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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