Insurance Agents: Learn to Brand Your Name

As an insurance agent, it can be easy to stand behind your company’s name. Sometimes you might use facts about your company during an initial meeting with an insurance prospect or at a seminar focused on the “needs of an annuity” during retirement. Yet, if you work for a recognized insurance company, there is a good chance that the insurance prospect already knows about your company’s reputation. However, they may not be familiar with “your” insurance and financial expertise in the community. Therefore, it is important to build your name “as a brand.”

In order to succeed as a day-to-day insurance agent or one that operates online, people need to know who you are and the services that you offer. Where do you go after work? Where do you get your dry cleaning done? These are questions that should be running through your mind, and if individuals at these establishments do not have a pile of your business cards or at least, know what you do for a living, you could be losing out on many qualified, insurance prospects. In addition, are you a member of a Church or belong to any social organizations? Even if you never attempt to make a sale at your Church or the social organizations that you belong to, these people can serve as “mouthpieces” for your insurance business. Remember that you need more people to know about your insurance practice, in order to further penetrate the market for insurance sales in your area.

Never hide your name from the world. As an insurance agent, your face and name should be as recognized as the mayor of your city or town. Instead of giving your clients or prospects a mug or t-shirt that shows only your insurance company’s name, get some company approved items with your name printed on them. You need to turn your clients and prospects into “marketing machines” for you. If you provide good service, in most cases, they won’t mind wearing your t-shirt while jogging or using your mug at work.

Also, within your budget, you must market your services in various advertising outlets so that the general public can recall your name and face. Some insurance agents advertise in local newspapers or buy ads in the programs of area sports league teams, such as the local Catholic High School or professional football team. Others prefer to purchase ad spots on local radio stations, in order to get insurance prospects to come to the front door. Still, some insurance agents venture into television. An effective television ad can give people the confidence that your insurance business is thriving; otherwise, you would not be spending money to be on television.

People are always impressed by good public speakers. By holding seminars on various insurance topics, you can expose your insurance business to corporate businesses, Churches, civic groups and political figures. Even if you do not feel comfortable, when speaking in front of a large audience, there are classes in your community, including Toastmasters that can help you overcome that fear. I actually overcame my fear by talking at local high schools about my college experience. Therefore, it would not hurt to ask a local school if you can teach an insurance or finance related class. You can teach the students some good life lessons and ease your fear of public speaking or practice what you might say at a seminar. Remember that your goal should be to educate, promote your company and build your own name as “name brand” value in the community, as an insurance agent.

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