What is your Brand Essence?

That's a boilerplate question from a public relations firm's application. Google tells me that a "brand essence" is

...the heart and soul of a brand – a brand’s fundamental nature or quality. Usually stated in two to three words, a brand’s essence is the one constant across product categories and throughout the world. Some examples are “Nike: Authentic Athletic Performance,” “Hallmark: Caring Shared,” [etc.]...

My answer to them, basically: Look, I understand what you're asking, but I am a person, and thus do not have a "brand essence". I understand the inclination for some public figures to package certain aspects of their personality in such a way as to be more easily digestible by (i.e., more easily marketable to) the general public. But as the public continues to discover, to its constant shock and confusion, people are not brands, and attempts to encapsulate a human being in a catchphrase or ad campaign are, at best, misguided.



So...what is your brand essence?