MicroMentor is Responding to the Coronavirus (COVID-19) Impact on Businesses. Visit our Coronavirus and Small Business Resources page.

Report question

Note: your identity will not be shared with the person who sent you this message.
This field is required

I'm looking for advice for rebranding my health insurance business.

In the current evironment where many consumers are going digital, we would like to expand our market from just a local walk in location to a digital statewide market, and would like our brand to reflect that.

Sign in to answer

4 answers

It is not about people are going digital, it is about what you can do for them and your resources. You need to initiate a lot of things which could make your business different as I know there must be competition. Also, study very well the need of your clients. Don't rush, discuss about it day and night.

Report Bashir's answer

Note: your identity will not be shared with the person who sent you this message.
This field is required

Thank you Mr Yahaya. Our issue isn't really whether we should go digital to compete as we have a stable business, but in light of the fact that many people in the US, because of the Coronavirus, are opting to go digital we need to adjust our operation. Our issue at this point is branding in the sense of name change to reflect a larger market. We are currently named "Davenport Insurance" as we are in the town of Davenport and have targeted the local market as a walk in business. We are licensed to operate in the entire state and if we are more accessible online, we don't want a business name with a local emphasis. I'd appreciate any guidance from someone with experience in branding.

Report Ken's answer

Note: your identity will not be shared with the person who sent you this message.
This field is required

Hello Ken, the main difference as you already mentioned is to switch from a local to a nationwide business. And it seems to me more a question of renaming instead of rebranding. If your business is running well your brand probably is well setup (positioning, value proposition, in other words the dna or essence of your brand). Now it might be pretty obvious and you probably are aware of it, you need a name that appeals to a broader audience and you should definitely incorporate in your name the fact that you are a HEALTH insurance provider. Thus reworking all your website and digital material to optimize for keywords, tags to be found easily on the web. Going digital is a complete different pair of shoes from a walk in store, and I recomend to contract an expert in digital marketing. Hope that made sense. Feel free to come back to me if you´d like more advice. Kind regards, Joachim

Report Joachim's answer

Note: your identity will not be shared with the person who sent you this message.
This field is required

Joachim, Thank you for your response. I wholeheartedly agree. We have come up with a name and I will be looking into an expert in digital marketing as you said. Again, I appreciate your help.

Report Ken's answer

Note: your identity will not be shared with the person who sent you this message.
This field is required