Underground Brand Building

You stick out like a sore thumb – words of encouragement when it comes to brand building. Don’t be a copy of a copy – give your organization the edge it needs to come up guerilla style. If you want your insurance and financial marketing services to break on through to the other side you need to step fearlessly into the unknown, leave your conveniences behind, and hit the road.

  1. Be a unique snowflake

You don’t need to arouse chaos to get noticed these days, but you do need to stir the pot a little.

I’m not saying go Project Mayhem on your marketing resources, but there is an allure to a brand that isn’t afraid to shake up the established social order.

Think about it, the advertisements you remember best are the ones that were the most absurd. Intensity never fails to increase memory recall and chance of future repetition to others.

No one was ever remembered because they were just like everyone else – make your life insurance agency the exception to the rule. Draw out the unorthodox spirit inside you if you want to make your brand stick.

It also helps to be funny, absurdly funny – tell them that joke you know.

  1. Print shiny and chrome

Print isn’t dead, it’s just dormant. With less print media in circulation, spilling ink to build your brand will help set you apart from the crowd.

Hard mail isn’t just a novelty, it still has some advantages over its digital cousins. Online, consumers can delete advertisements just as quick as producers can generate them – print has a much longer shelf life… plus there is no fear of viruses.

Just make it interesting or it’s going under File 13. Don’t be afraid to get playful with colors, textures, and even scents – tantalize the senses. And keep it classy – no glitter, this isn’t a ticket to a pop princess concert.

  1. Brand building – next exit

Electronics may reign supreme on the information superhighway but they’re holstered on the hard asphalt.

According to an Arbitron National In-Car Study people spend over eighteen hours a week in their cars. Give them something to stare at besides the back of a bumper and imagining they have gun turrets for headlights.

Billboards are still an effective marketing resource. In the same Arbitron study, they discovered 58% of people who passed a billboard recalled an event they would attend, 56% repeated a funny quip, and 28% jotted down the web address.

You only have a few seconds before your commuting consumer speeds by so keep it short and sweet like a sugar gnome. Think Banksy style – simple yet witty and edgy. No lengthy instructions for how to make pink soap.

Let’s wrap it up…

The majority of marketing is done digitally because it better suits the bottom line. But let’s face it, sometimes the cheap route is the one you end up paying the most for.

Modern technology is vital in the world of insurance and financial marketing services but at times it can come off as a little cold – so let’s start a fire and let it burn.

Don’t be afraid to rock the boat – sometimes that means giving your consumer a princess cut when they least expect it but are delighted to find it.

Lisa Navarro is a freelance writer and administrative professional currently residing in Southern California. She has over 10 years of experience within the marketing and health insurance fields. When she’s not intimidating strangers with her writing, she’s most likely out and about stirring up trouble.