How important is your agency brand? 

Very important!  Your brand is your personality.  It is like a reputation for a person. What is your agency’s reputation?  How have you earned it over the years?   

Now conduct some simple tests. Jot down adjectives that you feel describe your agency beliefs and performance.  Ask your employees to do the same thing.  What are the common denominators?  Next, take a look at your sales literature.  Do your brochures, print ads, direct mail letters, television and radio spots reflect these personality traits? 

Most importantly, ask 25-or-so customers why they became your customers and why they stay.  What do they say?  Do their comments match up with what you believe your brand personality is? 

Finally, ask yourself: what unforgettable experience do we create for our customers?  How do we distinguish ourselves from the “thundering herd” of insurance agents out there?  Creating an “unforgettable experience” for your customers is a major key to growth.  It fosters referrals, it promotes positive word of mouth advertising (the best kind), and it becomes a focal point for your sales promotions.