INSURANCE BRANDING 101: HOW TO CREATE A SOLID BRAND

Standing out in a sea of other independent insurance agencies isn't easy, especially if they've been around longer or have more customers. However, it is possible to make your agency known, trusted, and preferred by your target audience. You just need to put effort into insurance branding to develop a solid agency brand.

When you understand what insurance branding entails, you can see why it's so important. Branding is the process of building your brand—the actions you take, the methods you use, and the things you do to influence customers' thoughts about your agency. Ultimately, branding is what you do and say. It's every decision you make that current and potential customers see.

Handled correctly, branding can position your agency for success by doing the following:

• Forging an emotional connection with customers

• Making your brand more memorable

• Supporting your marketing and advertising

Remember that brands don't just exist; they must be built and maintained. By taking the right approach to branding, you can shape how your target audience perceives your agency and inspire confidence that you can help them. Moreover, you can increase awareness, trust, and even revenue.

Branding is complex. It involves much more than just creating a logo, deciding on a color palette, and designing a website. If you want to develop a great brand, there are several factors to consider and a lot of work to do.

A solid brand resonates with the target audience. Therefore, you need to have a firm grasp of whom your brand is trying to reach. Conduct research into who your ideal policyholder is, what problem they're experiencing, what goals they want to achieve, where they spend their time online, and what language they use. By applying these insights to your branding efforts, you can show that your agency truly knows, understands, and empathizes with them.

A strong brand needs to have purpose and positioning. Defining why you're in the insurance business and what makes your agency unique is essential. That way, you'll have an easier time standing out from other agencies. More importantly, you'll be able to demonstrate the value you have to offer your target audience.

Your brand identity includes the tangible assets that portray your branding. According to the U.S. Chamber of Commerce, 55% of brand first impressions are visual. Therefore, you need to make sure that what your target audience sees will grab their attention in a positive way. Apply research into your target audience and industry to create a logo, color scheme, tagline, image style, and website design that represents your brand.

How you communicate with your target audience is another vital aspect of your branding efforts. You need to develop a brand voice that people connect with and come to recognize when they read emails, watch videos, and so on. So, create a voice that matches your brand's distinct personality and even incorporates language your target audience uses. Further, ensure your messaging is always clear and aligned with your brand voice.

Consistency is a key element of branding. It takes 5 to 7 impressions for people to remember your brand. That's why it should look and sound the same everywhere. By maintaining brand consistency across platforms, you can boost recognition and trust.

Insurance branding is challenging, but it's worth the effort. By taking the necessary steps, you can create a strong brand that garners attention from your target audience. More importantly, you can become a trusted name in the insurance space and enjoy greater business.

To receive help building your brand, visit viralsolutions.net and request a free consultation.