Brystra Insurance Services: Heritage-Based Positioning for Trust

Situation: Building Trust for Young Insurance Broker Service

A broker service for clients ranging from individuals to mid-cap corporations in multiple states within the US, Brystra works on meeting the insurance and risk-based needs.

They advise their clients on the risk, the situation in the marketplace, and the correct or best solutions. They also find the right products regardless of the insurance company and make sure it fits the consumers budget based on their needs and continue to service the life of the contract.

Being a young entrepreneur in an industry dominated old established firms, the client felt a sense of trying to bring new strategies and ideas to the table and evolve faster than their competition while also having to work harder to show their experience and gain trust given their perceived lack of years in the industry.

The insurance industry requires brands that communicate trust, professionalism, and expertise. Brystra needed a brand identity that would build trust despite being a young company, competing with established firms.

Task: Create Heritage-Based Brand Identity Building Trust

So the fundamental strategy for this client was down to heritage-based positioning. The challenge required:

• Heritage positioning: Create heritage-based positioning
• Build trust: Brand identity that builds trust despite being young company
• Professional appearance: Visual identity that looks solid and professional
• Robust expertise: Brand that hints at professional and robust nature of expertise
• Client intimacy: Brand that considers “Client Intimacy” value proposition

Brand Strategy: Heritage-Based Positioning

For individuals, this could be as simple as finding them a health insurance plan with the doctors they want in the network to saving for a college fund using an insurance product layered with other financial tools. For corporations, this can range from Affordable Care Act benefits advisory services, implementation, administration, and rate negotiation to Buy Sell agreements between owners, deferred compensation plans, liability protection, workers compensation, etc.

Through partnerships across Canada and the US, they have the ability to place almost any type of coverage. Example: They don’t write auto or homeowners policies but have a relationship with a firm that does, whom they trust to assist to place that coverage and act as a partner with their clients.

Being a young entrepreneur in an industry dominated old established firms, the client felt a sense of trying to bring new strategies and ideas to the table and evolve faster than their competition while also having to work harder to show their experience and gain trust given their perceived lack of years in the industry.

People don’t come to Brystra for fun or lighthearted conversation, they come to them for serious conversations that can have big and potentially financially devastating consequences for errors. They treat every client the same – from the one that earns then $2 a month on a low-end dental plan to the executive that brings them $70,000.

So the fundamental strategy for this client was down to heritage-based positioning. We had to create a brand identity that looks and felt solid and hinted at the professional and robust nature of the expertise Brystra brings to the table. We also considered hinting at a “Client Intimacy” based value proposition.

This brand strategy works because:

• Heritage positioning: Heritage-based positioning strategy
• Solid appearance: Brand identity looks and feels solid
• Professional expertise: Hints at professional and robust nature of expertise
• Client intimacy: “Client Intimacy” value proposition
• Trust building: Builds trust despite being young company
• Equal treatment: Treats every client the same regardless of value

Action: Strategic Brand Development

Brand Solution: Crest-Based Logo with Heraldic Elements

To enable us to leverage heritage-based brand strategy, we decided to explore crest-based logo designs and direction that involved heraldic lions, shields, and ribbons. From the various design directions we presented to the client, they chose the final one seen on this page.

This insurance logo design shows a crest-based logo with a shield in the center and two heraldic lions flanking the shield on either side. In the center of the shield is the letter “B”. The two lions hold up the shield and on top, we have three diamond shapes that form an abstract crown. Below the brand mark is the word “Brystra” in awesome font treatment and below that is the tagline “Insurance Services”.

This logo design:

• Creates crest design: Crest-based logo design
• Features shield: Shield in center with letter “B”
• Includes heraldic lions: Two heraldic lions flanking shield
• Forms abstract crown: Three diamond shapes form abstract crown
• Uses font treatment: Awesome font treatment for “Brystra”
• Adds tagline: “Insurance Services” tagline below brand mark
• Creates heritage feel: Creates heritage feel despite being young company

Result: Brand Identity That Builds Trust Through Heritage

The brand identity we created for Brystra Insurance Services successfully builds trust through heritage-based positioning. The comprehensive brand transformation delivers:

Strategic Outcomes

• Heritage positioning: Heritage-based positioning successfully created
• Trust building: Brand identity successfully builds trust despite being young company
• Professional appearance: Visual identity successfully looks solid and professional
• Robust expertise: Brand successfully hints at professional and robust nature of expertise
• Client intimacy: Brand successfully considers “Client Intimacy” value proposition
• Complete brand system: Crest-based logo with shield, heraldic lions, and abstract crown create unified experience

Implementation Success

Today, Brystra Insurance Services uses this comprehensive brand identity to attract clients ranging from individuals to mid-cap corporations in multiple states. The crest-based logo design with shield, heraldic lions, and abstract crown creates a heritage feel that helps them compete with established firms despite being a young company. The brand successfully positions Brystra Insurance Services as a broker service that treats every client the same and brings new strategies and ideas to the table, advising clients on risk, marketplace situation, and correct solutions, finding the right products regardless of insurance company and ensuring they fit consumer budgets, with partnerships across Canada and US enabling them to place almost any type of coverage.