This morning, my good friend Chris Greene reached out to me and asked for my thoughts on an upcoming branding campaign he’s working on. Chris, I got to tell you, something man, your message couldn’t have come at a better time. I was already writing my video on branding this morning. Just stay tuned, we’re going to talk about branding and the evolution of that process today.
There are so many considerations that we have to have when it comes to branding that, man, you can get lost in a hurry. I just wanted to let you know, as much as I love it, I hate it at the same time. As I mentioned in the intro, my good friend Chris Greene reached out to me this morning, and he’s looking for a new brand. A new brand for his property and casualty portion of his agency that typically has just been flood insurance. I told Chris, “Let me think it through a little bit,” because I love branding. I also hate it. But at the end of the day, I’ve got a pretty proven process that I have used that has helped me develop the brands that I represent.
The first one is, I come up with my mission statement. I want to make sure that I know what the mission statement is that I am going to use, and everything else will go into play around that. If you have a solid mission statement, it’s not going to be a paragraph long. It’s going to be two, three, maybe four sentences that tell people what your firm does, what you’re about, and your beliefs.
The second thing I do is I take a shortened version of the mission statement and create a tagline. That tagline is a quick way for people to want to learn more about what it is that you do. From there, I create the name of the entity that I’m going to represent. Whether it be the Power Producers Podcast, Killing Commercial Insurance Sales Training, Florida Risk Partners, Florida Childcare Insurance, any of those things, my branding is pretty consistent across the board.
Once I have the name of the entity, the very last thing that I do is I create the logo. Now listen, if you think the other stuff is hard, holy cow, the visual piece might be the worst. If you’re reading this as a blog post, I’ve included a picture of precisely what the iterations of the Power Producers logo looked like when I was working through it. And as you can see, the result, as much as I love it, differs significantly from where it started. There are a lot of times where you have to be very concise in your communications if you’re using third parties, but you need to make sure you set your standards and that they understand what it is you’re trying to achieve.
Listen, if you can do those things as you’re working through your brand, and you start at the end with the mission statement, and you work backward up to the logo, you’re going to kill it in commercial insurance. And everybody’s going to know who you are because your brand is going to be robust and recognizable.
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