Overview.
Liberty Mutual’s regional agencies want to maintain their strong local identity and leverage the Liberty brand
Liberty Mutual Agency Markets comprises eight Liberty-owned regional insurance agencies and one recently acquired national company that sell Liberty products and services through independent agents. While these agencies offer mostly the same products and services in their regions, each agency has its own identity and local brand equity, and its own collateral materials to support the sales process.
Potential.
Help Liberty’s regional agencies accelerate growth by leveraging the Liberty brand
The Liberty Mutual brand name is widely known and highly respected. While each of the regional agencies wanted to maintain their unique identity, they also wanted to gain all of the benefits of association with the Liberty brand. Finding the right balance between local agency and Liberty identity, and developing an evolutionary branding strategy and successful marketing plan, was considered critical to optimize Agency Markets growth. The questions were: which elements of the rich Liberty image should be grafted to the existing regional agency brand image, and how should it be done?
Realized.
Successful Branding Hierarchy program
The branding hierarchy program and the sales and marketing tools developed by Trinity successfully leveraged the positive image attributes of both the regional agencies and Liberty, and are believed to be a significant factor in the continuing growth of Agency Markets.
Work.
Market Intelligence; Marketing Strategy & Planning; Communications
To identify the perceived strengths and weaknesses of the regional agency and Liberty brand images, quantitative research was conducted online among 500 regional agency executives and thought leaders and more than 2,500 independent agents. The research revealed that the most significant benefit of adding the Liberty name was the perception of incremental financial strength – a critical and competitively differentiating brand attribute. Trinity’s branding hierarchy plan which was launched with a graphic identity program that maintained regional company brand identity, but also began to build awareness of the Liberty connection. The graphic identity was translated into sales and marketing tools and collateral.