Today, March 19, is Saint Joseph's Day — also known as La Festa di San Giuseppe. According to legend, Sicilians prayed to St. Joseph, their patron saint, for rain to avoid a famine during the Middle Ages. If the rain came, they promised a fabulous feast. Of course, the rain came, and so did the feast. Since then, the traditions on this day include feasting like crazy, enjoying a zeppole and giving food to the needy.

Today is also my grandfather's birthday. Each year on this day I think of him, Joseph, who was a fishmonger. Like St. Joseph, Papa liked a good meal. Pretty much every day. He owned a seafood business and, like the patron saint, he liked to help the less fortunate in his communities.

It seems to me that my grandfather, without knowing it, lived his brand to the fullest. His name and birthday were aligned with Saint Joseph. And, like the patron saint, his love of food, and people, earned him the love and respect of family and community alike. Be honest. Be straightforward. Be sincere. Do good and you will do well. Simple advice for anyone — or any company trying to build a brand.

Your legacy lives on, Papa Joe.