HOW DO I CONNECT WITH ALL MY STAKEHOLDERS?
IDENTIFY CLEAR VALUES AND A SINGLE ORGANIZING IDEA.
Working with Aksigorta was a two-fold challenge. On the front end, insurance is no fun to talk about. Scenarios of gloom, and disasters_ and ultimately a very dull language with a lot of variables and fine print; it’s a hard and complicated sell.
On the back-end, insurance companies are a complicated entity. Selling through a network of vendors throughout the country, it’s hard to keep a unified front of the brand. With most of the vendors doing their own communication, the overall look and feel of the company has a tendency to dissolve.
When we started working with them, the first thing we did was to re-strategize and restructure their website, making it more accessible, and less intimidating for the consumer.
From there on, we moved onto re-claiming the brand identity, a very detailed and extensive brand identity book was distributed to all the vendors across the country. We also developed 4 clear values, sharpening those that already existed and then creating a visual identity and communications including videos, posters and an Intranet.
Employees being one of their most important touch-points, we worked on campaigns, benefits and awards systems targeted to them, rethinking the visual language.
The values now provide a clear framework for employee behaviors, recruitment and reward and are being used to guide a culture that can deliver growth.