Brand Challenge
The insurance market has three main players: the insurance company, the insurance agent, and the insurance broker. Each of these three players has specific roles and responsibilities to provide value to consumers. The insurance broker among these three players is actually a kind of consumer representative in relation to the insurance company and the insurance agency, and its main service is to provide advice on choosing the right insurance needed according to the consumer’s conditions.
Considering the presence of powerful insurance brokerage brands such as “Az Ki”, “Bimeh.com”, “Bimeh Bazar” and …, the main problem of the “Bimehland” brokerage can be searched for in the following cases:
Given the inability to face and directly confront the old brokerage brands, what types of services and products in the market can fill the empty spaces?
How can consumers be helped in choosing the best option according to their conditions?
What brand identity and strategy can differentiate “Bimaland” from other competitors and prevent it from facing them directly?
Resulting Experience
A careful study of the market and future trends related to the industry showed that currently, most insurance brokers sell well-known products such as “third party insurance”, “body”, etc., and most of the old brands compete on the sale of these products. On the other hand, a study of “Bimaland”’s past activities showed that this brand has chosen a different insurance product called “digital goods insurance” to enter the market. The sharp increase in the cost of digital goods such as mobile phones, laptops, tablets, etc. had caused consumers to think about insuring their goods. On the other hand, a study of different business sectors in Iran showed that currently there is no personalized insurance in the market that suits their needs.
According to the research results, the brand strategy of “Bimaland” was designed to cover the following issues:
Brand Visual Solutions
After formulating the brand strategy and reviewing the insurance industry’s competitors, a distinctive color was initially considered for Bimaland to evoke the up-to-dateness of the digital approach. A color that can easily make a difference in the market and remain in the minds of the audience.
In the logo design, simplicity and readability of the brand name were the priority and by adding an element derived from the umbrella shape, an attempt was made to convey the association of insurance coverage to the audience. This shape of the crow is also reminiscent of the land and horizon, which is an implicit reference to the brand name, Insurance Land.
Also, by designing simple and relevant illustrations, an attempt was made to allow the brand to use its own visual elements on the website and brand communications.
