What comes to mind when someone talks about McDonald’s branding? The golden arches, right? Think about Starbucks or Target. What do you see? Basically, their logos. And their logos signify their branding.
Technically, branding incorporates the three main components of corporate identity:
1. Design – the corporate “look,” expressed in logos, colors, uniforms, etc.
2. Communications — ads, public relations, brochures, websites, etc.
3. Corporate behavior — norms, values, ethics.
Design, as the most visible component of your branding, becomes shorthand for all these components — and more.
What does your branding say about your insurance agency? As the old expression goes, you only get one chance to make a first impression. Your logo forms the basis of your visual branding. Many agencies start out with a simple typeface logo or maybe some clip art as well. This is fine when you’re just getting started and want to focus on writing your first accounts. But shortly after that, it’s essential to spend some time and a relatively few dollars on adopting a logo that expresses the qualities you want to convey about your firm. This will pay off hugely in the long run.
On the other hand, if you’re still using a logo originally designed 20, 30 or more years ago, chances are it’s dated. As with many things, graphic design trends and standards change over time. If you haven’t kept up with those changes, what does that say about your firm?
If your logo is pleasing to look at, if it has a nice color scheme (usually no more than two or three colors), people will remember it and associate your firm with professionalism, security, reliability, concern for customers, value, friendliness and other qualities you wish to convey. Different logos do convey different values. Take a look at some of the logos at our website and you’ll see what I mean.
Next time: What kind of logo does your agency need?