One of the biggest questions every agency needs to answer in 2020 is, “Who is our target demographic?”. You need to follow that up with figuring out how you can serve them better than anyone else and then communicating that to them. In my travels, I hear all too often, “We are a small town, Main Street agency (but we don’t want to write non-standard).” One challenge you will have is that trying to serve everyone is very difficult, but more importantly, your messaging around that is often generic and very blurry. 2020 is the time to get clear and serious about who your agency is trying to serve and how to communicate your value.
At Agency Appeal we talk to agencies all the time. When we ask them why people should buy from their agencies, the top reasons they give are:
- Knowledge
- Education
- Local
- Choice
- Friendly
All of those are very nice words to use and are generally true, but they don’t grab the consumer. For example, saying we are “knowledgeable” — that is wonderful, but I kind of assume that as a consumer. We have to do a better job of clearly identifying who we want to serve and matching our service to them. Another common one we hear is that agencies like good payers with low accidents who really value their insurance. I can tell you, if I were in a different industry, most likely I would not value my insurance — not unless my agent gave me something to value. A brand guide will help you solve these messaging issues, so let’s break down why your agency needs a brand guide in 2020.
Development of Your Target Clients
We know we can’t be everything to everyone, right? Many agencies get tripped up on selecting target clients because it feels like they are excluding people. Quite the contrary! By identifying 3-5 target clients in each department, you are working to attract those types of clients, those you serve best. This type of targeting allows you to maximize your budget because you can hone in rather than spray and pray. Aligning your marketing toward a certain demographic doesn’t mean that you will alienate others. It means that your message to the right clients is closer and louder. When you speak to their needs and pain points, you start attracting the right clients. As part of the branding process, we help you identify these markets and create personas that clearly display their pain points and how to speak to these in your marketing.
It’s 2020 — It’s Time to Match Your Agency’s Appearance to the Decade
It’s not only a new year, but a new decade. Modern brands are adjusting their branding every 5 years, so if yours is from the last owner’s generation, it’s time to spice things up. The stock image of the lady with car keys and the multicultural team around the boardroom table are passé. It’s critical that we move away from insurance blue and on to some colors that attract attention. This doesn’t mean you have to go crazy; it means we have the opportunity to be creative. In the brand guide, you will get a whole new set of images, fonts, colors and patterns to help your brand pop to your target market.
If You Can’t Tell Your Story, Your Staff Can’t Either
I often ask agency owners to tell me: if I moved to your area with my 16 insurance policies, why should I buy from you? Many give me blank stares. They aren’t really sure why, aside from that they do a good job. The most powerful brands today have a story that people can buy into and root for. Your story needs to be about the past as well as where you are going. It should be about what you stand for and your clearly communicated philosophy of how you do business.
Once you have this, you have to instill it into your staff. There should be consistent training on it and, in reviews, everyone should be held accountable to delivering that message. Your team are your brand ambassadors, and if you have 10+ people saying the same thing, you become very powerful against your competition.
Conclusion: #brandfirst
In your agency, you can worry about click funnels, landing pages, and video content, but first, let’s get your branding down so you have a consistent and cool message to get out to the people who you serve best. Agency Appeal can help you take that first step with a customized brand guide – book an appointment to get started!
