Insurance is a demanding business. Time away from the phones and desktops is productivity lost from processing quotes, new business, renewals and claims. So to pull my firm's entire staff from their jobs for half-day “brand workshops” took a leap of faith.
Several months later, I found that the investment of time was worthwhile, because investing in our brand is productive.
The word “brand” might conjure up images of sleek advertising. But for insurance firms it has a different meaning: It's the relationships that customers, prospects, business partners and employees have with the firm. Those relationships make up the brand and are the most important asset we have.
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