Catherine Kaputa


About Catherine Kaputa – Personal Brand Strategist, Author and Speaker on Personal Branding:

Catherine Kaputa is a nationally recognized personal strategist, speaker and author on personal branding, career success and female leadership. Catherine is internationally recognized as a leader in branding – ranked #13 worldwide in Global Gurus 2018 poll of brand leaders. She is particularly proud of her thought leadership on personal branding and her pioneering work on branding for women. Catherine offers dynamic, fun presentations using story, business insight and humor in her trademark talks on personal branding.

From Madison Avenue to Wall Street to the Halls of Academe to founding her own company, SelfBrand, Catherine perfected her ability to brand products, companies and places. She learned brand strategy under Ali Ries and Jack Trout at Trout & Ries Advertising. She led the I Love New York campaign at Wells, Rich, Greene. For over ten years, she was senior SVP Director of Branding at Shearson Lehman Brothers and Citi Smith Barney. And she taught a course in branding at NYU's Stern School of Business.

After years of working in the advertising industry, Catherine came to appreciate that one of branding's greatest potentials was to help people not just products. It's for individuals to define and own their career identity and create their own business success.

That's why Catherine launched SelfBrand LLC (, a New York City-based branding company and wrote the award-winning book, You Are a Brand! - winner of the Ben Franklin Award for Best Career Book and a bronze IPPY award. The book has been translated into 10 languages and the Chinese edition was a top 10 Business Training Book.

Catherine's second book, Women Who Brand, is about how women can empower their own career success. Personal branding is particularly important for women to master since women have some catching up to do in marketing and promoting themselves in their careers. Studies show that women are not as good as men in terms of personal branding, self-promotion and personal marketing, and that can impede their career success.

Catherine's book Breakthrough Branding: How Smart Entrepreneurs and Intrapreneurs Transform a Small Idea Into a Big Brand, won the Book of the Year Award in the Business category in 2014. Today, we are all entrepreneurs now whether we run a business or work at a company. We all have to be growth agents and innovators if we want to succeed. As entrepreneurs, we need to develop a business brand and marketing strategy that will get results and develop a personal brand in tandem with our business brand. Catherine’s latest book is Graduate to a Great Career, for young professionals and college students on how to use personal branding to launch your career.

Catherine is active as a speaker and workshop leader on branding and personal branding, to corporate employees, entrepreneurs and professionals. A key mission in her life to empower women to achieve more career success through personal branding. She has spoken at a wide range of corporations and conferences including, PepsiCo, Google, Microsoft, Intel, Whirlpool, Unilever, Merck, Glaxo Smith Kline, Citi, PNB Paribas, the U.S. State Department, Entrepreneur 360 and Diageo.

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What Catherine Kaputa Talks About:

You are a Brand! How Smart People Brand Themselves for Business Success
Successful products, corporate icons, and Hollywood celebrities all have what it takes to be in control and in demand: a unique brand.

Today, companies demand employees do more with less, be more entrepreneurial and affect bottom line results, demonstrate personal effectiveness and forge stronger client relationships. That’s why personal branding has become a critical element of every leader’s skill set.

Based on the ideas in Kaputa’s award-winning book, You Are a Brand!, you will learn through vivid case-study examples and stories how to use brand strategies and principles and apply them to your best product – Brand You. The program covers the multi-step branding process, developing your own personal brand strategy and a personal marketing plan to bring value to you and your company. 

Women Who Brand: How Savvy Women Promote Themselves and Succeed
Women are now over fifty percent of the workforce, but only a fraction are senior executives at corporations. Why is that? And what can we do – female executives who want to be more successful, and male and female executives supervising women as well as men – to bring more women up the pipeline?

This talk will introduce new findings in gender research and female aptitudes, along with new insights into why it can be different for women in business. Based on the research and ideas in Kaputa’s book, Women Who Brand, female executives will leave with fresh insights and practical ideas they can implement to create more career success, impact and recognition.

Personal Brand Overhaul: Taking Control of How You Are Perceived at Work
It happens every day. People brand you in their own minds. The reality is, if you don’t brand yourself, other people will. And it’s unlikely that they will brand you in the way you want to be branded. But why let others define Brand You? It’s easy to feel stuck when you let others define your brand. In this talk, you’ll learn how to re-brand yourself if you’ve been branded unfairly. You’ll learn how to re-assess your brand – in person and online – and adjust your marketing to attract high-profile projects and be perceived as a leader.

What’s Your Pitch: Mastering Your Transition Narrative
A pitch should convey your USP|  the core idea you want people to  remember about you. It’s your hook, the foundation of your transition narrative. You need to win over the hearts and minds of someone in your pitch, so you need to tell a good, clear, easy to repeat story that positions you as the perfect fit.

Mastering the art of the pitch is particularly crucial in times of transition – positioning yourself for a promotion, changing jobs or industries and the like. Your pitch is not about what you want to get out of working at the company. It details how you will solve a problem or relieve pain. So your pitch has got to have meat, but a little sizzle too.

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 Recent Publications

Your brand can make you a star in the business world – or break you. That’s why Catherine Kaputa and her ideas on personal branding can make such a difference. At her speaking event at PepsiCo, she gave practical and strategic steps to achieving what many once saw as an impossible dream.

Beverly Tarulli, VP Organizational Development, PepsiCo

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