Sometimes people get hung up on the words marketing and branding, pidgeonholing them to your logo, website, business cards, letterheads and brochures. Sometimes we forget one of the most important parts of the brand for a retail operation – your office.
If you focus on personal lines and/or small business, you’re conducting a lot of business in your office. With all of that traffic, the image of your office becomes a major influencer in people’s perception of your brand.
Here are some things to consider:
How does your office building look from the street? Does your building need painted? Is your landscaping up to snuff? Are there more weeds than grass in your curb lawn and has it seen a mower anytime in the distant past? Is your sign faded, bent, burnt out, using a logo from 10 years ago? Are your steps crooked, railing loose and door squeaky?
When a potential client comes in your door, what’s the first thing they see? Hopefully, the receptionist’s desk isn’t piled high with papers, folders and company giveaways.
Do you have modern artwork on the walls, or the same art that’s been adorning your walls since the early 80’s? Do you have internal signage promoting your products? (those tired old company plaques on the wall don’t count…)
It’s easy to create a sparkling clean image online, but if you’re running a retail agency, at some point your target audience is going to see your physical brand. The prettiest website in the world isn’t going to overcome the stark reality of a messy office in disrepair.
Maybe it’s time to have an “office cleaning” day. Shut down. Order some pizzas. Bring the staff and some of your contractor clients in to help make sure your office reflects your brand identity. You’d be amazed at the difference it makes, not only to your customers or prospective clients, but also to your staff.
AgencyEvolved is an outsourced marketing firm, dedicated to insurance agents and brokers. Founded by two insurance industry veterans, our mission is to help insurance agencies evolve by creating long-term growth and value through strategic marketing.
Smart Marketing. Done Right. By People Who Know Insurance.