help them get the skills, knowledge, and support they need to succeed. It’s been my privilege to lead HerBusiness (formerly The Australian Businesswomen’s Network) for the past 23 years (two+ decades – WOW!) because, whilst I’ve enjoyed success in business, I’ve also experienced the highs and the lows – sometimes you can feel on top of the world and in control and other times you can feel isolated, exhausted and stuck. What has made the biggest difference for me has always been having great people around me and having a lifelong commitment to learning. That’s why I am so passionate about the work we do here at HerBusiness – providing a Connection Network for women in business to get the mentors, contacts, referrals, knowledge, and skills they need to grow their confidence, make more money, build their businesses, expand their network and create the lives they love. My entrepreneurial journey started in the spare room of my Sydney apartment in 1994 when my business partner and I started a boutique events company that represented speakers and authors from the USA, here in Australia. Over the years I’ve grown multiple multi-million dollar businesses in the events, publishing and education niches – with teams in Australia, New Zealand, and the USA. Not everything has worked and there has been a degree of trial and error, and a lot of bumps in the road. But I have always had a strong commitment to always surrounding myself with great mentors and like-minded peers – a Connection Network that I can depend on and who can depend on me to be there for them too. I truly do what I love, every day.  

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About the guest(s)

Catherine Kaputa

Catherine Kaputa

Catherine Kaputa is a brand strategist, speaker, author and founder of SelfBrand, a New York City-based branding company – www.selfbrand.com. From Madison Avenue to Wall Street to the halls of academe, Catherine Kaputa perfected her ability to market products, places, and companies. She first learned brand strategy from Al Ries and Jack Trout at Trout & Ries Advertising, and then led the award-winning “I Love NY” campaign at Wells, Rich, Greene. For over ten years she was SVP, Director of Advertising and Community Affairs at Citi Smith Barney, and she developed and taught a branding course at New York University’s Stern School of Business. Yet Catherine came to appreciate that one of the most important applications for branding is not for products — it’s for individuals to define and own their career identity and create their own performance success. That’s why Catherine wrote the award-winning book, You Are a BRAND! How Smart People Brand Themselves for Business Success, winner of the Ben Franklin award for Best Career Book 2007, a bronze IPPY award and is a Top 10 Business Book in China. In addition to personal branding, Catherine also speaks on women’s leadership, the topic of her book, The Female Brand, Using the Female Mindset to Succeed in Business (May, 2009). Her new book on branding building and innovation is Breakthrough Branding: How Smart Entrepreneurs and Intrapreneurs Transform Small Ideas Into Big Brands.

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