Interview of personal brand strategist, Catherine Kaputa, on how she rebranded her company and retooled the focus of her small business, SelfBrand LLC, during the difficult economic climate in 2009. Small business owners need to make sure that their brand focus is right for the current market, and stand for something different and relevant. Kaputa's and SelfBrand's original focus was individual coaching of executives and entrepreneurs, but in a difficult economy, that business dried up so she focused the business on speaking and doing workshops at large companies like PepsiCo that were looking for innovative, cost-effective talent development programs for their employees.
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