The insurance industry is massive and complex. As a potential client, it can be difficult identifying which insurance company is best for you. Often, insurance companies rely on word of mouth and referrals as a core part of their sales strategy. Insurance brands must figure out how to share their expertise, products, and reasons why to choose them in the digital age.
Our client is an insurance brand that represents agriculture clients, individuals, and corporations. The diverse clientele, along with a non-descriptive brand name, created confusion for each audience.
Boldthink set up focus groups and surveys with employees and customers to identify what makes the brand special and which areas are causing confusion. In the end, our client received a brand strategy containing competitive audits, customer insights, product naming, and brand architecture.
