Building an insurance brand: Don’t be scared.
Branding scares many companies, including insurance companies and agencies. They think it’s too complex; too squishy and hard to define. Even worse, there is a misconception that branding is simply a component of marketing — logo design, taglines, brand color, font, and misc graphic design.
In fact, a thoughtful brand strategy should be attached at the hip of an organization’s overall business strategy.
Redbird believes a brand’s value to the organization falls nicely under six attributes:
- Evergreen… it’s who you are, and it rarely changes (e.g., Apple = Innovation).
- Customer focused… who you are must clearly translate into what’s in it for customers.
- Rallying point for employees… they must be in the boat with you.
- Memorable… if it doesn’t stick, it won’t work.
- Emotional… if it doesn’t trigger an emotion, it likely won’t trigger a sale.
- A way to differentiate… why you are a better choice for the customer.
In short, greatness happens with a strong, clear and aspirational brand strategy. For example, Steve Jobs likely never imagined in his garage he was creating a company that would one day develop driverless cars. He WAS, however, imagining a company driven by innovation that would be a disruptive force in many industries. This was Apple’s brand positioning then, and it’s going strong today.
Redbird’s approach to Brand Strategy involves every corner of the business to ensure what you say to customers in communications is delivered at a high level.
Let’s start a discussion today with a free 30-minute call to discuss your brand and whether or not it is doing its job to spearhead your growth.