How to Get Insurance Agency Branding Right
Branding for agencies and brokers, including how carrier relationships and licensing are represented.
Priya Raghunathan
The key figures
- Licensing
- agencies and producers are licensed by state
- Carrier marks
- carrier logos are used under permission
- Disclosures
- materials may need specific statements
- Independence
- independent agencies must not imply they are the insurer
Why this is worth getting right
Agencies represent other companies' products, and how that relationship is shown is regulated.
Do this, not that
Do
- Use carrier marks only as permitted
- State licensing information where required
- Make the agency's role clear
- Keep approvals for co-branded materials
- Review materials per state
Don’t
- Implying you are the insurer
- Carrier logos used without permission
- Missing licensing statements
- One set of materials across all states
When to bring in help
Our advice Bring in help when agencies market across states.
Where this comes from
- National Association of Insurance Commissioners — Model laws
- United States Patent and Trademark Office — Trademark basics
The figures and practices above come from the sources listed.
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Where to go next
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