The Ontario Broker - August 2019 - 47

TIPS FOR
BROKERAGES
CONSIDERING A
REBRAND

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HOW DID YOU LAND ON THE NEW
LOGO?

It was quite the task refreshing our long-standing
logo. There was a lot of history there we needed
to be sensitive about. We didn't want to lose any
aspects of who we were. The process was about
making our logo a better reflection of who we are
today while maintaining the history of how we
got here. We often get asked why we didn't just
modernize our old logo. We explored that option
but found we wouldn't gain all the benefits of a full
rebrand by taking that route.
Our marketing vendor, Octopus Ink, presented
their proposal to our Executive team. This was
the most difficult step in the entire process. The
logo was a stretch from what we currently had, and
a leap in terms of modernizing our look. It was a
challenge getting everyone's buy-in, but we got
there. Eventually.
The new logo means something different to
everyone in the office-that's what we love
about it. One interpretation is the client and
insurer coming together-we're the tie that binds
them with the solution in the middle. Another
interpretation is the idea of speech bubbles as

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the coming together of what the client wants and
needs, and our understanding of those needs.
The magenta is a slight variation of the maroon-
this was a way of tying back to the old logo-and
the purple within the logo was symbolic in its
meaning of rebirth and renewal.
WHERE ARE YOU IN THE PROCESS
TODAY?

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We've launched our new branding internally and
externally with an official public launch featuring
automated email blasts to clients and insurers and
an announcement on social media. We're currently
rolling out collateral assets, developing a marketing
strategy and working on phase 2 of our website.
ANY IMPORTANT LESSONS TO SHARE?

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Don't lose your roots-we're a family-owned
brokerage so our team is literally what we stand
for and our rebrand needed to highlight that
While one person should manage the project,
leverage a second person to review larger
aspects of the rebrand
A rebrand isn't a new identity, it's an
evolution-it's important to know the
difference between the two

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Choose a marketing
agency that embodies
your same core values
Keep staff informed to
assist in overall buy-in
Ask people outside
the industry for their
opinion-that's where
your most honest,
transparent feedback
will come from
Make sure your
team understands
the decisions being
made-they're the ones
who will be living and
breathing your new
brand
When disagreements
occur, gather the team
to work it out together
Pull the trigger and
develop as you go-it's
a never-ending project
with continuous
change, editing and
enhancement-
sometimes you just
need to make a decision
and move on
Advise your network
that you're rebranding,
and not under
new management
(important to stress
you're the same
dedicated team)
Host an internal launch
party to get everyone as
excited about the new
brand as you are

AUGUST 2019
http://WWW.IBAO.ORG
The Ontario Broker - August 2019

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