By Anita Bruzzese
Gannett News Service.

If you're a woman with children, you are probably used to being called something like "Bobby's mom."

Or if you're working for someone else, you might be known as "Susan's assistant." There are monikers that could be worse, of course, but maybe you're getting a little tired of being known by such titles.

If so, then Robin Fisher Roffer said you must be the one to change your "brand."

"Branding is something that begins in college," she said. "You declare a major, and that's the first time you say who you are. Or you get your first job, and the boss pigeonholes you. This is the moment when we have everything in front of us, and we get branded."

Roffer, who develops and produces brand strategies, marketing plans and promotional campaigns, often advises women that they must take steps to "develop their own reality."

She said that if more females in the workplace "took off their masks of who we think we should be and became the real person we are," then women would be much happier.

"I tell women that we are standing on the shoulders of giants, and it's our turn to be real," said Roffer, who is based in Los Angeles. "Women are so scared, and they're jockeying for turf, but we need to declare who we are and honor ourselves."

She said women need to:

Dig deep. There's only one you - you are distinct and authentic. That means you need words to express your personal beliefs, values, how you want to live and what you consider the most important to your inner-life and well being. "Your challenge is to capture the essence of what you have to offer, create interest and enthusiasm for it, and enhance your image in the business world," she said.

Define dreams and put them into action. Create a mission statement for yourself and write it down. "You are very likely to get what you ask for, because when you finally uncover and get serious about your heart's desire, the universe starts listening," she said. "When you think of a mission statement, think trumpets in the background; imagine a drum roll."

Go after the target audience with a vengeance. No matter what your mission or goal, identifying and earning the devotion of your target audience is critical to your success. Just don't be fake.

Avoid crash and burn. It's important to overcome inner fears that can stop you in your tracks. "In many cases the thing you are afraid to do is in fact the one thing you need to do to solidify your brand," Roffer said.

Recruit a squad of brand cheerleaders. Look for guides, teachers and promoters among your friends and family and colleagues who can smooth your path and help create an atmosphere for success. Listen to their advice.

Learn the secrets to packaging your brand. "In any business situation, appearance counts, big-time," she said. That means you must not only make your exterior appealing to your target audience, but also make it a genuine reflection of your inner self.

Get comfortable in your own skin. You're not perfect; no one is. But you can develop your personal style and make it part of your brand. How do you show others that you're creative, or steady, or self-deprecating, or curious?

"A lot of people think that charisma is something you're born with, and they're right," Roffer said. "But what not everyone knows is that we're all born with it. Whether or not we all use it is another question.