Power of the Pledge

Last March, the Big “I†national board voted to adopt Trusted Choice® Sept. 1, 2011, at a reduced cost to all Big “I†mem­bers, subject to signing a licensing agreement. While many members are familiar with the Trusted Choice® logo, some may not be aware of what the Trusted Choice® brand represents. A critical element of branding is making consumers understand the value proposition of the people they do business with. To that end, consumer research was an important part of the creation of Trusted Choice® and serves as its foundation.

While many long-tenured members may remember the days of then IIAA spokesperson Raymond Burr, and the independent insur­ance agent logo, the reality is that when consumers were asked what the independent insurance agent logo meant, there was a great deal of confusion with other logos and organizations like the U.S. Postal Service and independent truck­ers. Based on consumer research, a new logo that resonated with consumers was created. But that was only part of the equation. To build equity with consumers, the new brand needed to articulate what the independent agents stood for. After much input from independent insurance agents around the country, the Trusted Choice® “Pledge of Performance†was born. Here’s what it says:

Trusted Choice® agencies are insurance and financial services firms whose access to multiple companies and commitment to quality service enable us to offer our clients competitive pricing, a broad choice of products and unparalleled advocacy.

As a Trusted Choice® agency, we are dedicated to you and are committed to treating you as a person, not a policy. This commitment means we shall:

We pledge this to you, our clients, and ask that you let us know if we fail to meet our commitment, so we may take corrective action.

As a member of the Big “I†executive committee, I have had the privilege of traveling to a number of state association meetings and visiting with independent agents around the country. I have been very pleased with the outstanding and creative ways that our members “live the brand†and the pledge. By actively supporting charities in their communities, these agencies are supporting worthy causes and creating exposure for the Trusted Choice® brand at the same time. For example, GLB Insurance Group of Nevada is a co-sponsor of the Susan G. Komen Southern Nevada Race for the Cure. The agency also had a booth and participated in the race and handed out fans emblazoned with the Trusted Choice® logo. Kinghorn Insurance Agency of Beau­fort, S.C., organized several Relay for Life events in many communities throughout the state to benefit the American Cancer Society. They raised thousands of dollars for cancer research and prevention.

Now four out of five Trusted Choice® agencies have a website, which is significantly above the industry average. And, Trusted Choice® agencies are exploring and using social media (check out the Agents Council for Technology, which provides great information to members looking for guidance on how to get started). Trusted Choice® has a Marketing Reimbursement Program to help defray the costs of marketing materials and upgrading or creating a website. And Trusted Choice® members like nrg::Seattle use their website to tell their cus­tomers about their core values and commitment to being responsible corporate citizens. And, they walk the walk! They are a recipient of the Sloan Award for Workplace Flexibility for the fifth year in a row.

I could share many more examples that I’ve seen of agencies truly embracing the brand. But the key to any good brand is consistency. When agents use the Trusted Choice® brand on their stationary, signage and website, it benefits all Trusted Choice® member agents. A quote from Rudyard Kipling sums it up the best: “For the strength of the pack is the wolf, and the strength of the wolf is the pack.†The competition is stiff, but together we can continue to build on the success of past generations of independent insurance agents to ensure our future.

Mike Miley Big “I†chairman