The Little Blue Book
The GSA Brands
It's not Just About The Bottom Line
It's not Just About The Bottom Line
This business is all about relationships, internally and with clients and prospects. We’ll never neglect our process and procedures, but if we don’t have quality client relationships we’ll fail.
Our business is about managing people, not numbers. This allows the individual to have a place in the system. We want to value the individual, and allow our people to shine.
The most successful business environments are those that are supportive, where there’s no backbiting or politics.
When each of us does well, the business will do well. We want to share our success with those who are willing to put in the effort.
Our Brand + Our People
First of all, a brand is more than a name, or a logo.
It’s actually a feeling people have in their hearts and minds. Our brand says something about who we are, and makes us and our client feel good about what we stand for.
The best brands don’t just look great, they are great, at everything they do, inside and out.
Business and Brand are two sides of the same coin. If people don’t feel good about your brand, they won’t want to do business with you. And if your business hasn’t got its act together, no amount of branding will change that. That’s because brands are all about trust, and nowhere is this more important than with Insurance.
This is why Brand isn’t “set and forget”. It’s eternal vigilance. The moment we think our Brand is as good as it can get, it’s already beginning to slip.
Our Brand Essence
There’s a big idea at the heart of our brand – it’s called our Brand Essence. It’s what our brand stands for, and it’s what we need to strive for in all our actions.
So what does GSA stand for?
CHALLENGING THE STATUS QUO
That’s our brand essence
We are challenging the status quo with proactive, thoughtful and provocative initiatives.
To get in the front door, we have to open the eyes of our clients and prospects to the benefit of engaging with GSA.
Our tone is FUN, SURPRISING, and above-all, VALUABLE.
We need our clients to think, “That’s different, that’s not what I’d expect from an insurance broker”.
How we present our products and service helps differentiate our offer, and make it valuable to clients.
This is our BRAND IN ACTION
We needed to create a position the GSA brand can adopt and live by, that encapsulates what “Challenging the Status Quo” means for clients.
This is our BRAND POSITIONING
We go above and beyond by constantly looking for the best way to deliver quality service and products for our clients.
We take the time to clearly understand our clients’ situation, and what they want from us.
Our attention to detail means we can create ‘fit for purpose’ products at an appropriate price. We’re flexible and consistent, and will always look for better ways to do smarter business.
So our clients must see us as invaluable, and irreplaceable.
‘Look No Further’ means we won’t accept second best, or ‘that’ll do”. It means we set high standards for what we do and how we do it.
Our commitment is to tie “Look No Further” to everything we do:
how we interact with each other
how we relate to the industry
how we build our products and services
how we pitch the offer to clients
How We're Going to Do it
Everything we do - from sending internal emails to meeting with clients- has a bearing on how our brand is perceived.
And for clients and prospects, perception is everything.
The way we answer the phone, how we communicate, the manner in which we respond to queries, and how we deal with problems all impact on how we’re perceived.
This is why our Values and Behaviours are so important to us.
Our Values describe how we deliver on our Brand Essence: together they form the basis of the GSA client experience.