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Branding Beyond Expectations: Finding Success in Your Agency’s Identity 



When my husband was transferred from a fast-growing, metropolitan area to his company’s corporate headquarters in a small town in Louisiana, he wasn’t exactly thrilled. He’d heard all the rumors—how the town was unbearably hot, had nothing to do, and was generally an undesirable place to live. Armed with this knowledge, he coined a phrase that would become a mantra among their employees: "Better living through lower expectations." Thankfully, nothing was quite as bad as he imagined (especially after he met me), and that small town wasn’t just a stop on his career path—it became the place where our journey began.  


Just as my husband faced a choice when adapting to life in a small Louisiana town, independent insurance agents face a critical decision when defining their agency’s identity: Should you personally brand your business with your name, or should you opt for something more conceptional – more regional or abstract?  


Branding your agency with your own name can be a powerful strategy, especially if you’re well-known in your community or industry. Your personal brand is inherently tied to your reputation, your expertise, and the trust you’ve built with clients over the years. This approach can be particularly effective in smaller communities where relationships and name recognition are key to business success. When clients see your name on the door, they know they’re dealing directly with the person they trust. It’s a personal touch that can set you apart in a crowded market. 


However, there’s another path that many agents consider: creating a brand that stands apart from your personal identity. This could mean choosing a name that reflects your region, or something entirely abstract that embodies the values or mission of your agency.  It allows your business to grow and evolve without being tied to one person, making it potentially more appealing to future buyers or partners. 


Choosing between a personal or conceptual brand depends on your goals, your market, and your vision for the future. If you’re planning to build a small, community-focused agency where your personal involvement is a key selling point, branding with your name might be the best fit. On the other hand, if you’re thinking about long-term growth, scalability, or eventually stepping back from the day-to-day operations, a more general or regional brand could offer greater flexibility. 


No matter which branding strategy you choose, how you use your brand in the community is crucial. Your brand should be more than just a name; it should be a presence that people recognize and trust. Here are some practical ways for promoting your brand effectively: 


Leverage Local Events: Sponsor or participate in local events like festivals, charity runs, or community fairs. Whether your agency is branded with your name or an abstract concept, being visible in the community helps establish your agency as a trusted local business. Make sure your branding is prominent on banners, booths, and promotional materials. 


Social Media Presence: Share stories, client testimonials, and community involvement to humanize your brand. For a personal brand, this could mean sharing your own insights and experiences. For a regional brand, highlight your agency’s local roots and commitment to the area. 


Networking and Partnerships: Join local business associations, the Chamber of Commerce, or networking groups.  Consider partnering with other businesses for cross-promotion, especially for charitable events. 


Community Sponsorships: Sponsor local sports teams, school events, or nonprofit organizations. Whether your agency’s name is on the back of a Little League jersey or a banner at a school event, these sponsorships build goodwill and brand recognition. Be sure to support the teams and schools who you are sponsoring, not just give the money. Your presence is key. 


Choosing between these branding strategies depends on your goals, your market, and your vision for the future. If you’re planning to build a community-focused agency where your personal involvement is a key selling point, branding with your name might be the best fit. On the other hand, if you’re thinking about eventually stepping back from the day-to-day operations, a more general or regional brand could offer greater flexibility. 

In Episode 229 of the IA Forward podcast, Shane and I explore these branding decisions in depth. They share insights on how your branding choices can shape your company culture, influence client perceptions, and ultimately define your agency’s path to success. Whether you decide to put your name on the door or create a brand that transcends your personal identity, it’s important to be intentional and strategic in your approach. Just like my husband found unexpected joy in a small town, you may find that your branding decision opens up new opportunities and leads your agency to greater heights than you ever imagined. 


In the latest episode of IA Forward, Shane Tatum and Tonya Lied explore these branding decisions in depth. They share insights on how your branding choices can shape your company culture, influence client perceptions, and ultimately define your agency’s path to success. Whether you decide to put your name on the door or create a brand that transcends your personal identity, it’s important to be intentional and strategic in your approach. Just like my husband found unexpected joy in a small Louisiana town, you may find that your branding decision creates new opportunities you never expected. 

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