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There is a big difference between tactical and strategic insurance branding.
The importance of brand gets a lot of recognition these days, but much of the effort around building and maintaining a company’s brand is disjointed and ad hoc.
Too many times, the effort is left to the marketing team, and not embraced by senior leadership.
In this Agency Nation Radio episode, Marty interviews Peter van Aartrijk and Tony Wessling, the founders of CHROMIUM, a brand consultancy.
They have a unique perspective on this problem. As they both readily admit, they each ran a ‘tactical’ branding agency prior to forming CHROMIUM a strategic branding firm.
So what is the difference between a tactical and strategic insurance branding?
Often, development of brand is left to the marketing department. They convene a task force, and after a session or two of brainstorming, come up with a brand, a mission statement and / or a vision.
Meanwhile, the human resource department works to build a culture within the company by organizing team building events and hanging inspirational posters.
The the problems of these two disparate approaches to creating a focus for the organization are often compounded when senior management doesn’t take ownership. And pretty soon the brand and culture sit on dust covered shelf.
“Branding? Yeah, we tried that once. It didn’t work out so well.”
Compare and contrast that with a brand and culture that is designed from the ground up.
A strategic brand speaks to both the internal employees of the organization as well as customers. It is aspirational and creates the guiding principles for the organization and it’s employees.
Peter describes the the interplay of brand and culture as the two sides infinity symbol, and where the brand and culture meet in the middle are the core values of the organization.
Listen in as Tony and Peter describe their methodology in creating what they call vivid, shining brands, those brands that create a guiding light for the organization.
Their process builds on a skeleton of components that ultimately turn into that strategic combination of brand and culture.
That combination revolutionizes how an organization is perceived in the marketplace by customers and prospects but equally importantly how the employees work together to achieve results for their customers.
Tony and Peter will be joining the Agency Nation team at Elevate 17
Join us for a special session at Elevate 2017, Branding Your Business in a Millennial World.
Sunday Afternoon, June 4, Start time 1:30pm.
Hosted by Peter Van Aartrijk, this will be a lively interactive session that will give you insight on shaping a strong brand and culture, developing core values, tapping employee wisdom, and creating a customer experience.
This event will be open to the first 100 attendees to register.
Support the Companies that Support Elevate 2017
In an uncertain world, Travelers is an insurance leader, committed to keeping pace with the ever-changing needs of our customers, and anticipating their needs for the future. There is no stronger testament to our dedication to protecting customers from loss than our continued innovation and ability to transform our industry.
In fact, from the first ever auto and space travel policies and hybrid car discount, to the 2009 founding of The Travelers Institute for public policy, our history of advancements has propelled our company—and our industry—towards ever higher standards for customers.
Travelers is a company that works hard at the science of what we do: we analyze information, process perspectives and measure results to create the best combination of products and services.
We work equally hard at customer service and how we interact with the people whom we do business. Over the years, we’ve strived to earn our customer’s loyalty by continually improving our abilities to listen and respond to their needs.
Agencies big and small invest in Zywave, a leading provider of software-as-a-service (SaaS) technology solutions for the insurance industry, to overcome top industry challenges, to gain efficiencies and to meet growth goals.
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Quality referrals to help your business grow.
Precise Leads, Inc. provides real-time delivery of leads to our network of insurance agents, as well as other customer prospecting services including Live Phone Transfers and ad-driven Click to Call marketing.
At Precise, we understand that in order to deliver the very best leads, we need to offer consumers unparalleled service. We are constantly developing and improving our proprietary lead delivery system, and we take service and security very seriously.
Precise Leads is highly rated within the insurance and financial community, successfully serving individual agents, regional agencies, and publicly held corporations.
Don’t miss Peter van Aartrik and Tony Wessling live at Agency Nation Elevate 2017.
See you there.
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