Start by asking yourself: What do you want people to say about you when you are not in the room?

How do you want to be known? When people talk about you, how do you want them to describe you?

Now go back to your business: how do you become that person? And how do you manage your actions to always reinforce that person?

As part of this exercise also consider:
- What do you enjoy doing?
- What do you enjoy learning?
- What comes naturally to you?

Use this information to create a description that can apply to you and only you (it may not be one single trait, but it is a combination of traits). Then be that person, and project it clearly.

It also helps to do all this with a brainstorming partner, so you can talk it through out loud.