Deeley Insurance Group brand launched from Atlantic/Smith, Cropper & Deeley
Atlantic/Smith, Cropper & Deeley, a local independent insurance agency, has launched a new brand – Deeley Insurance Group. The firm partnered with DesignRoom to conduct a comprehensive brand assessment to identify where the brand is today and to develop a strong brand that is relevant, engaging and will carry the firm into the future. DesignRoom’s process includes an in-depth assessment process to research, survey and analyze the existing brand. That includes identifying the culture, goals, environment, history, and clients’ attitudes and perceptions.
“Rebranding is revealing. It grounds you. You look at the firm inside and out,” said Laura Deeley Bren, president. “Also, rebranding is invigorating. A fresh brand, new name and identity connects the firm’s legacy to its future, while establishing a direct voice that is relevant and personal.”
DesignRoom held a focus group and initiated a company-wide survey. They reached out to employees, clients and other stakeholders to gather insights. They found the firm’s energetic culture was not lost on clients, but they weren’t presenting themselves that way online or through the content they distribute. They also learned that the name “Atlantic/Smith, Cropper & Deeley” was confusing, and many of their client advisors and clients were using incorrect versions of it when referring to the company, like “Cropper Deeley” or “Atlantic Smith.”
Sandy Deeley, a founding partner of the firm, participated in the brand assessment by offering his insight, like others who were interviewed. “Recognizing the difficulty our agency personnel had in trying to explain their identity was enlightening,” he said “It was a scattered approach. It was such a difficult brand to put out there because of the name. As we completed mergers and acquisitions over the years, we kept the names as a courtesy to the incoming culture.”
In 2016, Deeley Bren joined her father as a partner and symbolized the future of the 89-year-old firm. Keeping Deeley would give longtime clients assurance that the firm they know and trust as their advisor was still committed to them and the community. Also, it would communicate to new clients and prospects the energy, drive and expertise that Deeley Bren and her team possess. Simplifying the name to Deeley Insurance Group ties the firm to its legacy and its future, following the perpetuation.
“Deeley Insurance Group shows stability and a transition of generations,” said Deeley Bren. “We remain the only local, family-owned independent insurance agency. Our roots in the community run deep, and we are fortunate to have a path to maintain our independence. This allows us to support our clients, our employees and our community with a look toward their future.”
The new brand comes with a fresh look and a new website – deeleyinsurance.com. Several resources to support the local business community are in development and are to be released this summer.
“Everyone is searching for meaning and value in what they do; they want to do more than work a job,” Deeley Bren said. “When you realize what we do every day, it matters: We’re there for the best and the most challenging times in life. We’re there when you take the risk to start a business, when you have a child and your family grows, and when you face loss.” The agency’s new brand captures the personal relationship and responsibility that is at the very core of the insurance advisor relationship. Rebranding supports the business strategy and future growth. It’s a platform for what’s next.
With offices in Lewes and Willards, Md., Deeley Insurance Group is a privately held independent insurance agency specializing in employee benefits, business and personal insurances. Its clients represent all industries including community association, hospitality, trucking and construction firms. For more information, go to www.deeleyinsurance.com.
