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Editor’s Note: This is the second of four articles on the Trusted Choice brand and what it means to you.
Competition is already branding independent agents and brokers — as irrelevant, unnecessary, expensive and lazy. The independent agency system has lost significant market share over last 30 years and will continue to do so if something decisively isn’t done. By uniting under the Trusted Choice brand, independent agents and brokers will have the power to promote themselves in a way that hasn’t been possible before.
By signing the Trusted Choice Pledge of Performance and licensing agreement, IBA West members will have the power of the Trusted Choice brand as part of their member benefits. There will no longer be an additional charge for an IBA West member to be part of the Trusted Choice brand.
The Pledge of Performance differentiates you from your competition and is an effective marketing tool you can use in conjunction with the Trusted Choice brand.
“Trusted Choice is not meant to replace your agency identity, but rather to enhance it, similar to the Good Housekeeping Seal of Approval,” said Rick Dinger, IBA West State National Director. “The two questions you need to ask yourself are, one, are you embracing the Trusted Choice Pledge of Performance and living up to its promises; and two, are you maximizing the Trusted Choice logo and the pledge’s power as marketing tools?”
Dinger has used the Trusted Choice co-branding initiative for several years now and has incorporated it into all aspects of his business advertising.
“The Trusted Choice brand allows me to tie into something that is bigger than just my local agency,” Dinger said. “It gives us national clout.
“We have coordinated a number of co-branding initiatives, including sponsoring a Little League team for which both the Trusted Choice and our agency logos appear on the uniform. Through these initiatives, I have shared advertising costs with Trusted Choice. It has really worked out to my benefit and has allowed me to spread my agency’s advertising dollars for maximum exposure.
“In addition, our local Big 'I' association has used Trusted Choice when hosting our Junior Golf qualifying tournament, which got us national exposure. I really encourage all IBA West members to take advantage of the brand and sign the pledge today.”
Effective Sept. 1, all IBA West member agencies have access to the Trusted Choice national branding tools at no additional fee, which includes:
To take advantage of this new branding benefit, IBA West members must agree to the Trusted Choice licensing agreement and pledge of performance. The links below will guide you through the online registration process and you’ll be ready to “build your brand” through Trusted Choice.
In addition, mark your calendars: Wednesday, Oct. 13 at 10 a.m. PDT for a live webinar on how to integrate your agency brand within Trusted Choice. To register, click here.