For independent agents, building a community-based brand has always been a smart way to set themselves apart from their exclusive counterparts. Now, as the next wave of COVID-19 hits the U.S. economy, it’s more important than ever for agents to build brands in their communities in new and cost-effective ways.

When done effectively, the independent agent brand – which includes professional advisory services – can compete with exclusive agents and direct distribution channels. These competitors leverage national advertising campaigns to sell just one brand of insurance without offering comparable advice to consumer.

It all starts with agents understanding and living their brand.

Read the full article, written by Doug Coombs, Chief Marketing Officer of SIAA , published on November 16, 2020 in the Insurance Journal Magazine.