The way you position your agency's brand in the marketplace has a lot to do with the way you position your customers within your business. If you treat them just as accounts, then the likelihood is they will treat you with little regard as well. They'll jump ship the minute something better arrives.
If you want your agency to stand out in the crowd, you need to demonstrate what that uniqueness means to your clients. Show a true relationship with them, not just a knowledge of their needs and preferences. Then your policyholders won't have to find a reason to stay with you even if a new agency comes along to lure them away.
Two things solidify your relationship with insureds beyond just providing great products: good pricing and excellent service. You need to gather as much data as you can on your clients' likes and dislikes, preferences and lifestyle. Understand how to connect with them in a manner that supports their needs, not yours.
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