The Bellsure Group had a brand identity and structure that confused their business proposition to prospects and existing customers. The company used the group terminology and developed sub brands for different product areas within the business. This created competitive silos or divisions which discouraged cross selling. It also prevented brand awareness and loyalty being built for Bellsure as the product sub-brands were diluting the hierarchy.
There was no doubt that the Bellsure brand needed a rigorous evaluation to be able to create the correct brand structure, clearly communicate the proposition and enable the brand strategy to align with the business plan.