All In A Day's Work

Robin Fisher Roffer has built brands for Turner Broadcasting, AOL and Robin Fisher Roffer, among others. Although she brags about her big clients in this book, there's little doubt which of these brand-building projects she's proudest of. Fisher Roffer knows the name she makes for herself is one of her most important assets-and she's willing and ready to do something about it.

That something is to provide readers with a guide to creating their own brands. To explain her concept, she turns to one of the most recognized individual brands anywhere: Oprah Winfrey. It's not hard to see how your business would be helped if you had the instant recognizability of Oprah. What's not so obvious is how Oprah did it, and how you can do it, too.

All the steps in Fisher Roffer's eight-installment plan are eminently doable. They not only show you how to find out what you stand for but also how to ensure that the right people understand it and appreciate it.

Make a Name for Yourself (Broadway Books) is available at Amazon.com.

This article was originally published in the January 2001 print edition of Entrepreneur with the headline: All In A Day's Work.