How to be a brand apart

A brand name means recognition, a warranty of quality and confidence in repeat purchasing.

By taking the attributes and personality of your business, blending this with the benefits you offer and matching these to the values of your customers, you will be well on the way to creating a stronger brand image.

To optimise the value of your brand, consider whether your corporate identity, customer, staff and media communications clearly promote your customer proposition.

When launching a new product or service does your brand support the new proposition effectively? When you are promoting the products of a risk carrier or service provider have you got the balance right between promoting your brokerage customer proposition and the provider's service attributes?

When you are positioning your brokerage to new customers post-acquisition does your brand ooze the right customer sentiments to encourage customers to renew?

When you operate as a member of a network or trade association do you promote the other brand over your own? Uniting the two could double the value of your branded customer proposition.

Effective brand management is all about seizing opportunities to express the right attitude to existing and potential customers. With considered brand presentation you can use the attributes of your customer proposition to give them reasons to do business with you.