With over 160 members and a premium income in excess of £450 million, Broker Network is the largest network of independent insurance brokers in the UK. Its members enjoy the benefits of being part of a large insurance group, giving them serious buying power and business support, whilst remaining completely independent. After a sustained period of significant growth, Broker Network appointed Thompson to reposition the business and go for gold in the complex and competitive insurance sector.
After we led an insight gathering process that included external customer and partner consultation, internal staff workshops and analysis, we developed a brand identity framework aimed at clarifying Broker Network’s core offering. Detailed analysis at the early stage of the project was essential to understand the complex nature of the organisation and its messages to different audiences.
We worked hard to understand what really motivates the audience to become a Broker Network member, since it would be critical in the development of compelling marketing material. We discovered that inside every insurance broker there seemed to be a surfer or biker trying to get out. Achieving real freedom to pursue ambitions was at the heart of their decision making. This became one of the central themes in our campaign work. The rollout of the re-brand was extensive - from the initial launch of the brand internally to gain the crucial staff buy-in to trade.
"Our new brand is a testament to the credibility, strength and vision within our organisation and to the freedom and independence which is cherished by our Members. It perfectly captures our forward thinking vision and plans for growth."
Grant Ellis, Chief Executive of Broker Network