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Building Your Brand

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Building your brand

A brand is the most powerful asset you have. It is a statement about who you are, where you are going, and a demonstration of how clients can relate to you. A good, strong brand can help you gain new clients and retain existing ones.

to begin building your brand, how do you define it?

Start with a definition. Determine what you want your brand to be and how your brand will be represented in the minds of your clients. When you think of major brands such as BMW, Apple and Kraft, what thoughts and images do they conjure for you? Maybe it’s innovation for Apple, or luxury and peak performance for BMW. How do you want people to react to your brand? The perception of your brand will help carve your place in the insurance community as a broker or agent.

How do you build your brand?

Internally, the most efficient way to build your brand is to ensure it is a living part of your company. All your employees should know and understand what your company stands for, and what you want your company to be. Your employees are the face of your brand; oftentimes they are the ones who interact first with your clients and prospects.

How do you help employees represent your brand?

Hire the right people. Your team should embody your brand and everything for which it stands. If your company prides itself on the highest standards of customer service, your team should excel at customer service. Zappos, a well-known online retailer, was recently highlighted as a company that takes brand-building seriously. The hiring process is important at every level of the Zappos organization. From lawyers to customer service representatives, all company employees participate in the same training. Zappos and its employees truly strive to live up to the “Powered by Service” tagline.

How do you get people to know your brand?

When someone asks one of your employees who they work for, how do your employees respond? Whether they are speaking to a family member or a potential client, the meaning behind your brand should be embodied in their response. You can achieve the goal of easier brand identification by properly training and communicating to employees. It is also important to regularly seek feedback on your brand from your employees as well as your customers. And just as importantly, you need to act on the feedback you get. If employees aren’t communicating the proper brand message, give them access to additional resources, provide additional training or increase communication so they not only get the message but can convey it more clearly.

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