Brand Strategy Propels New ProAssurance Brand

A New Brand Strategy for ProAssurance

Brand firm conducts study of medical professionals, positions insurance company

GREENSBORO, NC – January 6th, 2009 – Stealing Share, Inc., a brand development firm that helps companies create brands to steal market share from competitors, recently finished a year-long branding project for ProAssurance Corporation. ProAssurance, a professional liability insurance company headquartered in Birmingham, Alabama (with offices throughout the country) is now poised to continuously focus on ways to deliver fairness to its customers.

The ProAssurance brand Logo

The New ProAssurance Logo with the brand theme

To create ProAssurance’s new brand identity, Stealing Share conducted research with medical professionals from 10 states and Washington D.C. to uncover what was most important to them, especially in relation to ProAssurance and its competitors.

The results

The result is an increased focus for ProAssurance, the fifth-largest insurer of its kind in the U.S. The new brand is encapsulated in its new logo and brand themeline, which states “Treated Fairly.” The logo shows a new way to think about insurance, revealing a dark green to bright green that symbolizes an ongoing promise of “fairness” in the way ProAssurance customers can expect to be treated.

“We dug into what physicians felt about insurance companies and what they wanted most, and the insights were very revealing,” said Tom Dougherty, CEO of Stealing Share. “It has always been our goal to reveal a brand for our clients that’s actionable, able to steal market share from the competition by being positioned against that competition, true about the brand and most meaningful to the target audience in order to create preference.”

Look at the ProAssurance Brand Case Study Here

Read the Insurance Industry Marketing Study Here

Is there Opportunity in the Insurance Category? Read about it here.

About Stealing Share

Stealing Share is a brand development firm that designs brands so they steal market share from the competition. Located in Greensboro, N.C. and New York City, Stealing Share conducts research and provides actionable brand strategies, positioning and brand design for clients to create preference among target audiences. More information can be found at or by calling 336-389-9315.

See more posts in the following related categories: Insurance marketing liability insurance ProAssursance
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