Bring in Branding Reinforcements
By: Bill Campbell
One of them is “on your side.” Another is “like a good neighbor.” And yet one more claims that “you are in good hands.” Mention these taglines to anyone and they can probably tell you what insurance company each represents. These slogans provide a distinct brand identity that differ-entiates these companies from their competitors. This same goal must be reached with all independent insurance agencies and brokers if they want to succeed.
Building a better brand is a worthwhile investment of your time and money. However, bad branding can make your firm look unprofessional. Branding that is unclear or unfocused can also cause confusion for potential customers and creates no differentiation from your competition. Finding the correct tone amid these concerns is important, which is why a branding firm can often be helpful in building an agency’s image.
Before hiring a branding company, you should establish a budget for the branding process. Keep in mind that branding is a critical investment and should treated as a capital investment for your firm, like finding new office space. Your budget should include the estimated service charges from the branding company, as well as funds for the many facets in which your new brand will be used, including business cards, letterhead, signage and Web sites. You should realistically estimate what these changes will be up front or you could end up spending much more than you planned when the process is complete.
After you have the budget in place, research branding firms for their qualifications, experience and reputation. This is a critical part of your business, and you need to do it right the first time.
Once a relationship is in place, let the branding firm know what insurance products perform best for you so they can be promoted front and center in your messaging. At the same time, be cautious about promoting certain programs from larger insurance companies, because if you push them too extensively in your branding materials, people will think that you favor those companies over others. After all, your role as an independent agent has to come through clearly in your brand.
Ideally, there should be only one person to serve as point of contact from your company with the branding firm. However, agency stakeholders should also be involved in the process as it occurs, including reviewing and commenting on the proposed branding materials before they become finalized.
The most important thing to keep in mind when building a branding is keeping an open mind. There are plenty of independent agents out there—you want to create something that is unique and helps you break out from the pack. A little unconventionality can go a long way.
When you finally decide on a new brand, it is essential that all of your employees live it as their mantra. Your brand applies internally as well as externally. Your staff must believe in it—otherwise, your customers will fail to recognize it as well.
Bill Campbell is brand strategy director of Clean Design, Inc., in Research Triangle Park, N.C.
Carrier Branding Connection: Markel
For Markel, branding is not a matter of advertising or slogans; instead, it’s about everyday interactions with agents and customers. Tom Smith, managing director of Markel, says his company is driven by the “Markel Style”—a statement of purpose that is fundamental to every aspect of its business.
“That’s what our employees work and live under—it’s the fabric in everything we do,” says Smith. “It’s used as the beginning discussion at all company meetings.”
Smith considers Markel’s brand to be, very simply, the way he and his co-workers live the “Markel Style” day in and day out. Although the company is currently in the process of re-energizing its brand to adapt to the ever-changing marketplace, Smith says Markel’s fundamental values will never change.
“Successful companies must continually strive to create value and a good customer experience to not only retain business but to grow,” says Smith. “The customer experience, one interaction at a time, is what drives the brand and who you are.”
For Markel, being a member of Trusted Choice® is another aspect of living its brand by supporting the industry’s commitment to customer service. Smith believes agents can meet the branding challenge by focusing on their reputations and becoming known for the quality of their work.
“You can put the Trusted Choice® logo on your door all day long, but if you don’t live and breathe the brand, you won’t be considered a trusted advisor,” he says. “Branding is about building your reputation one call and one interaction at a time.”
—Veronica DeVore
Building a better brand is a worthwhile investment of your time and money. However, bad branding can make your firm look unprofessional. Branding that is unclear or unfocused can also cause confusion for potential customers and creates no differentiation from your competition. Finding the correct tone amid these concerns is important, which is why a branding firm can often be helpful in building an agency’s image.
Before hiring a branding company, you should establish a budget for the branding process. Keep in mind that branding is a critical investment and should treated as a capital investment for your firm, like finding new office space. Your budget should include the estimated service charges from the branding company, as well as funds for the many facets in which your new brand will be used, including business cards, letterhead, signage and Web sites. You should realistically estimate what these changes will be up front or you could end up spending much more than you planned when the process is complete.
After you have the budget in place, research branding firms for their qualifications, experience and reputation. This is a critical part of your business, and you need to do it right the first time.
Once a relationship is in place, let the branding firm know what insurance products perform best for you so they can be promoted front and center in your messaging. At the same time, be cautious about promoting certain programs from larger insurance companies, because if you push them too extensively in your branding materials, people will think that you favor those companies over others. After all, your role as an independent agent has to come through clearly in your brand.
Ideally, there should be only one person to serve as point of contact from your company with the branding firm. However, agency stakeholders should also be involved in the process as it occurs, including reviewing and commenting on the proposed branding materials before they become finalized.
The most important thing to keep in mind when building a branding is keeping an open mind. There are plenty of independent agents out there—you want to create something that is unique and helps you break out from the pack. A little unconventionality can go a long way.
When you finally decide on a new brand, it is essential that all of your employees live it as their mantra. Your brand applies internally as well as externally. Your staff must believe in it—otherwise, your customers will fail to recognize it as well.
Bill Campbell is brand strategy director of Clean Design, Inc., in Research Triangle Park, N.C.
Carrier Branding Connection: Markel
For Markel, branding is not a matter of advertising or slogans; instead, it’s about everyday interactions with agents and customers. Tom Smith, managing director of Markel, says his company is driven by the “Markel Style”—a statement of purpose that is fundamental to every aspect of its business.
“That’s what our employees work and live under—it’s the fabric in everything we do,” says Smith. “It’s used as the beginning discussion at all company meetings.”
Smith considers Markel’s brand to be, very simply, the way he and his co-workers live the “Markel Style” day in and day out. Although the company is currently in the process of re-energizing its brand to adapt to the ever-changing marketplace, Smith says Markel’s fundamental values will never change.
“Successful companies must continually strive to create value and a good customer experience to not only retain business but to grow,” says Smith. “The customer experience, one interaction at a time, is what drives the brand and who you are.”
For Markel, being a member of Trusted Choice® is another aspect of living its brand by supporting the industry’s commitment to customer service. Smith believes agents can meet the branding challenge by focusing on their reputations and becoming known for the quality of their work.
“You can put the Trusted Choice® logo on your door all day long, but if you don’t live and breathe the brand, you won’t be considered a trusted advisor,” he says. “Branding is about building your reputation one call and one interaction at a time.”
—Veronica DeVore
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