When you think of branding, what comes to mind? Most likely logos, fonts, colors, slogans.
But while your visual identity and a memorable name are very important, these items should be toward the end of the list of things you need to focus on when you set out to build a strong brand. Where should you start? Feelings.
Create an emotional connection
The world’s most successful brands, regardless of the industry, have one thing in common—they make us feel. As humans, how something makes us feel is pretty much the most memorable thing to us, even though we don’t always realize it. You don’t consistently pick one brand over others just because.
What kind of feelings do great brands create? It depends.
It may be the sense of nostalgia making you loyal to a certain car brand, the one your grandpa drove, because it brings special memories from your childhood.
Or it might be the feeling of freedom you get when you’re out and about in your favorite hiking shoes—the shoes that got you through that European backpacking adventure in college. You’ve stuck with the brand since.
It might be hope, anticipation, safety, comfort, pursuit of something new, the list goes on.
Think of your favorite brand. Why do you like it? Undoubtedly, it’s because it makes you feel something good.
What do you want your clients and prospects to feel?
Start by identifying the things you're good at and match them up with what consumers are looking for.
Because you’re in the business of helping people protect the things that matter most, the key focus of your brand could stem from the following concepts:
- Your expertise in all things insurance. You and your team members have decades of combined experience helping people with all their insurance needs. You know what you’re talking about and you can handle complex insurance situations.
- Your personalized approach to service. You're simply the best at taking care of your customers. You’re always available and no question is too small. Your clients love your friendly service.
- Your broad range of services. From personal insurance to commercial policies to pet or travel insurance, you do it all. You can help people with any and all insurance needs. You work with many carriers and offer a multitude of options for coverage.
- Your specialization in certain types of policies. Perhaps you focus on trucking insurance only and that is what you’re known for. You know everything about it and you’re the best at it.
- Your commitment to technology. You focus on simplifying the insurance process and help your customers manage their policies with minimal effort and time.
Live your promise
Once you hone in on what differentiates you from others, you have to live it.
Let’s take one of the common brand claims we see in the insurance industry—exceptional customer service. If you say you have the best service, but your Google reviews say otherwise, your brand has little chance.
To make that claim, you need to have non-negotiable practices in place for your team. For an agency that boasts service unlike any other, you’ll need to make sure:
- Someone always answers the phone, and all emails are returned promptly.
- Your team members are available via web chat, texting and other channels your clients may prefer to phone.
- Claims are handled quickly and efficiently, and you keep your customers updated in the process.
- You survey your customers regularly and address any concerns they may have quickly.
- You keep track of important client milestones, like birthdays and anniversaries, and recognize those with a handwritten card.
- You reach out promptly to schedule annual reviews and to communicate any premium changes.
- You know who referred whom, and you thank your customers for their loyalty.
- You have a steady flow of glowing reviews and testimonials on Google and your website.
- You share useful information with your customers letting them know you care about them throughout the year and not just at renewal times.
- Your customers bring up your agency when their friends, family and colleagues ask for a recommendation.
If all those things are happening consistently, you’ll be able to deliver on your promise. When you do, your customers will feel good about your agency. And when they feel good about something, they will remain loyal and tell their friends about it.
Match that up with a logo and a slogan that reiterate your promise, and you’ll be off to a great start for your agency brand.