No matter the size, mission, strength or success of your
strategies are necessary components to building trust, establishing
relationships and strengthening awareness.
But like everything else, branding practices are constantly
evolving, and it’s important to stay ahead of the curve and understand what
your future branding strategies should entail.
To help, here are three best-practice branding trends that need to be on your radar:
human: Technology is wonderful for increasing brand recognition,
and you should embrace it. But don’t forego human interaction.
At a time when
trust is precariously fragile, it’s vital for businesses to establish human
bonds. Strive to engage with your clients beyond social media platforms and
problem-solvers, aim for empathy, be an expert in your field, share knowledge
and insights and recognize that emotional, face-to-face communication tips the
trust scale in your favor.
Be authentic and transparent: When your business opens its curtain and
provides public visibility, it shows that you’re authentic and transparent.
And clients and customers
rank transparency above just about everything else. In fact, a Sprout Social
Report released in 2018 showed that 86 percentof Americans believe
transparency from businesses is more important than ever before.
Additionally, 73 percentof consumers are
willing to pay more for products that guarantee total transparency. The numbers
Businesses need to account for the public’s increasing
demands for transparency and develop practices and processes that convey honesty
is the key to content: A
compelling narrative that connects with your target audience is key to telling
your story, and a story without soul falls down the rabbit hole.
When creating branding content,
it’s all too easy to focus solely on promoting a product or service, but
falling into that formula potentially robs businesses of cultivating
relationships and providing meaningful value.
When you tell the story of your brand, aim to be
enthusiastic, inspiring and passionate—and don’t be afraid to show some
emotion. It’s good for the soul, and it speaks to your human side.
Cyber insurance is now critical to help protect your business.
Cyber attacks are becoming
more frequent, clever and complex. Cyber insurance is now critical
to help protect your business from major expenses, business loss, and
regulatory fines and penalties.
General liability umbrella policies typically do not cover
cyber events (Target’s insurance policy only covered
36 percent of its $252 million data breach costs).
This insurance comes in many different variations and
costs, so it is important to know what product works best for you, considering
and balancing coverage and cost.
Four key elements comprise essential coverage to protect
against data breach and loss of customer data:
What is most important is that both cyber-crimes and
liability are included in your coverage.
The policy may be a standalone, or a rider on to your
existing policy. Always buy the most
compressive coverage available that you can afford.
Here is why that is so important:
Broad coverage includes both first and third-party
coverage. First party only covers your business, while third party will cover
the claims against you from customers or clients as well as related damages and
The below comparisons show why you need both cyber-crimes and cyber liability coverage:
Loss of funds (escrow and operational,
personal) due to social engineering and electronic fraud or theft
Fraudulent electronic transfer or
divergence of funds
Employee electronic theft
Cyber extortion (ransomware)
Data breach expenses including legal
costs, fines or penalties
Loss of assets and loss of business
Recovery of systems and forensics;
Economic damages through network
security failure or failure of privacy controls
Consult with your insurance carrier for specific coverage
offerings and cost and weigh the decision that is right for your business and
broadest form of coverage will best protect you and your business so while it
may be more expensive, your business will be better protected against the risks
we face in today’s business environment.
We’ve found three tools that make it easier to manage your social media platforms.
A strong social media presence is one way to increase the visibility of your business, expand your reach and generate new leads:
Buffer: Buffer is a relatively simple web application that allows users
to schedule social media posts across a variety of social network platforms.
Dually mobile and desktop friendly, the app optimizes posts for peak engagement
times (it also allows for customization) and best of all, its users receive salient
feedback, via analytics, to view social media post performance, improve results
and create data-driven reports for clients and managers.
Canva: That old cliché that a picture is
worth a thousand words rings true with Canva, an intuitive, easy-to-master
graphic-design creator that businesses can use to increase website traffic and
social media engagement. It uses a drag-and-drop format and provides
access to over a million photographs, graphics and fonts. You don’t need a
background in design to use the tool, and with more than 50,000 templates to
choose from, it’s easy to design just about anything,including those all-important info graphics.
and buzz are key when it comes to social media, and with Woobox, an
increasingly popular marketing platform, businesses can create contests,
giveaways, polls, quizzes, brackets, photo contests and more, all of which
encourage your audience to engage. Bonus: It allows businesses to seamlessly
integrate several social media platforms while running campaigns, plus it collects
and exports useful data that stems from those campaigns, an advantageous perk
that all but guarantees robust leads.
According to a recent study published by the National Association of Realtors (NAR), expensive home prices, coupled with high demand, are driving today’s youngest homebuyers to smaller cities.
long as supply keeps up to meet demand, and prevents costs from rising too high
and too rapidly, these identified metro areas are likely to see an uptick in
purchases from millennial homebuyers,” says Lawrence Yun, chief economist
of the NAR. A robust job market and affordability are
two of the main factors that impact home-buying decisions by millennials, notes
Federal and state regulations don’t make it easy for title insurance companies to market and grow their business, but there are strategies to maximize their marketing efforts.
Federal and state regulations don’t make it particularly
easy for title insurance companies to market and grow their business, but
despite the regulatory RESPA obstacles, there are strategies that title
insurance companies can implement to maximize their marketing efforts.
Leverage Your Online Presence
Leveraging your online presence is paramount. By using the
right technology and social media platforms to create insightful, compelling
and informative content, you can generate – and keep – a captive audience.
The keytakeaway is to provide value to your readership, which in turn establishes trust. And trust is key to growing your business.
Additionally, regularly updating your website with a clear
mission, current marketplace trends, blog posts, analysis and data backed by
research shows that you’re an expert in your field.
Authoritative blog posts and engaging social media posts generate
the strongest leads, so it’s crucial to maintain a regimented and consistent
If you slack, you risk losing the audience – and potential
clients – that you’ve worked so hard to connect with and cultivate.
Remember that homebuyers and sellers are a core element of
your target customers, and they’re more educated than ever before about title
Savvy consumers compare title insurance companies, and if
you don’t have a go-to resource stocked with information, services and
products, you’ll miss your opportunity to connect with these people.
Good, Ol’ Fashioned Networking
As well, network at every opportunity, and taut your
services with lenders, real estate professionals and others in your field.
While social media and an informative website are critical,
word-of-mouth recommendations continue to generate leads.
Collecting e-mail addresses legally is also an effective way to market your services to the right demographics.
Deliver a Useful E-Newsletter
An educational enewsletter providing insight about relevant
topics – including escrow, property searches and title insurance protection – is
another proven way to reach your target audience and build a solid customer
Use graphics and photos to illustrate trends and salient
points, and present simplified information that home buyers can easily digest.
are just a few ways to effectively market your title insurance company. Amanda
Farrell, who writes for PropLogix, offers several more ideas to jumpstart
your marketing efforts.
It can be helpful to have a baseline understanding of what intellectual property is; and how it can benefit you and your agency.
Intellectual property comes in many forms. Your company logo
is intellectual property. So is the name of your agency, any tag lines you’ve
developed and consistently use to identify your company, your color schemes, if
you have any – and content you’ve originated, like your website’s copy.
The good news about intellectual property is that it clearly
identifies and separates you from your competitors. What can be a challenge,
however, is challenges to your right to use your agency’s name or logo – if
another entity takes issue with the use and raises the question of your right
to its use.
IP lawyers know the ins-and-outs of intellectual property,
but it can be helpful to have a baseline understanding of (a) what intellectual
property is; and (b) how it can benefit you and your agency.
The World Intellectual Property Organization
(WIPO) is a helpful
website dedicated to intellectual property issues.
Who hasn’t stopped, looked up addresses (including one’s
own) – to determine what a property is worth, how it compares to similar
properties and whether or not professionals involved in appraisals really know
what they’re doing?
As Zillow and similar sights today embrace the added option of selling a
property and eliminating real estate brokers’ commissions, the conversation about accuracy is a fast and furious trending topic.
This blog contains general information only, not intended to be relied upon as, nor a substitute for, specific professional advice. We accept no responsibility for loss occasioned to any purpose acting on or refraining from action as a result of any material on this blog.
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The Independent Underwriter for the Independent Agent®