What is your brand voice saying to your audience?
Does it make you stand out in the crowd or are you simply playing a game of Follow the Leader?
Standing out is critical: Communicating your unique expertise to life insurance prospects labels you as an authority that can be trusted.
You may even be wondering what your “brand voice” is, so let’s start there.
Your brand voice is the way you express what your business is and what you’re all about through words. It’s your website, your blog and your professional Facebook, LinkedIn and other social media pages – and more.
It’s the way you represent who you are as a life insurance business.
But, before you can give your brand a voice, you have to actually create the brand.
Here’s how you can narrow your focus and craft a brand that is an authentic representation of you and your life insurance business.
What Makes You Different?
Identify what your strengths and passions are. Use them to create the professional persona that you’re putting out there for the world to see. Develop a core message that adequately presents your unique view on what you do.
For example, as a life insurance producer, you can differentiate yourself by emphasizing the personal touch that you give to each client. Your core message should be a representation of the way you strive to meet each person where they’re at and help them find solutions to their pressing problems.
The Role of Your Website
Your website is an integral part of your brand voice. Remember – it’s the way you represent your brand through words.
Don’t underestimate the power of a well-designed website. You’re a professional and your website should reflect that. Each part of your website should be a reflection of your core message.
Publishing articles on your blog consistently will give you a way to build authority and expertise – and clearly give a voice to your brand.
There’s no hard-and-fast rule about how frequently to publish on the blog. But it should be often enough to give your clients and potential customers a resource that they can return to when they have questions about a variety of topics.
Social Media
The world communicates through social media. It’s important that your brand has a voice in this arena, too. It’s a good idea to have a personal account as well as an agency account, if applicable. You’ll widen your net of influence.
Here are a few of the specific outlets in which you should be creating a strong social media presence in order to be competitive in today’s marketplace:
You probably already have a personal Facebook account, but do you have one for your life insurance business? Just like your website, your Facebook pages should be visually top-notch. It’s always a good idea to hire a graphic designer to help out to ensure your brand is reflected properly.
Your LinkedIn profile should also be up-to-date and 100% complete. All of your social media accounts should have a professional photo, as well. While Facebook tends to be a more casual, social outlet, LinkedIn is all about the business connections. Take it seriously.
YouTube
Consider video, too. Creating a YouTube channel will give your brand a definitive voice in a medium consumers really enjoy. Don’t worry about investing in professional video at this point. Choose some topics you know your audience is interested in, grab your iPhone, make sure the lighting is good, and start shooting!
Brand Voice Is Fluid
Your audience will change and evolve and your brand should move right along with them. Be ready to engage in new communication channels as they arise.
Keep pace with the fresh, new ideas of your competitors while keeping your unique voice in the marketplace.
And you’ll position yourself as a trusted authority that prospects will turn to, again and again.
Originally published 7/17; Updated 3/21
