Making the New Colonial Life Brand Count 04-29-08 Denver, CO—Monigle Associates, a leading corporate identity and branding firm, announces that it has developed a new brand identity for Colonial Life & Accident Insurance Company. Colonial Life is the nation’s second largest provider of voluntary benefits at the workplace, based on annual sales, offering disability, life, and supplemental accident and health insurance policies in 49 states and the District of Columbia. There are many reasons that a business needs to reposition its brand. For Colonial Life, the old name and tagline did not truly reflect the value its services provided for customers. Market research indicated that consumers were confused by the name “Colonial Life Supplemental Insurance”; moreover, the “For What Happens Next” tagline was limiting, as it only spoke to one aspect of the company’s diverse service offerings. As one of the leading providers of supplemental insurance products, the company needed a new brand identity to build on past success and support future growth. “This project challenged us with the opportunity to reposition the brand in a new and fresh way,” explained Monigle Associates Principal Tom Webb. “With limited advertising resources, it was important to take an approach that would make the brand—and every piece of collateral—consistent, but still very unique and distinct from competitors.”
Webb added, “Unique to this assignment was the drive to leverage imagery in a meaningful and branded way, avoiding smiling people clichés and overused stock photography, an approach very commonly seen in the industry. Rather, on-brand images were created to showcase objects people use every day, in a metaphorical way, to visually connect the viewer to what Colonial Life does so well—serve groups of individuals in everyday ways that make their benefits truly count.” Colonial Life is using Monigle Associates’ Brand AmbassadorSM Program to educate its 8,000 employees and sales representatives about the new brand strategy and to illustrate how they can deliver on and “live the brand” every day and with each customer. Tom Gilligan, Senior Vice President, Marketing & Branding for Colonial Life summarized, “The name Colonial Life and all parts of the combined identity reinforce what we are as people and as a company: Genuine, reliable, innovative, and caring. While our brand identity has changed some over the years, one thing has always remained constant: Our commitment to making benefits count for working Americans and their families. Our new brand is designed to reflect that in many ways.” About Monigle Associates About Colonial Life |
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Monigle Associates created a new identity around a strengthened brand name, “Colonial Life,” and refocused tagline, “Making Benefits Count” —a play on supplementing individual benefits with added value. The complementary new visual expression links the words “Colonial” and “Life” with a series of six spheres. Each sphere is in a different size and color, representing the uniqueness of each Colonial Life customer. Collectively, the sphere bridge represents a link between the company’s expertise and customers’ needs to illustrate one-to-one benefits counseling. To ensure consistency throughout the organization, a design system was created to incorporate “groups of six” items to remain cohesive with the six spheres in the logo.