The Connection Magazine AIM MUTUAL Spring 2019 | Page 6

BRAND REFRESH
BUILDING A BRAND
TURNS OUT, we were branding from
day one.
Formed 30 years ago to meet a critical
employer need, A.I.M. Mutual kept
service as its focal point. Over time, that
reputation grew, both in broker circles
and among employers in like-minded
industries.
With a milestone anniversary on the
horizon, senior leadership considered the
value of a brand refresh and determined
the time was right. They enlisted the
help of Massachusetts-based JustJump
Marketing, who is helping to crystallize
company marketing goals and strategy.
Should you refresh your brand? If so,
when? Before deciding, it’s important to
look back as well as forward. same time, our reputation in the market is
hard-earned and solid, and we want to hold
fast to that.”
That’s the first bit of advice Michael
Standing, President and CEO of A.I.M.
Mutual, shares when asked. Consider your
corporate objectives—short and longer
term—and contrast them with where you
were 10 or even five years ago. Branding needs to be part of an
overall marketing strategy, according
to Abi Troy, Director of IT and Insurance
Operations, and Dan Landers, Director of
Field Operations, who spearheaded the
project. Knowing your exact audience and
messaging may seem simple, but it needs
real definition.
“That’s how we got started with this
process,” he says. “Our business is far more
competitive and demanding today, and
we’ve done some expanding throughout
the region. As we enhance our technology
and service capabilities, we want to be
sure to get the message out there. At the
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“It takes time, introspection, and
reliance on the knowledge base in your
organization,” Abi says. “How do you
market to a diverse audience—brokers
who may be new to workers’ comp, for