1. Brand Strategy for Preferred Risk Insurance Services Companies
by
Lew Klein, 4-1-11

2. Brand Strategy
Lew Klein 4-1-11
Positioning
This is the perception we wish to establish in the minds of our
customers:
For agents and policyholders alike, PRIS is the best source for all
your insurance needs; from life, health, auto, property, casualty and
commercial, PRIS has the right policy for you.
How does PRIS deliver on it’s promise?
 We deliver on selection
USL&H, FCIC, HC, HIN
 We deliver on customer service
 We deliver on breadth of product line

3. Brand Strategy
Lew Klein 4-1-11
Support for the Positioning (reasons to believe)
PRIS can credibly claim this position because of the following:
 FCIC has a 90 year history of serving the Illinois/Indiana area, and a powerful
culture of customer satisfaction.
 Since 1973, USL&H has been committed to keeping insurance coverage
strong and affordable for the individual customer, but the main ingredient of our
success is our people.
 Established in 1986, Hallberg Commercial provides commercial insurance
and risk management consultation to businesses in the Chicagoland area.
More importantly, HC maintains the unparalleled signature of excellence
providing quality insurance coverage to all people, in any situation, at an
affordable price.
 And if you are an agent writing only a couple lines of insurance, the Hallberg
Insurance Network can supplement your business by representing over 50
different insurance carriers assuring you that your customer will not have to
“shop around” to find full coverage.

4. Brand Strategy
Lew Klein 4-1-11
Key Selling Idea
PRIS needs to position itself as the “go-to” partner, not the one-time
supplier of insurance services, whether they are agents, new
customers or low SOW customers. Less transactional and more
customer acquisition based selling proposition. This positioning could
be summed up in one simple phrase:
“Preferred Risk Insurance Services is your best source
for all your insurance needs. In short, PRIS has you covered.”
PRIS: The First Family of Financial Services

5. Brand Strategy
Lew Klein 4-1-11
Value Proposition
A value proposition is a clear statement about the tangible benefits. It
answers the customer’s question, “Why should I buy from you?”
As an Agent, we know you are looking for an insurance carrier that will
meet all your customer’s needs, and at the same time, make it
profitable for you to represent our lines.
As a Policy Holder, we know you want the best coverage at the best
price, and to be treated promptly and courteously when you have a
question or problem (in the case of ever-changing health care reform,
to be informed as to how it impacts your family). By offering a range of
services, there is no need to shop around when PRIS is your one-stop
choice for all your insurance needs. We have the experience and we
treat our customers with respect, because we have families too.

6. Brand Strategy
Lew Klein 4-1-11
Desired Customer Perception
Customer perception is critical to building a brand, and it’s most often
based on customer experience. Here’s what we want our customers
to think about PRIS:
Agent Testimonial: “PRIS does it right. They are on top of changes
in insurance coverage's and they are constantly updating me. Plus,
they offer good policies and great bonuses so I can run a successful
business.”
Customer Testimonial: “When I couldn’t find an insurance policy that
fit my needs, PRIS offered me a local solution. When I had a problem
with my coverage and the “big boys” wouldn’t touch me, PRIS came to
the rescue. It’s a nice change of pace to work with a company that
treats you like family and really delivers value each and every time I
use them.”

7. Brand Strategy
Lew Klein 4-1-11
Personality Traits
Based on our positioning, certain traits can be identified which describe the
PRIS personality. The following words are a guide to developing messages
that reflect the brand personality and positioning.
A Trusted Partner
We’re a part of your family. You can rely on PRIS to get exactly the coverage
you need at a price you can afford.
Excellent Customer Service
We’re here when you need us. No issue is too big or too small. Call us
anytime for a free quote or a question about your policy. We’re here to
help.
Best Overall Value
Knowledge you can count on, experience and expertise like no other. You can
be confident that PRIS’ capabilities are the best-in-class and that we will never
let you down.
Commitment
PRIS never takes your business for granted.

8. Brand Messaging
Lew Klein 4-1-11
Introduction
The key brand message as described in the positioning and key
selling idea should be consistently implemented in direct mail, email
blast, voice mail blasts, brochures, Websites and other customer
communications.
Websites, brochures and other customer communications should
always include a “branding” area, generally including a headline and
message connected to the overarching brand theme.

9. Brand Messaging
Lew Klein 4-1-11
Key Branding Concepts
When developing headlines and other messages, keep in mind these
concepts when speaking with insurance agents/policy holders.
 PRIS is local, in your neighborhood, a part of the community and a
part of your family. We know you and your needs.
 Insurance is not, “one size fits all”. PRIS understand this and will
tailor your coverage to your needs. We take a personal interest in
your well-being.
 As an Agent, our success is your success. We provide the
necessary tools; you provide the personal touch. And we reward
those who strive to excel!

10. Brand Messaging
Lew Klein 4-1-11
Next Steps
 Develop brand hierarchy for Preferred Risk Insurance (or Financial)
Services with respect to USL&H, FCIC, HC and HIN.
 Develop Web presence for PRIS to better serve both Agents and
Customer-direct selling.
 Create umbrella company capabilities brochure and sales aids to
drive more reach through Agents and HIN.
 Update USL&H, FCIC, HC and HIN web, advertising and printed
materials where necessary to reflect more cohesive brand with respect
to PRIS.
 Determine tactics, dates and measurements to successfully launch
over-arching PRIS brand and sub-entities.