Independent insurance agents have traditionally focused less on corporate image than on personal contact to build their books of business. However, as time-challenged consumers increasingly look for quick and reliable solutions to their buying needs, the old adage “image is everything” becomes even more meaningful. For agents who want to stay with or ahead of their competitors, now may be a good time to consider a branding initiative.
The web site www.bnet.com defines corporate branding as “the coherent outward expression projected by an organization. Corporate brands distinguish organizations from their competitors, orient the organization in the minds of customers and employees, and create a perception of what an organization stands for.”
The American Marketing Association says “branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.”
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