How to Give Your Life Insurance Brand a Refresh

Editor’s note: This post was originally published on 8/10/17 and has been updated for accuracy and comprehension.

You may not have known this, but you have a brand.

And every once in a while it needs to be updated. Has it been a long, long time since your life insurance brand has been overhauled?

If you're thinking, "Uh, oh! I didn't know I had a brand! Help!" you're in luck, because that's just what we're going to do.

And the fact that you didn't know you have a brand tells me it's time for a reboot!

It’s particularly important for life insurance producers to give their branding some serious thought because:

1. The insurance industry has been notoriously slow to adapt and change.
2. Clients and prospective clients have changed more than you think.

In fact, ThinkAdvisor states that “As time progresses, and the more traditional generations age, a different, tech-savvy target group of customers is putting the pressure on insurance brands to meet their customer service needs in the way they want.”

If you’ve been waiting for this day to come, start celebrating!

If you’ve been dreading it, well, there’s nothing you can do to stop it. Sure, you could continue branding yourself the way you’ve always done. But that’s a one-way ticket to the quick and sure demise of your business.

But there's help. Keep reading.

How to give your life insurance brand a refresh

If you want to speak – and sell – to the modern-day customer, consider some of these ways you can rebrand your life insurance business.

1. Go all-in with digital

Let people manage their accounts online. Younger generations especially want to do these tasks online.

2. Get creative with service

Offer customers a way to get in touch with you when they don’t want to call you on the phone. Make it easy for them to hop online and make simple changes to their account.

3. Take it live with chat-bots

For consumers searching around on your website, give them a way to chat with a representative live. A live “chat box” will pop up on your website so that as consumers are searching, they have a seamless way to continue the discussion when they have questions.

4. Be everywhere

Prep your support staff (or yourself) to interact and engage with customers where they’re spending time – like social media channels. You can serve customers on these platforms by being available to answer questions, comment on posts, and send messages.

5. Make mobile mandatory

You can give your customers the ultimate experience by making sure your website is optimized for mobile devices. Consider a chat-box to provide a live-help option to customers wherever they need it.

6. Text it

With the vast majority of consumers owning a smartphone, you can keep conversations on track with this feature. If consumers have an immediate need, they can simply shoot you a text message and you’ll be instantly aware of the problem and be able to respond quickly.

Your life insurance brand needs to be digital

The bottom line is, if you’re running a service business like life insurance, your brand NEEDS to embrace technology. It’s how consumers are operating, and your business should align processes accordingly.

How has your insurance business responded to the change in how customers interact with brands?