Big I Looks To Brand Agents With Public

Honolulu

How can independent agents create a franchise brand identity forwhat is essentially a non-franchise business? That's the challengebeing tackled by the Independent Insurance Agents of America withthe launch of its new branding initiative, “Trusted Choice.”

It's ironic to see the Big I unveil its newest agent boosterproject here in the Land of Aloha. It was right here in Honoluluabout 20 years ago that the IIAA introduced Raymond Burr as itsnational spokesman. Mr. Burr was a classy and gracious gentlemanwith tremendous public appeal. The wide-ranging program of printand radio ads featuring the former “Perry Mason” star touting “themore than one company agent” was very effective in its time. ButMr. Burr is long gone, and the goodwill and recognition he helpedgenerate for independent agents is long forgotten.

Research by the Alexandria, Va.-based IIAA found that whenpresented with a list of buying factors, personal lines consumers“want what independent agents offer.” Eighty-eight percent saidthey seek customized policies; 85 percent look for a “personaladvocate” in a claim; 61 percent want a choice of insurancecompanies.

However, to its chagrin, the Big I also found that most personallines buyers still can't distinguish between an independent agentand a captive producer who works only for one carrier. They alsowere dismayed to find that despite offering none of the top-threeattributes sought by consumers, captive agents still receive farmore unsolicited calls from prospects, thanks to the millions ofdollars spent on advertising by the “Good Neighbors” at Allstateand the “Good Hands People” at State Farm, as well as other captivebranding programs.

To add insult to injury, the Big I's research found that its“Independent Insurance Agent” association logo, while “highlyrespected” in Washington, where the group is an acknowledgedlobbying powerhouse, has no such currency with personal linesbuyers. Indeed, those queried said that the Big I logo had a lot of“baggage” and negative connotations. Specifically, they said thatto them:

“Independent” means that such agencies are “small operationswithout access to large insurance companies.”

“Insurance” was considered “too restrictive in the new world offinancial services.”

“Agent” means that the producers are employees of an insurancecompany, not the buyer's representative.

Even the eagle on the Big I logo came up short, as consumerssaid it reminded them of the U.S. Postal Service logo.

The IIAA decided to keep its current association logo for usewithin the industry and during lobbying efforts, but to go in acompletely different direction and start from scratch with its newlogo, “Trusted Choice: We Serve You First.”

The “Trusted Choice” branding program was unveiled here at theannual Big I convention. The program will be piloted early nextyear in Louisville and Seattle, with the national rollout plannedfor third-quarter 2002.

To participate, agencies will have to pay a very modest sum($250 annually for those with fewer than 10 employees; $499 forthose with 10 or more) as well as make a three-year commitment topromote the brand.

But it is going to take a lot more money than agency licensingfees to make a dent in public perception. It's going to takemillions more, and insurance companies are going to be pushed topony up the difference. That could be a hard sell for the Big I,with carriers facing huge terrorist attack claims.

However, carriers would be wise to support the program, at leastby incorporating the “Trusted Choice” brand prominently in theirown ad programs. After all, if they don't promote their ownproducers, how do they expect the public to know who sells theirproducts?

In addition, the only way for any branding program to succeed isfor each agency to brand aggressively on their own. The “TrustedChoice” logo should appear on every participating agency'sstationary, brochure, Web site, business cards, holiday greetingcards, Yellow Pages listing and community advertising.

The Big I's program is ambitious. Participating agencies mustsign a “Pledge of Performance” designed to establish servicebenchmarks and present “Trusted Choice” as a sort of “GoodHousekeeping Seal of Approval” for insurance producers.

There will also be a Web site, TrustedChoice.com, which willhelp educate consumers about insurance and the value independentagents offer, along with an agency locator to direct prospects tothe participating firms nearest to them.

The Big I and its members have their work cut out for them. Thelogo is vague and generic, so it's going to take a lot of time,money, exposure and explanation to link “Trusted Choice” andindependent insurance agents in the public's brand-cluttered minds.There is also no familiar face like Raymond Burr's to provideinstant recognition and credibility.

Still, this is a necessary and worthwhile effort. As the Big Iacknowledged, “our competitors are branding [independent agents] asirrelevant, unnecessary, expensive and lazy, and they are spendingmillions to get that message out.” It's about time independentagents moved once more to brand themselves as the invaluableadvisers and indispensable advocates they are for consumers, ratherthan stand by while their competition dismisses them in thepublic's mind.

Sam Friedman is editor-in-chief of National Underwriter. Hecan be reached at [email protected].

Reproduced from National Underwriter Property &Casualty/Risk & Benefits Management Edition, November 12, 2001.Copyright 2001 by The National Underwriter Company in the serialpublication. All rights reserved.Copyright in this article as anindependent work may be held by the author.

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