Repositioning and Rebranding Builders

Builders

In their branding process with id8, Builders Insurance Group changed their name to Builders to align with organizational change. This strong organization secured its position by focusing on an underserved residential and commercial construction market segment. Through expertise and experience, Builders succeeded within the niche market by developing highly customized policies and packages. Over the past decade, the company saw a need to shift focus and write policies for industries outside of construction in order to create a more sustainable, long-term business strategy.

Throughout the next several years, Builders will undergo a transformation in both operations and communications. Changes in corporate branding and identity enable Builders to break away from the long-term perception that the insurance carrier only serves the construction market. This will help the company to successfully approach and retain policies in new markets.

Leaning into strengths and staking claims

To bridge the gap in trust between current agents and new agents, the company needed to build on its strengths and fulfill market needs in a meaningful way. Internal and external stakeholder interviews and extensive research revealed core strengths that differentiate Builders from other insurance companies. After clearly defining target audience groups and company values, the id8 team followed the branding process to develop new positioning and messaging for the brand to stake its claims.

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. 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 greater 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.