In working with our clients, we encourage them to think about the unique personality of their business. This can include elements such as an unusual neighborhood or community setting, owner-managed vs corporate business structure, or the rationale behind pricing that may be higher or lower than industry norms. Beyond these characteristics, many successful business owners have created a distinctive 'flavor' within their operations, branding and marketing by incorporating some aspects of their own style and personality. Consider domain registrar marketing guru Bob Parsons who unabashedly includes his preferences for gorgeous young women and an unashamed patriotism in every GoDaddy marketing campaign.