Enhance Your Training Brand

BRAND PERSONALITIES

In addition to making promises, strong brands also reflect personality traits. These traits give consumers (who are, after all, human above all else) something to relate to on a human level.

Without focusing on a specific brand, think of some words that describe the public's perception of the insurance industry as a whole. Having done this exercise with several groups, common responses include “confusing,” “expensive,” “red tape,” “a hassle,” “costly,” and “a necessary evil.” The insurance industry, as a whole, tends to convey some negative traits to consumers as a whole.

Individual insurance companies, however, are working hard to overcome the stigma of the industry and convey a different kind of personality. GEICO has ...