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Enhance Your Training Brand by Amy Hand

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BRAND PERSONALITIES

In addition to making promises, strong brands also reflect personality traits. These traits give consumers (who are, after all, human above all else) something to relate to on a human level.

Without focusing on a specific brand, think of some words that describe the public's perception of the insurance industry as a whole. Having done this exercise with several groups, common responses include “confusing,” “expensive,” “red tape,” “a hassle,” “costly,” and “a necessary evil.” The insurance industry, as a whole, tends to convey some negative traits to consumers as a whole.

Individual insurance companies, however, are working hard to overcome the stigma of the industry and convey a different kind of personality. GEICO has ...

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