A QUESTION I commonly pose to workshop audiences is, "What's your brand?" Answers vary. Attendees may name an agency, company or spokesperson (live or animated). I rarely receive the answer I'm seeking. I keep hoping an entire audience will jump up and shout, "I am my brand!" After all, they are the unique aspects of their marketing efforts.

From my childhood, I remember monthly visits from our family's insurance agent. While my parents might have been influenced by the "company brand," their loyalty was always to Elmer, our insurance man. His visits were anticipated. Dinner was early, so the table could be cleared and the house straightened before Elmer arrived. If he had other calls to make, my parents would serve him coffee and dessert. If our home was his last call of the night, he and my dad would hoist a beer. The evening's conversation seldom centered on insurance matters.

Elmer was our family adviser. If my parents were looking for a new appliance, they would ask him about which model to buy and where to buy it. They also consulted with him about other major purchases or potential service providers, ranging from landscapers to interior decorators. Since Elmer knew so many people, he was the expert in all such matters.