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Female Brand, The: Using the Female Mindset to Succeed in Business by Catherine Kaputa

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2BRANDING FOR SUCCESS

A branding maven once said, “There is no ‘and’ in ‘brand.’” Of course, the letters are there, but the advice means that you shouldn’t define yourself as an accountant and an actress and an interior designer, as someone once described herself to me at a networking event.

Being a “this and that” person may be interesting on the cocktail party circuit, but it’s a temptation you must be careful to avoid. You’ll be much more successful with your career identity if you let go of extraneous portions of your identity to focus on a singular brand. Otherwise, people won’t know what to make of you. You risk being branded “Jill of All Trades, Master of None.” That’s why it pays to be familiar with the basics of Branding 101.

Self-branding ...

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