I confess, I'm a BIG Roz Usheroff fan! She has been a valued friend for years. She's smart. Personable. Fun. And striking. All of these contribute to her winning style and brand. And those are topics she knows lots about.

Roz is a talented speaker, coach and author—The Future of You! | Creating Your Enduring Brand | and Personal Brand Distinction: How to Make Your Unique Mark. Business pros and leaders rely upon her expertise to help them maximize their presence, performance and profits. Recently, we chatted.

Jeff Blackman: How does one create their "personal brand?"

Roz Usheroff: Branding is a vehicle for showcasing what makes you distinctive, memorable, trusted and valued. This becomes the blueprint for your reputation. We're all individuals, but unless we differentiate our brand—our individuality becomes invisible.

When I began my business 34 years ago, I assumed people felt comfortable with me and saw my value. Then I overheard someone describing me as, "Count Dracula's Bride." Yikes, that hurt. So I did research and discovered I was too harsh-looking, too business-focused and too direct.

So the first and most important step—is to identify what your brand stands for. Does it showcase your values and the principles by which you live and work? 

Next, conduct a reality check. Determine how it aligns with others' perceptions. Then be willing to remake or reshape yourself, so who you truly are, aligns with how others see you, and the value you bring to their lives. Get feedback to identify the gaps between reality and perception.

The last step, identify and promote your core strengths and unique abilities to reinforce your true value "brand" proposition.

JB: So how can one create their "brand proposition" and become memorable?

RU: You leave a lasting impression by how people experience you. Not just the work you do, but the presence you bring. Are you setting the tone for others to connect with you? Do you genuinely listen? Do you lift others up?

People remember those who show up with authenticity—blending confidence with empathy. Interest with curiosity. And passion with compassion.

It's not about being flashy—it's about being intentional. Are you someone others trust, admire, and want to grow with? That's what makes you unforgettable!

My mantra has always been: "Be memorable—not for your volume, but for how you make others feel seen and feel better—for having met you."

JB: How does someone identify their personal value and differentiators?

RU: Years ago, a former boss told me, the only way I'd be successful as an entrepreneur was to be so different, I'd no longer have competition. He believed if I differentiated myself, I'd always stand out. His wisdom always resonated with me. Now, I challenge clients to carve-out their unique differentiation.

To truly stand out, it's not about you, but those you seek to serve. Your differentiators will be most effective when they reflect your brand's core values and the difference you make to others.

To identify how others perceive your greatest strengths, expertise and value, do research. Ask business colleagues (at all levels), "If you were going to open your own company, what position would you hire me for and why?"

Once you know what others consider your unique abilities, you've laid the foundation for what makes you different and valued. Then, use these strengths where you're most appreciated.

JB: What roles do beliefs and character play in success?

RU: Beliefs shape the way you see the world—and guide every decision you make. They influence your values, which define your character. It's all interconnected.

Character is having the courage to do what's right, even when no one is watching. It's standing firm in who you are—being your authentic self—even when it's unpopular or inconvenient.

When your values are clear, even the tough decisions become easier. You build a reputation as someone who leads with character. That becomes your foundation. You'll be admired, followed, and most important—trusted.

JB: What are strategies, to become an even more effective networker?

RU: Because so much of our work is now virtual, networking has never been more essential. Your network is your net worth. I often hear people brag about how many LinkedIn connections they have—as if that defines their network. Yet, unless you're building real relationships, you're just a name on someone's list.

Networking is a way to give, not take. I call it, "netgiving." Become an information- and connection-broker—someone who shares timely insights and brings the right people together. When you make introductions that help others succeed, you expand your own value.

Relationships, not numbers—are what make your network valuable. The strongest networks are built outward, not inward. It's about connecting people who wouldn't normally cross paths. Seek out people with different skills, experiences and perspectives—plus find commonality.

My entire business has been built on the generosity of relationships—people who believed in me and were kind enough to recommend me to others. That's the power of meaningful connection.

JB: Without investing in a PR firm, how can one best "toot their own horn?"

RU: Schedule regular check-ins with your boss and key stakeholders to stay aligned and outline how you're contributing to their goals. Coach and mentor others who can benefit from your experience. This builds a quiet resumé of how you've made a difference in people's lives and careers.

Capture those wins in your personal "Brag Bag"—outcomes that reflect your impact. If you're concerned about appearing boastful, share your successes through stories or third-party testimonials that highlight results and acknowledge others who also contributed, i.e., "My previous manager often described me as a strategic visionary. For example..."

Will Rogers said: "Let others toot your horn and the sound will carry twice as far."

JB: How does one go from ordinary to extraordinary?

RU: By caring just a little more—about your work, your growth, and the people around you. Stay curious. Never settle for mediocrity.

Say "Yes" before you're 100% ready. Take the assignment that stretches you. Speak-up when the room is silent. Offer a thoughtful perspective in a tough meeting. Help others succeed—reach-out to someone who's struggling. Solve a problem no one wants to touch. Meet a client's deadline early. Make it a ritual to show appreciation and help people feel seen.

John Maxwell says, "The distance between ordinary and extraordinary is shorter than you think." I'd add, it's those small moments of courage and care—that set you apart.

JB: What's an "intrapreneurial" mindset?

RU: When you see yourself as an intrapreneur, you think differently. Instead of simply fulfilling your job description, you look for ways to create new value and opportunities—for yourself, your team, and organization.

An intrapreneur will:

• Embrace their unique abilities because like entrepreneurs, they pursue results from a position of passion, not obligation.

• Recognize the importance of "advertising" their talents—because visibility leads to opportunity.

• Realign their goals to support their organization's broader mission.

• Prioritize being strategic over being political. Intrapreneurs are intentional in what they say and do.

• Manage every touchpoint with others from emails, voicemails, virtual and visual presence, social interactions, etc.—so their reputation and actions speak loudly about their character. They'll no longer worry about others defining them.

Whether you're an intrapreneur, entrepreneur, sales pro, rising or veteran leader—building an enduring brand-reputation requires three things: credibility, consistency and contribution.

Add a mindset of gratitude and a dose of humility—because no one gets ahead alone or without helping others.

For more results with Roz, please visit RozUsheroff

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