DIG Insurance & Business Magazine Summer 2018 | Page 7

FEATURE STORY
“When you realize what we do every day, it
matters. For the best and the most challenging
moments, we’re there for our clients.”
incoming culture,” he relates.
Cindy Hall and Michele Hoffman (Commercial
Lines Manager).
and a transition of generations,” Deeley
Bren says.
Sandy Deeley, a founding partner of the
firm, participated in the brand assessment
by offering his insight, like others who
were interviewed. “Recognizing the
difficulty our agency personnel had
in trying to explain their identity was
enlightening,” he says. “It was a scattered
approach. It was such a difficult brand to
put out there because of the name.”
The name Deeley is one that the
leadership and agency can truly own
because of its connection to the past
and relevance today, and tomorrow.
Sandy Deeley remarks on how the name
Atlantic/Smith, Cropper & Deeley grew
so…cumbersome. “As we completed
mergers and acquisitions over the years,
we kept the names as a courtesy to the
Over the last several years, the other
names were no longer partners in the
agency. So, the only active party in the
name was Deeley. And, those answering
the phones at the firm simply referred to it
as “insurance offices,” because it was much
easier to communicate. “It wasn’t easy for
the public or our team to use the name
when they went to market,” Sandy Deeley
says.
Interestingly, Deeley Bren learned what
the name Deeley actually means during
the brand assessment process when
designRoom shared this: good business
ability; a builder who takes responsibility
well; a doer who’s down-to-earth; versatile
with the ability to learn easily.
This resonated with her and the team.
They were absolutely a Deeley firm.
After deciding on the name, designRoom
presented taglines to boil down our brand
promise. We decided on Be Sure.
With the new name and identity, Hall
says, “We have a stand-out brand and
position in the market that makes our
team feel confident and comfortable
about who they represent. Our energy is
directive and purposeful.”
A SHARED VISION
“With the rebranding, our team will have
clarity on how to present who we are and
our intention,” Hall says. “We have a clear,
concise single platform—one message.
This is who we are.”
Every interaction is positive. The firm
takes every effort to do well for clients
and partners. Deeley Insurance Group is
confident, direct, active. “Clients can feel
that in their experience and in the way
we deliver service,” Deeley Bren says of
insight shared in the brand surveys and
assessment.
The brand is grounded. And a unified
look, feel and voice gives team members
the tools to be direct and authentic to the
brand promise.
“Everyone is always searching for meaning
and value in what they do—they want to
do more than work a job,” Deeley Bren
says. “When you realize what we do every
day, it matters. For the best and the most
challenging moments, we’re there for our
clients. We’re there when you take the risk
to start a business, when you have a child
and your family grows, and when you
face loss.”
Rebranding supports the business strategy
and future growth. It’s a platform for
what’s next.
“It’s an exciting time for the people who
are carrying our firm forward,” VP of
Operations, Beth Bell, affirms. +
“We have a clear, concise
single platform—one
message. This is who we are.”
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