FEATURE STORY
PREVIOUS NAME AND LOGO
NEW NAME, LOGO AND TAGLINE
Left to Right: Cindy Hall( VP of Sales), Chris Carroll( VP of Life & Health), Beth Bell( CFO & VP of Operations), Sandy Deeley( Chairman), Laura Deeley Bren( President) attending the internal brand reveal at the firm’ s annual meeting.
Principals of Deeley Insurance Group: Laura Deeley Bren & Sandy Deeley.
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Of course, there is often a dose of healthy skepticism that accompanies a significant strategic mission like rebranding. Chris Carroll, Vice President of Life & Health, says,“ I knew the time commitment that a project like this would take, but on the other side, I was intimately aware that we needed consistency in our brand. We needed consistency in our marketing material, in the messaging we put out to clients, prospects and the community.”
Carroll adds,“ Unfortunately, a book does get judged by its cover, and we needed to enhance what we submit to our carrier partners, clients and prospects, and deliver some additional value and confidence.”
After going through a thorough brand assessment, designRoom identified key words to guide creative work— the foundation of design and messaging for the new brand. The last step is putting the new brand into action in every touchpoint, from how we talk to clients about what we do to our online presence, advertising and the content we distribute to the market. That’ s where we stand today.
The new brand position for the firm is:
Real, forward-thinking in every interaction.
And, there is a tone of voice to carry communication:
ATTRIBUTE: Deep industry knowledge and experience
APPROACH: Actively serving clients with energy, focus and a helping spirit
TONE: Positive energy
“ Rebranding has made us more purposeful in our voice and in the way we communicate— there’ s a confidence,” Hall says.“ The whole process has been very grounding.”
A NEW NAME & TAGLINE Growing comfortable with the name was a coming of age. Initially, Deeley Bren hesitated, not wanting to distill the value of their team approach. However, the meaning of Deeley and its historical significance were important. And, with Deeley Bren as president, joining her father as a partner and symbolizing the future of the firm, this name was a critical turning point.
Keeping Deeley would give longtime clients assurance that the firm they know and trust as their partner was still committed to them— and it would communicate to new clients and prospects the energy, drive and expertise that Deeley Bren and her team possess. Simplifying the name to Deeley Insurance Group ties the firm to its legacy and its future, following the perpetuation.
With the urging of leadership and the brand team, they adopted the name Deeley Insurance Group.
“ Deeley Insurance Group shows stability
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