2020 changed the way we do business, but reflecting on the past, the image of insurance adjusters’ offices cluttered with an assortment of promotional items illustrates the challenges of standing out in a saturated market. I remember dropping off marketing materials, walking to an adjuster’s cubicle, and finding it covered with files, flyers, brochures, business cards, calendars, mouse pads, you name it. Trying to stand out was almost impossible. 2020 sent most people home, so we don’t have the flexibility of just showing up unannounced to their office. But the challenge is still the same – trying to stand out, but now we’re doing it from a distance.
In today’s digital realm, the landscape is equally, if not more, congested with advertisements and traditional selling approaches that have lost their effectiveness. Trying to break through this clutter brings many to seek help in developing a brand, often mistaking “branding” for the need of a new logo or brochure.
We can help you design a logo, flyer, or brochure all day long – but that’s not what a brand is.
A brand embodies your business identity – your core values, expertise, and the unique promise you offer to clients. It’s about building a relationship with your target audience, fostering trust, and nurturing loyalty.
Consider the case of Apple, the apple with the bite taken out of it represents the apple from the Garden of Eden. The bite of the forbidden fruit from the tree of knowledge is said to have led to Adam and Eve’s enlightenment, and computers are seen as a tool for enlightenment…
Steve Wozniak said: “Apple” was inspired by [Steve Jobs] visit to an apple farm. Jobs found the name “fun, spirited and not intimidating.” He remembers Jobs suggesting the name after a visit to an “apple orchard.”
Clearly, the name didn’t matter, but over time, Apple cultivated a brand identity centered on innovation, elegance, and accessibility, proving that a brand’s power lies in its ability to embody and communicate its values and visions – not the name and a logo.
A critical piece of advice: Choose your name wisely. A good name should be self-explanatory and easy to remember. If you find yourself having to explain your brand’s name, it’s a sign that it might not be as effective as you hoped.
In the private investigation industry, some investigators attempt to be clever with names, and end up with convoluted explanations that do more harm than good. Names that are overly witty or reference acronyms that could be misunderstood (such as FBI for Financial Background Investigations, or CIA for California Investigation Associates) often backfire, underlining the importance of a clear, easily understood brand name.
To build a strong brand, focus on two main aspects: Voice & Visuals.
Your brand voice should authentically represent who you are and speak directly to your audience’s needs and aspirations. It’s about crafting a narrative that resonates, using a tone that aligns with your audience’s expectations and values.
Developing a brand voice is crucial for any business as it defines how you communicate with your audience and differentiate yourself in the market. The brand voice is the first step at developing a “brand” but you have to remember that this is not going to happen overnight. It’s not really something that you create and immediately people begin to recognize you and your name.
Understand Your Audience: Research and understand who your target audience is, including their demographics, interests, and behaviors. Knowing your audience will help you tailor your brand voice to speak directly to them. I you work with insurance clients, talk to them in their language, and address their pain points. Drop everything else.
Define Your Brand’s Personality: Decide on the personality traits you want your brand to embody. This could range from professional and authoritative to friendly and casual. Use adjectives to describe your brand’s personality, which will help guide your voice.
Analyze Your Current Voice (if applicable): If your brand already has content out there, analyze it to see what kind of voice you’re currently using. Determine if this voice aligns with how you want to be perceived and adjust accordingly.
Look at companies like Abacus Research – “When your claims don’t add up, count on us.” | This worked, until the new generation of adjusters came into the market, and no one knew what an abacus was. (That’s a direct quote from Paul, the owner of Abacus.)
Create a Brand Voice Chart: Develop a chart that outlines your brand’s personality traits, do’s and don’ts, and examples of how to use your brand voice across different types of content. This chart serves as a reference for anyone creating content for your brand.
Apply Your Brand Voice Across All Channels: Consistently use your brand voice across all communication channels, including your website, social media, email marketing, and customer service interactions. Consistency helps reinforce your brand identity and builds trust with your audience.
Train Your Team: Ensure everyone on your team understands the brand voice and how to apply it. This might involve training sessions or workshops, along with regular reminders and updates.
Review and Revise Regularly: Your brand voice isn’t set in stone. As your business evolves, your audience may change, and you might find that adjustments to your brand voice are necessary. Regularly review your brand voice and make revisions as needed to ensure it remains effective and relevant. Google changed their voice from “Don’t be evil” to “Do the right thing.” Apple changed their slogans from “Think different” to “The power to be your best” to “There’s an app for that” to “Shot on iPhone” and back to “Think Different”.
Xerox went from “The Document Company” to “We’re moving beyond documents” – all of this was done to keep their voice relevant in today’s market.
Gather Feedback: Collect feedback from your audience and team members on how your brand voice is being received. Use this feedback to refine your approach and make improvements.
Developing a visual identity goes beyond just creating a logo or selecting a color scheme; it involves creating a comprehensive visual language that communicates your brand’s personality and message. Here’s how to develop a robust visual identity:
Understand Your Brand Essence: Before diving into visuals, clearly define your brand’s core values, personality, and the message you want to communicate. This understanding is crucial for creating visuals that accurately reflect your brand.
Research Your Audience and Competition: Understand who your target audience is and what appeals to them visually. Also, analyze your competitors to identify opportunities to differentiate your brand visually.
Develop Your Brand’s Color Palette: Colors evoke emotions and convey messages. Choose a color palette that reflects your brand’s personality and is appealing to your target audience. Consider the psychology of colors and how they can influence perception.
Choose Your Typography: Typography is another critical element of visual identity. Select typefaces that complement your brand’s character and are readable across various mediums. Consistency in typography reinforces brand recognition.
Create a Logo and Symbol: Your logo is often the first visual component people associate with your brand. Design a logo that is simple, memorable, and reflective of your brand’s essence. Consider how it will look on different platforms and in various sizes.
Develop Visual Style Guidelines: Create a comprehensive style guide that outlines how your visual elements should be used, including logo placement, color palette application, typography, imagery style, and other graphical elements. This ensures consistency across all brand communications.
Incorporate Imagery and Graphic Elements: Beyond logos and color schemes, decide on the style of imagery and graphic elements that complement your brand. This could include photographs, illustrations, patterns, and icons that support your brand’s narrative.
Apply Your Visual Identity Across All Touchpoints: Consistently use your visual identity elements across all touchpoints, including your website, social media, marketing materials, packaging, and physical spaces. Consistency is key to building brand recognition.
Train Your Team: Ensure that everyone involved in creating content for your brand understands the visual identity guidelines. Provide them with the resources and tools they need to apply these guidelines correctly.
Review and Evolve Your Visual Identity: Your visual identity should evolve as your brand grows. Regularly review your visual identity to ensure it remains effective and make adjustments as necessary to keep it fresh and relevant.
Gather Feedback: Collect feedback from your target audience and stakeholders on your visual identity’s effectiveness. Use this feedback to refine and improve your visual elements.
In essence, a strong brand for your PI business is not just about how you look or what you call yourself; it’s about how you communicate your unique value and connect with your audience on a deeper level.
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