Question

Topic: Taglines/Names

What Should I Name My Independent Insurance Agency

Posted by bliss171 on 7/6/2014 at 12:58 PM ET 250 Points
I would like to get some feedback from you experienced marketing experts. I am going to open my own independent insurance agency in the St. Louis, MO area in the next six months. For the life of me I cannot come up with "the" name for the office. I do not want to use my name, I know this for sure. I have been a captive agent for many years, and am quite tired of the restrictions levied with only having one carrier. I have put a lot into my career, and hold an MBA, as well as 4 major insurance designations. I have all of the experience and credentials to be considered a major player in my area. I mention all of that to give you some backstory to help in coming up with a name. I want something that is easy to remember, has a nice ring to it, yet is something that people can connect with. I want it to be a name that exudes trust, or confidence, or integrity, etc. I have thought of a few names such as Arrow Insurance, Crossroads Insurance, etc., but they are not really portraying the message that I want to get across. I want the name to sound professional, and not cheesy. If any of you have any ideas, I would love to have some ideas for a name that sets me apart from the competition. I will sell P&C, life, health, pretty much everything, and will represent 20+ A rated carriers. If you have a name and "jingle" or slogan that you could give me to consider, I would be very appreciative. All questions/feedback are appreciated! Thanks everyone!!!
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RESPONSES

  • Posted by SteveByrneMarketing on 7/6/2014 at 2:01 PM Accepted
    "trust, or confidence, or integrity, etc" are words describing the insurance agency segment itself. Any of your competitors can claim a segment-defining name, just as you can. You will be better served by creating criterion (a creative brief) describing your unique differentiation as viewed and believed by your customers. Usually, getting your core strategy/positioning right comes before name selection. Hope this helps.
  • Posted by mgoodman on 7/6/2014 at 6:05 PM Accepted
    SteveTheMarketer is right ... as usual. You need to get the Positioning locked in before you start on the name. And you need to give some thought to what makes your (new) office different from, and better than, other independent insurance offices in your marketing area. Focus on the BENEFIT that your clients should expect.

    Once you have that clear in your mind, then write the Creative Brief for the person who will develop the name. The tighter your Creative Brief, the faster you'll get a winning name. When the target is unclear or too broad, it's almost impossible to deliver great thinking.

    Creative Brief information: https://bit.ly/CrBrief
  • Posted by Mike Steffes on 7/7/2014 at 8:36 AM Accepted
    Can this fact help your positioning?
    "I have been a captive agent for many years, and am quite tired of the restrictions levied with only having one carrier."
  • Posted by bliss171 on 7/9/2014 at 12:40 AM Author
    I am working on a brief, but the guts of it is going to be many options with strong A rated companies (price), knowledge (I have put years into earning designations and learning ISO policies, etc), and excellent service. If I can pull a name from that, it will be money!
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