Relation Insurance targets a number of verticals, including education, transportation and agriculture. What’s in a name? A lot if you want to create a strong brand connection. Relation Insurance found this through a year-long renaming initiative that helped it engage customers in a variety of B2B verticals. Relation is an insurance brokerage that offers solutions for individuals and mid-size companies in industries such as agriculture, education, transportation and nonprofit. Founded in 2007, it has 485 employees and over 30 offices in nine states. Initially, the company was more of a holding company, formed through the acquisition of different firms. Five years ago, new corporate leadership wanted to brand the company—then known as Ascension Insurance—as a more cohesive organization. “We needed a name that represented a break from the past and showed the direction the company was going in,” says Natalie Zensius , senior vice president, marketing communications at Relation Insurance. The search for a new name began in earnest in January 2017. It isn’t an easy process, says Zensius, particularly as time goes on and the number of new, viable names continues to dwindle. The name needed to not only be available in the financial space, but be protectable from a legal standpoint and truly convey the company’s value proposition. “We kept coming back to the idea of being partners with our clients, and being in their world,” she says. “[Relation] was at the core of what we are about.” Once a name was chosen, Zensius notes that it was critical to get internal decision makers on board. A naming committee was created to facilitate the rollout process, comprised of folks from all facets of the business, including everyone from senior leaders to entry level employees in marketing, IT, legal and HR. Two naming agencies were also in the mix, as were several graphic designers, web developers, copy writers and a PR agency. (Zensius herself started working with Relation early in the renaming planning as a consultant, and joined the company full-time three months into the process.) You May Also Enjoy: Hiscox Debuts Barcode Campaign to Target Small Businesses Direct Mail Helps EyeMed Get Seen By Prospects Aflac Highlights What it “Isn’t” to Showcase What It “Is” A planning task force for the rebrand oversaw two phases of the rollout, a soft announcement and a hard launch. “We wanted to be super transparent and keep everyone in the loop, and we also needed to build![]()
↧