“Got Milk?” is now recognized by more than 90 percent of consumers nationwide. In less than 10 years, milk producers successfully branded themselves in an increasingly competitive consumer marketplace.

Today, the campaign is funded by milk processors nationwide who value their livelihood enough to make a financial investment in their product promotion and future. It has paid off. It is successful because milk producers united behind “Got Milk?” early. Their early and widespread support helped “Got Milk?” evolve into such a powerful asset that today, Americans from coast to coast are asking the question “Got Milk?”–to the delight of milk processors everywhere.

Comprehensive research conducted by an independent branding firm about consumer insurance-purchasing preferences found that individuals and businessowners want an insurance adviser who offers a choice of companies, customization of policies and advocacy support. Unfortunately, they were overwhelmingly unaware that we offer them these very services as independent agents and brokers.

While the independent agency system has gained back some lost marketshare in recent years, it has lost more than $60 billion in personal lines premium volume during the past 30 years. Thats where “Trusted Choice” comes in.

“Trusted Choice” was established as a registered service mark in late 2001 by the Independent Insurance Agents & Brokers of America and its company partners in response to increased competition in the insurance marketplace, as well as the lack of a national consumer identity for the independent agency system. Its tagline is: “We Serve You First,” which stresses to consumers that we put their best interests first.

The brand already is meeting the needs of the independent agency system and consumers alike. More than 2,600 agencies have joined mine in becoming members of “Trusted Choice.” Together, we are taking advantage of its many benefits and promoting the independent agency system to millions of consumers nationwide.

Thus far, 18 company partners have invested substantial financial and personnel resources to “Trusted Choice.” More companies are expected to join the “Trusted Choice” movement soon.

Consumers are heeding the “Trusted Choice” message of choice, customization and advocacy. They are increasingly recognizing the “Trusted Choice” logo and visiting its related Web site, www.TrustedChoice.com, to find a “Trusted Choice” agency in their community.

However, for the benefits of the independent agency system to fully resonate with consumers, the public needs to see a “Trusted Choice” logo on every Main Street across America. “Trusted Choice” needs to be seen in newspapers nationwide so that consumers can be made aware of the value-added of working with a “Trusted Choice” agent or broker to take care of their insurance and financial services needs.

But branding is more than just advertising. It is about creating an identity, establishing a positive consumer experience and solidifying a future. A significant presence of “Trusted Choice” in the competitive financial services marketplace will solidify the future of the independent agency system.

That's where your agency or brokerage firm comes in.

Instead of watching “Trusted Choice” from the sidelines as it continues to grow and gain momentum, I am asking you to join the effort now and be a part of the success. All independent agents and brokers and their carriers need to join consumers in checking out the program online at www.TrustedChoice.com.

Learn more about the branding movement and understand why it is working and why you should join us. To those of you who still have not seriously considered becoming a “Trusted Choice” agency or company partner, you need to do so, and we need younow.

When you commit to “Trusted Choice,” you create another opportunity to secure and enhance the future of the independent agency system. When you embrace “Trusted Choice,” you open another door to a profitable future for our firms. And when you truly live the brand, you create an environment of exceptional customer service that distinguishes us in the marketplace.

“Got Milk?” in no way compromises the independence of milk processors or their local brand identity, just as “Trusted Choice” in no way jeopardizes the independence of an independent insurance agent or broker. “Trusted Choice” is a powerful complement to the traditional local marketing efforts of your independent agency or brokerage firm. It also complements insurance company marketing efforts designed to steer customers to their independent agents and brokers.

Consumers want what they can trust. They prefer choices. They demand the customized service you can deliver. They want you as their advocate, and you are there to serve them first. The relationship works, but unaware consumers dont know what they are missing.

The “Trusted Choice” logo speaks volumes, and consumers are listening. This brand identity entices and reassures consumers as they decide where to turn for their insurance and financial services needs.

“Trusted Choice” reaches beyond our traditional customer base to invite additional businesses and individuals to our doorsteps as generations change. Lets unite now to make sure that every independent agency has a “Trusted Choice” doorstep for customers.

The more the “Trusted Choice” logo is used, the more it will be recognized and the more it will be sought by consumers.

If you are a “Trusted Choice” member, be sure you are taking advantage of its many benefits. Use the logo everywhereon your signs, letterhead, business cards and e-mails. Wear a “Trusted Choice” shirt to the grocery store. Wear a “Trusted Choice” hat to your childrens sports events.

Run the “Trusted Choice” television and radio commercials in your community. Publish “Trusted Choice” ads in your newspaper. Use the logo in a community event you work on and sponsor. Encourage your colleagues to join the movement. Agentstalk to your carriers. Carrierstalk to your agents.

The impact of “Trusted Choice” is being felt in the insurance marketplace. I want you to share in its success by coupling the “Trusted Choice” brand with your business now.

In less than 10 years, I will no longer be asking you to join the “Trusted Choice” branding movement. Instead, it will be our customers saying to one another: Got “Trusted Choice”?

Cloyce Anders is president of the Independent Insurance Agents & Brokers of America, based in Alexandria, Va.

Reproduced from National Underwriter Property & Casualty/Risk & Benefits Management Edition, May 26, 2003. Copyright 2003 by The National Underwriter Company in the serial publication. All rights reserved. Copyright in this article as an independent work may be held by the author.