Brand Strategy Development

Established in 1893, Henderson Bothers is a highly respected leader in insurance-related services. For more than 125 years, Henderson Brothers has focused on individualized solutions based on keen risk assessment and trusted provider relationships. Composed of knowledgeable professionals who protect and navigate clients through complex insurance interactions, Henderson Brothers offers expertise beyond compare. That said, they suffered from low brand awareness, and sustaining growth was proving to be a challenge without a solid brand strategy in place.

BD&E met with all key members of Henderson Brothers’ team and immersed ourselves in their culture to get a thorough understanding of who they are, what they do, and what makes them unique from competitors. One key takeaway—the company is brimming with dedicated, qualified and experienced people—experts. We elevated this valuable attribute in a new brandline. “Expect An Expert” encompasses the breadth of proficiency and the promise of exceptional service at Henderson Brothers.

This became the foundation of an integrated marketing campaign targeted to business executives looking for comprehensive risk assessment, coverage, employee benefits and claims management. Included in the plan were dynamic TV and radio broadcast spots with strategic placement in professional sport-related venues, in addition to digital, traditional print and business collateral materials were designed and implemented.

To complete the marketing communication and branding initiative, we designed and developed a comprehensive new website for Henderson Brothers. This critical component of the strategy is an intuitive interface designed to help visitors navigate easily in their search for information. Features on Experts allow viewers to connect more deeply with the Henderson Brothers team, and provide insight on the talented collective of people that serve client accounts.

This multifaceted initiative increased brand recognition and elevated Henderson Brothers’ presence in the marketplace. It also better positioned the company as a best-in-class, full-service insurance brokerage firm. Results have manifested positively with significant year-over-year growth.