Small Business TWISTS – Rey Insurance Agency

Brand School Alumni, Linda Rey, has a family-owned insurance agency that celebrates its roots in the community. This includes a unique TWIST of sending out email advisories during bad weather with very localized updates on specific road closings and streets to avoid. This is something the larger companies could never do. And Linda’s customers are grateful. It’s one thing for an insurance agency to talk about its auto insurance policies, it’s another for it to actually keep you safe on the road.

Before Brand School it had been about 15 years since Rey Insurance had updated the brand. And as Linda put it, “we never really went through the process of what a business does for branding purposes. We didn’t have a strategy for how we wanted to look. Brand School afforded us the opportunity to explore how that might work for us without breaking the bank!”

Rey Insurance - Before and After Branding

One lesson from Brand School that helped Linda was to think about storytelling. Approaching their brand with that objective allowed them to be more human and step away from “textbook language about insurance”. Linda shares one of the ways they’ve implemented the TWIST, “BEING FUN in our DESIGN by presenting ideas and concepts about insurance that bring attention to considering the possibility vs. avoiding the consequences.”

Rey Insurance New Website Logo Update Rebrand

Linda transitioned her brand from a traditional family-owned insurance promise to a more modern “We help you GET insurance” brand idea. When she did this, she realized that her red and blue logo developed in 2000 blended in too much with her competitors and undermined her company’s TWIST of approachability.

She kept the core element of the shape but updated it with vibrant colors, which were inspired by her favorite organic grocer. When she walked into this grocery store, the fruits and vegetables were so inviting and colorful that she wanted to pick them up and put them in her basket. She loved the new logo so much she added bright throw pillows that adorn the reception area of the agency. This splash of color is distinctive for her category and really underscores her brand’s intention to be friendlier, more welcoming and more down-to-earth than traditional insurance agencies.

Before an After Rey Brand Logos

Investing the time in finding the TWIST and following that up with action, made a big impact on Rey Insurance. The key there is doing the work. It can feel overwhelming to implement, but that’s where the support of Brand School can really help. Linda says it best, “(Brand School) was such a great experience for me. Though, after delving in, doing the work is hard. There is resistance, but having access to Julie with the one-on-one meetings helped to move the needle so we can continue in breaking through with a more creative flair to our brand. I’m so grateful I went through it.”

Brand School by Brand Twist  Branding Course for your Small Business

Brand School, our highly effective, premier branding program, delivers the tools and steps you need to strengthen your brand and your business’ connection to your market. Get our free brand-building tips and receive immediate updates about Brand School’s exclusive programs when you sign up for our newsletter at BrandSchoolOnline.com.



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