News flash: The average consumer thinks all insurance is thesame. OK, maybe this isn't a news flash, but it's still a pointworth repeating. And let's face it, we've done it to ourselves. Theindustry has basically stated there is no difference in coverageexcept for price—so we sell on price, then wonder why the consumerdemands the “cheapest you got.”

So how in the world does the average insurance professionalseparate him or herself from the pack? Answer: By developing apersonal brand.

A personal brand shows your audience that you are not likeeveryone else. They will remember you versus the competition. Whenthey think insurance, they think of you. And isn't that theultimate goal? We want them to purchase their insurance from us, sowhy don't we position ourselves to be the preferred choice?

Although I didn't realize it at the time, my creation of TheInsurance Goddess was the beginning of my personal brand. Itstarted with my blog, named “Confessions of an InsuranceGoddess.” I chose that title specifically to intrigue andentice people into thinking, “Ooooh, confessions. I bet she's gotsome cool secrets she wants to share.” Just like the poststhemselves, more people are likely to read if the title isinteresting.

After several suggestions from a close friend, I decided tobring the character to life at a networking event co-hosted by myagency, Alan GalvezInsurance. I promoted my blog via an insert placed into a bagof homemade cookies. I passed out the cookies and posed forpictures for those that wanted them.

My total investment for this? Around $300, including thecost to buy material, pay someone to make the costume and buy theingredients to make the cookies. I've said it before, and I'll sayit again: this was by far the best $300 I ever spent.

Here's what I'm doing with my character on a localscale:

• Visiting local businesses (customers and non-customers) andposing for pictures
• Getting a behind-the-scenes tour of a local business andwriting a blog post about my experience
• Raising money for various charities by asking for $1 inexchange for a picture
• Promoting contests my agency is running
• Attending community events such as our Halloween Ring of Lightswhere I give out free trick-or-treat bags (a natural fit—it is acostume, after all).

I know what you're thinking: “No way am I getting dressed up ina costume. That isn't for me.” That's totally cool; then don't doit. Never do something you're uncomfortable with. But you do needto do something to set yourself apart from the rest.

Some ideas:

• Wear a button or nametag that says something clever like “Isell solutions. How can I help you?” Make several buttons withdifferent sayings and rotate them at your networkingevents/meetings.
• Pick one business prospect a week (or a month or whateverfrequency works for you) and drop off a dozen doughnuts orsomething equally yummy. Attach your business card or promotionalmaterial to the box, and you'll be that “nice lady or man from XYZAgency who brings us doughnuts.”
• Redesign your business card or create a flyer that lists yourabilities and how they can help people. Maybe you'll say that youragency “makes insurance less complicated;” who wouldn't like toread this? Remember, consumers don't care about you, but what youcan do for them. So tell them. (I'm working on a new business cardas we speak and will share soon.)
• Share items of interest and useful information to bothcustomers and non-customers alike. Perhaps you have an HVAC friendwho isn't a customer and one of your carriers puts out a “4 Ways toreduce your energy costs” article. Pass along the article to theHVAC friend and suggest he give to his customers. Do thisconsistently and people will start to look to you as a provider ofhelpful information.

How about you? What are you doing to separate yourself from therest? What's working? What isn't?

Remember, there's only one you, so capitalize on it. Bememorable, and always in a good way.