Plan Insurance Brokers is a well established insurance broker based in South London. A general insurance broker, they found themselves with increasing focus, knowledge and expertise in the Commercial Motor Insurance sector. Wishing to reflect this in their brand, Plan Insurance approached Quotall Marketing with a brief to develop their brand proposition through a refresh. The resulting insurance consultancy project was broken down into a number of distinct components:
- Define and assess: Quotall oversaw a full brand audit and review. This included data gathering (interviews, email and workshops with key stakeholder groups, from directors of the business through to individual customers), identify market share, competitor analysis, CRM review.
- Strategic brand planning: Develop a holistic brand strategy, brand architecture, messaging development, mission statement, vision and values, identify paths to key stakeholders both internal and external.
- Develop new brand assets: Management of the creative process with internal and external agencies in order to establish the new brand across all media.
Business planning that re-shaped the Plan brand
‘Keeping your business motoring’ was devised as the strap line, reflecting the increased emphasis on motor and road – reliant business clients. The brand proposition was significantly simplified through the managed reduction in the use of sub-brands.
Most importantly, website visitors have engaged with the brand more strongly than ever before.