American Fidelity. A case study in branding insurance.

How we helped American Fidelity find the right brand promise

American Fidelity is one of the leading providers of supplemental insurance and benefits, Specializing in auto dealerships, education, municipalities and health care.

Its core customers are employers who offer supplemental insurance to their employees in those segments.

American Fidelity

The old logo of American Fidelity had little brand meaning.

As a business, it operates in divisions based on those specialties. At issue was that American Fidelity had no overarching brand promise that brought the divisions together.

Additionally, the needed to increase preference with existing customers and attract new prospects. (look at the work we created for the rebranding of American Fidelity)

Finding meaning for American Fidelity.

To achieve that, the project entailed qualitative and quantitative research with employers, employees and associations. Research of both current customers and those who use a competitor.

Also, an analysis of the competition and a brand audit was conducted. Designed to see where the current brand stood in the market and what it could claim.

Our competitive analysis found that competitors, which range from regional carriers to giants such as Aflac, focus solely on price, coverage and, in the case of Aflac, quick results.

American Fidelity

The new logo for American Fidelity redefines who its customers are: Those who always seek a different opinion.

The research demonstrated that administrators and employees believed all supplemental benefit providers were basically the same.

For the employer, who has complete control in selecting a supplemental benefits provider, the research clearly showed that they viewed their individual organization’s needs as unique. To find the right coverage for their particular needs, they seek something different.

Wanting something different was also part of their belief system, which is the emotional driver of human behavior.

The new American Fidelity brand

Using an existing strength of the company. Its niche focus. The new rebrand promise of American Fidelity stated that it represents a different opinion. Different from the status quo because it is a specialist that knows there are no pat answers.

As the company says now, “When it comes to making health decisions, many seek a different opinion from a specialist. When choosing supplemental benefits, it’s important to seek a different opinion too.”

To reflect that brand, a new logo was developed that demonstrated American Fidelity being different. And more important than the rest of the pack.

From advertising to collateral systems, signage to stationery systems, Stealing Share created a comprehensive brand structure. The American Fidelity rebrand Included  a brand standards guide that demonstrated cues for logo uses. Along with messaging and brand personality guidance. Stealing Share also conducted brand training for its thousands of employees.


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