A successful brand is one that communicates the clear, powerful thoughts you want people to have about your business. That was the goal of the principals of Norman-Spencer Agency Inc, a program administrator and wholesaler based in Dayton, OH. Of the agency's total property/casualty premium volume of $200 million, programs make up about 65%, with wholesale business representing 35%. Norman-Spencer works with some 2,000 retail agents around the US and represents more than 50 insurers rated "Excellent" by Best's. Norman-Spencer has six affiliate companies plus two sister companies, and the customers of one unit usually had no idea that Norman-Spencer had a network of affiliates that could meet a given customer's needs for many additional products, says Heidi Wolf, the agency's business development manager. Given the depth and breadth of expertise represented by the numerous affiliates of Norman-Spencer, and the drive to create a unified brand for these entities, the agency strives to position itself as a standout from competitors.