It's Time To Build Your Brand Persona!

Building a Brand Persona – Why Not Now?

It’s become a slow season for most businesses. This was unexpected, and probably not preferred, but there is a silver lining. During this period, you have the opportunity to sit and re-align on your company’s core values, and finally develop a persona that reflects them.

Don’t think a Brand Persona is Worth The Time? Think Again!

Smaller companies tend to skip this step in brand development, or at least never quite narrow it down. It benefits your customers to envision your company as a person or personality that is not only memorable, but exemplifies your company mission. And we all know that whatever benefits your customers, benefits your business.

A Brand Persona embodies what your company does and how you make your clients feel. Take Gordy Z for example. He’s our big green monster disrupting the way the insurance industry collects payments. He doesn’t like checks, and he likes to make himself known in big ways. For our users, he makes it clear that paper checks aren’t going to last and that we’re able to help them get noticed in big ways.

Where to Start When Designing your Brand Persona

Developing Gordy Z required many creative ideas, iterations, and input. As a young company in an industry not well-known (yet!) for allure or glamour, we wanted something that would stand out while still representing our mission and values. One concept included an astronaut, because we viewed digital payments as a new frontier to be explored. Another was the loyal “man’s best friend” since we want our clients to know they can rely on ePayPolicy.

Neither was a perfect fit. So we went back to our purpose, our original goal when we launched the company – to destroy the outdated payment methods for the insurance industry. There wasn’t anything like ePayPolicy and we were determined to be a monster of innovation. Out of this, Gordy Z was born. He now wreaks havoc on traditional ways agents collect payments.

Once we found the winning idea, we consulted with a designer to develop his look. Expanding on his personality alongside our team ensured he has the real heart of our company. Gordy is approachable, fast to react, and excited! Most importantly, he’s disrupting the norm and not dealing with paper checks when he knows there is a better solution out there.

Additional Benefits of Having a Brand Persona 

 Social Media Buzz Using your persona on social makes your company easy to identify, and ideally keeps them entertained as you create new and creative content.
 – Promotional Products – When we see a brand we like, we want everything we can get our hands on. Stickers, t-shirts, socks, you name it!
– Client Connection Let’s be honest, we love a unique, engaging brand. With your persona, clients can be “in” on the fun and feel like they are part of the team.

It takes a little work but establishing a brand persona is the perfect way to bring your team together, have some fun, and create a little excitement in and around your company. Check out this article to dive further into developing your own Brand Persona

The Future Generation Of FinTech

We had the pleasure of working with a group of students from the McCombs School of Business at the University of Texas during their recent fall semester as part of their Financial Technology (FinTech) Practicum Course. The undergraduate students were provided with a hands-on learning opportunity working with local Fintech companies in Austin that are driven by Ernst & Young. The purpose of the program was for the students to provide problem-solving solutions for the current and future needs of the company they selected. At the conclusion of the semester, the students presented their findings and provided actionable steps for implementation. The students were not the only ones who benefitted from this, however. ePayPolicy also received insights on a variety of topics such as Google’s latest SEO algorithm, a complete chatbot analysis across the industry, and a detailed market research report on areas and verticals to explore / expand in 2020. When the students weren’t working on these projects they were helping with small tasks around the office and finding solutions for minor problems affecting the ePayPolicy team. Working with these students was an amazing opportunity and we were humbled to be selected by them and EY. We look forward to continuing to contribute to this program in the months to come and appreciate the effort given from the future generation of FinTech.

Going Beyond The Terms and Services For Your Clients

Your Clients Mean the World to You and Your Agency, Be Sure They Know It!

As we approach the holiday season take the time to identify your key clients and reach out to them with a handwritten note, letting them know how much you value their business and relationship. Taking five to ten minutes and collecting your thoughts can pay significant dividends for your agency and adds another differentiator to your business.   Even if you don’t have the resources to fully apply The Pareto Principle (also known as the 80/20 rule, which states that, for many events, roughly 80% of the effects come from 20% of the causes) to your client base select your top five and go from there. To make your gesture even more impactful, start sending notes outside the regular holiday season. The reason for this is that it’s unexpected and will catch the attention of your insureds and not get lost in the holiday shuffle. 

Want To Track Those Efforts?

For those that want to track their ROI it can be as easy or as complex as they would like. A good place to start is recording the clients that are receiving personal notes in a CRM and compare their engagement with your agency (renewals,m social posts, industry events, referrals) with those that aren’t receiving any personal messaging. As you get more creative with your nurturing strategy be sure to record your activities in detail, this will help build a strong baseline of your efforts and allow you to optimize your strategy in 2020.    As you continue to invest in client-facing services such as chatbots, app portals, and digital payments don’t forget to invest in your relationship with your clients.