Builders Insurance Group
When Builders Insurance Group (BIG) enlisted id8 in a company rebranding, the request included a change in visual identity and also a name change that could carry the brand into the future, enabling growth beyond its roots as an insurance carrier for the residential construction industry. Over the prior decade, the company saw a need to shift focus and write policies beyond those for construction to create a more sustainable, long-term business strategy.
In conducting Brand Equity Analysis, quantitative and qualitative data confirmed the name was not an issue for those who would or would not recommend BIG. In fact, the survey's net promoter score of 20% was most impacted by stakeholder experience with service and technology. The name "Builders" carried strong recognition and trust within the industry, with enough established equity to stand on its own. Rather than change the name with the rebrand, the strategic decision to simplify to "Builders" allowed the organization to retain familiarity and loyalty among existing clients while signaling the company's evolution and broadening market focus to new industries beyond homebuilding and construction. The new name stood for all businesses built strong, and the positioning and messaging that evolved from the research helped to drive the foundation of transformation in operations and communications.
USING CORPORATE BRANDING AND IDENTITY TO DRIVE ORGANIZATIONAL CHANGE
Once Builders established its new brand position, the next steps in rebranding were to update brand identity and communications. id8 created a new look and feel for Builders including brand name, corporate logo design, and creative marketing concepts for collateral. The brand launch and rollout began with a go-to-market strategy and change communications to offer a clear message that conveys the value of Builders to full-time team members, agent partners, and the wider market.
BUILDING UPWARD
The brand launch took place in September 2021 and the company has experienced positive growth since then. Builders' leadership followed through on many of the recommendations that came out of the initial research, making improvements in operational processes, technology, its brand and its marketing approach. To analyze the perception of the brand transformation and to measure the net value changes with agents, a follow-up benchmark survey was conducted in 2023. The findings were positive, showing an overall increase in audience sentiment and net value. The Net Promoter Score saw a 31% jump, with 51% respondents saying they would be “Extremely Likely” to recommend Builders, an indication that Builders’ refreshed brand platform and organizational shifts not only translated to an improved customer experience, but further, meaning that more customers were willing to be advocates of Builders.
Now, the company continues to implement the established brand strategy and core values to manage organizational change. Builders seeks to foster team unification and understanding of what it means to be a “Builder” and increase market awareness of the company’s broader offerings. The new corporate branding and identity remind all team members and agent partners of the strengths that Builders Insurance Group demonstrated, while keeping everyone engaged and excited for the future with Builders.