Catherine Kaputa is the founder of SelfBrand, a company which focuses on professional development and innovative branding strategies. In this keynote, Catherine Kaputa discusses the importance of a creation story for entrepreneurs with engaging and relevant energy.
Consumers are drawn to authenticity, and are now wanting to know the story behind a business. A well developed story is central to creating a connection between a potential customer and the brand. For small businesses, growing and transforming into a huge company is a story of triumph for the underdog that many consumers will be able to create a relatable context. Kaputa argues that a business brand in combination with a personal brand will create a power brand, and lasting customer loyalty.