Small business owners have long viewed insurance as a grim necessity. It is a financial burden they endure to protect themselves from potential disaster. But what if insurance could be re-imagined, not as a safety net but as a springboard for success? That’s precisely the story behind Next Insurance, a company that turned the perception of business insurance on its head.
Why Insurance Felt Like a Burden
Small business owners typically regard insurance as:
A Necessary Evil: Something they must pay for to mitigate risk but seldom want.
A Cost Center: An expense without immediate value.
A Source of Anxiety: A reminder of worst-case scenarios, rather than an enabler of success.
The Big Idea: Repositioning Insurance as a Launchpad
Next Insurance embarked on a bold strategy to redefine what insurance means to small business owners. Instead of selling fear, they sold empowerment.
How Did They Do It?
- Insight-Driven Strategy : Research revealed that entrepreneurs thrive on confidence. Knowing they were protected could encourage them to take bigger risks and chase bigger dreams.
- Re-framing Insurance : Instead of a grim “necessary evil,” insurance became a metaphorical rocket ship. This simple but powerful metaphor shifted the narrative: insurance is not what holds you back but what propels you ahead.
- Powerful Tagline : The phrase “Get Going” encapsulated this vision. It became both the brand’s Strategic Foundation and its rallying cry, encouraging entrepreneurs to push their boundaries.
- Strong Visual Identity : A dynamic Illustration, of a small figure on a rocket ship visually reinforced the metaphor. The design aesthetic was fresh and modern, breaking away from the staid imagery of traditional insurance brands.
What Other Brands Can Learn from Next Insurance
Next Insurance offers a blueprint for any company seeking to reposition itself within a challenging category.
- Start with Insight: Understanding your audience’s pain points is the foundation of transformative strategy.
- Reframe the Narrative: Shift perceptions by focusing on the positive outcomes your product enables.
- Align Messaging and Design: Ensure every element of your brand, from tagline to visuals, reinforces your core idea.
- Break Norms Authentically: Don’t be different just for the sake of it—make sure your differentiation adds value.
To listen to conversation between Rob Meyerson and Jasravee Kaur Chandra, please visit our Youtube Channel. The topic is ‘What It Takes to Create a Powerful Brand Identity and Brand Name.’
Jagged with Jasravee, the Marketing Show 
Leave a comment