Agents To Expand Trusted Choice Branding

WASHINGTON–The independent agents marketing program, Trusted Choice, will launch an expansion of its branding effort with a new initiative called “Living The Brand,” it was announced at an industry 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 expanding the visibility of its service mark to product embossment.

He said its aim is also to find creative ways for independent agents to promote the Trusted Choice pledge of integrity and service to the public.

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

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

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

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

The program will also include Trusted Choice advertising that agents can personalize for television promotion and ideas to help promote the agency through free media spots.