Lunch and Learn: Unearth your Personal Brand


12:00 pm - 1:00 pm

Unearth your Personal Brand

In today’s landscape, the brands that break through are those that bring together a clear sense of their purpose – why the world needs them to exist – with a compelling value proposition. This is true for brands of companies and organizations as well as individuals, who can benefit from defining the distinct combination of convictions, knowledge, and personality that can help tell the world who you are and what you stand for.

Especially for rising entrepreneurs, the lines between our personal lives and the company we are launching can be blurred and also mutually reinforcing.

With that in mind, in this workshop you will:

  • Explore the business case and strategic value behind defining a personal brand
  • Review a framework that brings together your core purpose, persona and value proposition into an authentic and own-able brand identity
  • Identify specific methods for exploring and unearthing these key elements
  • Understand how you can put this approach into action in order to attract the right opportunities, partners and inspiration to help grow your business

Meet Your Guide: Cat O’Shaughnessy Coffrin

Catlin O’Shaughnessy Coffrin launched CaptivatingCo in Stowe in early 2020 with a belief that the world could use some more inspiration. Drawing on a career of counseling executives in corporate sustainability, purpose consulting and marketing strategy, Cat saw an opportunity to help companies and leaders reconnect with what drives them and bring this into their brand so they can amplify their impact in the world. Prior to Captivating, Cat was based in Washington, D.C. where she led global growth for a B Corp marketing firm, crafted thought leadership strategies for green building visionaries and implemented public health policies based in Sub-Saharan Africa. Originally a native of Seattle, she now lives and skis in the mountains of Vermont with her family and their two dogs.

This Lunch and Learn is hosted by VCET and CaptivatingCo, and sponsored by Vermont Small Business Development Center, VtSBDC, expert advisors providing guidance to Vermont’s small businesses impacted by COVID-19. Learn more at, home of the Recovery Roadmap and a host of resources for recovery-reinvention-resilience.

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