There are three main principles of marketing: price, consistency, and separating from the pack, Jessica Du Bois said at the BenefitsPro Expo virtual session. (Photo: Shutterstock)

In a presentation at BenefitsPRO's Virtual Broker Expo on Wednesday (Aug. 19), Jessica Du Bois, an employee benefits consultant at Business Benefits Group (BBG), and Jeff Grocky, marketing director at LISI, offered ways for insurance agencies to align their brand and marketing strategy to match the needs of today's market.

The presentation began with a quote by Seth Godin on branding, offering a unique take on the meaning of the word: "Brand: The set of expectations, memories, stories and relationships that together account for the reason a consumer will choose one product over the other."

When it comes to attracting new clients and successful marketing, Du Bois and Grocky said there are two critical areas where agents and brokers struggle the most: Brand identity and creating a marketing strategy.

To get clients in the door, brokers or agencies must create a story of themselves or organizations that aligns with the characteristics that differentiate them in the market.

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Danielle Ling

Danielle Ling is an experienced video journalist and business reporter. As associate editor, Danielle manages all multimedia and reports on industry news and risk-related coverage, managing all weather-related content. A University of Maryland and Philip Merrill College of Journalism alum, Danielle previously served as a video journalist for Verizon FiOS 1 News NJ, Push Pause. Connect with Danielle on LinkedIn or email her at [email protected].