To build on its success as a provider of life insurance, Minnesota Life decided to expand its product and service portfolio into the dynamic financial services marketplace. With this change they needed a new corporate identity and stronger brand to move the organization beyond its association as a life insurance provider.
To begin the project, Brand Tool Box and Minnesota Life collaborated to decide on a new name for the organization. Once the name, Securian, was chosen, we helped implement the change while working to develop a brand strategy.
Internal research was conducted to find out how employees felt the organization projected its brand with employees and customers. With this information, a brand strategy was developed to give Securian a robust definition of its brand that business units and financial advisers could embrace as their own.
After working with the senior management team, our consultants designed a comprehensive organizational development initiative to be implemented across the entire company. Internal trainers within Securian were trained to facilitate our Brand Alignment workshops, which help employees at all levels better understand their organization’s brand.
Securian now has a brand that allows it to present a “single voice” to the marketplace, whether a customer deals directly with Securian or one of its financial advisors. With a stronger brand, Securian has been able to drive its growth plan with a higher level of employee engagement and by leveraging stronger relationships with its independent agents and direct customers.