7 Steps to A Stronger Agency Brand
April 15, 2010 by Maureen Wall Bentley · Leave a Comment
The Hales & Company/National Underwriter Mergers & Acquisitions Seminar series got off to a great start in NYC this week. Some 60 agents and brokers packed the all-day event, in which Laurie Donohue and I presented the segment on 7 Steps to a Stronger Brand. The topic seemed to strike a chord with the attendees—especially when they heard that a strong brand can add 100 basis points to an agency’s valuation multiple.
Scott Addis, who gave his lively “Purple Cow” presentation about organic growth strategies, highlighted another interesting point: His research shows that some 48% of agents don’t feel their firm’s brand is differentiated from the competition (and I’ll add that some of the remaining 52% are…um, optimistic…in their belief that their brand is distinctive). Sounds like a great opportunity for stronger brands to edge out the competition.