We have all seen a brand grow and define itself in the minds of consumers. Apple, Google, Nike, Amazon, McDonalds and thousands more have effectively captured the attention of many. Developing a consistent brand is critical to the growth of an independent agency as well. As your agency grows, delivering your brand on all platforms communicates verbal and visual messages to your audience.
Branding is more than a consistent font, logo, color scheme and variety of images on your website. It is the perception created when your brand intersects with clients at every turn. Branding is a feeling, an assurance that the client can trust you, and will receive the knowledge they need and the value they expect in each transaction.
Is your branding complete? Is it streamlined? Are you and your staff communicating well with all audiences and seeing results? These are important questions. Your clients and prospects are very different groups requiring different messaging and engagement. One already trusts you, has purchased policies from you and is the greatest source of new business for you. The other is still testing the waters, gathering information to make the best, most informed decision on what to do next.
The GEICO gecko and the Aflac duck are recognizable parts of brands that talk simply and differentiate their products through savings or customization. Your agency branding may not require a mascot, but its messaging can differentiate you from the competition with every type of client you serve.
Read the full article, written by Doug Coombs, Chief Marketing Officer of SIAA, published January 8, 2021 in The Standard. Reprinted with permission from The Standard, Copyright 2021, Standard Publishing Corporation, Boston, MA. All rights reserved.