9 Ways to Destroy Your Agency's Brand

October 16, 2012 Becky Schroeder

Many insurance agencies don't have an employee dedicated to their agency's marketing. Those employees who do their agency's marketing often have other duties and responsibilities that take time and focus away from the agency's brand. And that's fine.

However, there are things that could hurt or destroy your brand if you're not careful. Here are 9 marketing moves to avoid.

1. No logo

Your brand identity is not entirely your logo, but it does start there. Don't waste an opportunity to start raising awareness and building your agency's identity because you don't want to pay for a logo. You don't have to blow your entire marketing budget for the year on a logo. Just find a good graphic designer who can create a logo for you that will visually represent you and your agency.

2. Inconsistency

Every brand makes changes to its logo over time. Just compare old logos from Coca-Cola and Apple with the ones they use today. But you should not make changes too often to your logo. Inconsistency in your logo and frequent changes will keep you from being recognized. An occasional refresh is okay. Make sure when you do update your logo, you change to the newer version everywhere your logo appears.

3. Lack of brand imaging

Set standards for your agency in terms of font, layout for important documents and value proposition. Hold your employees to these standards. This will help ensure everyone in your agency is using the same messaging to describe who you are and what you do as well as avoid less than professional-looking fonts in important correspondence with prospects and customers.

4. No customer service training

Customer service is not just for your CSRs. All of your employees need customer service training because they all represent you. Every interaction someone has with your agency - and I mean every single one: a simple phone call, seeing an ad or walking into your office - is a marketing opportunity.

5. Neglected signage

Take a look at the signs outside your office and at the signage you use at events. How does it look? If it looks worn or tired, you're sending an unintentional message that your agency is not doing well or doesn't care. People aren't going to want to give their business to an agency that seems to have stopped caring.

6. Lack of email signature

Your email signature is your digital signage. It needs to include your contact information and your logo. It's another opportunity to increase recognition for your agency. You don't need to list every phone number or location. Keep it simple. A small logo with the important information so people can quickly find it and connect with you.

7. An old website

An effective online presence must be considered part of your living, breathing and updated brand. You must commit to keeping your website up-to-date and fresh. Because otherwise you will be losing prospects to your competition. Review your website consistently making it part of your regular marketing activities so you won't miss updating stale or missing information.

8. No social media

Life as an insurance agent is busy. Make a plan for social media and it doesn't have to become a drain on your time. There are tools that can help you manage your social media profiles so you can schedule posts ahead of time. You may not like Twitter or Facebook, but you do not have the luxury to ignore it in today's socially-connected society.

9. Not knowing what your customers think

Have you ever asked your customers what they think of your agency? If you answered "no," it's time you started because you're missing out on a fantastic marketing and learning opportunity. Survey your customers to find out what they like about your agency, what you're doing right, what you're doing wrong. The results could be fantastic testimonials to share on your website and social media as well as a chance to cross sell another line of business.

About the Author

Becky Schroeder

As Chief Marketing Officer, Becky Schroeder is responsible for driving ITC’s overall marketing strategy for the company and its products. Her specialties include creating and documenting processes; establishing metrics for managing those processes; developing content strategy and generating leads; and developing marketing strategy. Becky was named an Elite Woman in Insurance by Insurance Business America in 2016. She has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their three daughters.

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