WASHINGTON–The independent agents marketing program, TrustedChoice, will launch an expansion of its branding effort with a newinitiative called “Living The Brand,” it was announced at anindustry meeting here.

Robert Rusbuldt, chief executive officer of the Alexandria,Va.-based Independent Insurance Agents & Brokers of America,said the branding program developed by the association is expandingthe visibility of its service mark to product embossment.

He said its aim is also to find creative ways for independentagents to promote the Trusted Choice pledge of integrity andservice to the public.

Mr. Rusbuldt made the announcement during the IIABA'sLegislative Conference and Convention.

The branding campaign, he said, would now work “from the bottomup,” making available to participating agents items ranging frompens to stationary to office materials and signage that wouldextensively promote the Trusted Choice brand to consumers.

The idea, Mr. Rusbuldt said, is for consumers to have the sameexperience with a Trusted Choice agent throughout the country. Hecompared it to Starbucks where the customer experience is assuredof being similar no matter what store they walk into.

“The more agencies that live the brand, the bigger the brandbecomes,” Mr. Rusbuldt said.

The program will also include Trusted Choice advertising thatagents can personalize for television promotion and ideas to helppromote the agency through free media spots.