5 Simple Steps to Building a Memorable Agency Brand
Branding has an enormous impact on every aspect of business. Whether you’re just getting started creating your agency brand identity or you’re in the process of rebranding because of changes in the market, you need to spend some time clarifying the messaging you want to create and deciding how to implement it. Here are the five steps for creating a memorable agency brand.
Create a Branding Strategy
Your branding strategy clarifies which direction your branding should go. It helps you create messaging with an eye toward the goals of your agency. The first step in the process is to identify your business goals and get clarity on how your brand fits into them.
Research Your Market
Before you start making any major decisions, you need to understand where your agency fits into the market and the position it plays in the minds of your target audience. Your research should be focused in a few key areas:
Your Target Market
Create a detailed customer profile and identify the needs that your agency fulfills. You must also understand how your audience sees your agency. Remember “brand” is essentially an image that exists in the mind of your ideal client.
Your Products and Services
Branding revolves around a promise you make to your audience. What is your brand promise? What need does your insurance speak to and how does it uniquely solve the problems of your target market?
Research the market and see what your competitors are doing. Use the results of your research to clarify your unique position. People will love and identify your brand because of its uniqueness.
Create Your Messaging and Unique Value Proposition
Now that you know the market and your position in it, create a message that explains to your audience how you uniquely fulfill their needs. This message will be conveyed through everything you do and at every touchpoint with your target audience.
This message should focus on the customer and the benefits your offering provides them. How does using your products and services help to make your customer’s life better.
Create a Branding Plan
Now, choose the personality, tone, and design elements that will help to convey this message to your audience. Your planning should include where you will communicate with your market and what content you will offer them. Keep in mind that in order for branding to work, everything should be consistent and in harmony with the message you outlined in the previous steps.
Implement Your Brand Identity
The process of branding is never truly finished. Once you implement it, you’ll need to monitor and keep gathering feedback from your market to make sure the message is hitting home.
From time to time, you’ll also need to consider rebranding. Companies re-brand when there are significant changes in the market, changes in their company, or a new segment of the market they need to target. In order to keep up to date with these changes, they have to tweak or overhaul their branding so that it can achieve new goals.
Mernice Oliver, affectionately known as “Coach MO, ” is the president and head coach of Mernice Oliver International, LLC, a coaching & consulting firm helping women insurance entrepreneurs launch, build, grow and scale thriving insurance agencies. She is also founder & CEO of the National Association for Advancement of Women In Insurance, a professional leadership organization focused on helping minority and multicultural women build success and thriving insurance careers. Coach MO has rendered transformational results her specialty of mindset, agency management, and staff development for her clients which have made her a much sought after coach, consultant, and speaker on the regional and national platforms.
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