Brand Personality and Language Testing Results

Goal: Discover who, how, and what people think and feel about the attributes and characteristics of Fraternal Benefit Societies. Obtain guidance for optimizing how to best communicate the benefits of these organizations to drive acceptance and growth. Click here or on image to access and download complete report.

SUMMARY OF KEY FINDINGS

• Providing financial security is the most important aspect of this organization, but doing social good on top of that is a highly-desirable added benefit.

• Life and Medical Insurance are the two products most expected to be offered.

• Mutual Insurance Companies will be the easiest organizations to compare this organization to.

• A “Network” of “Members” will be the best way to refer to the people who join this organization.

• The biggest driver to this organization will be the combined benefit of providing insurance and retirement income solutions while also giving back to the community.

• Concerns about price and service competitiveness as well as confusion over what the organizations are and what they provide will be the biggest barriers.

• A lighthearted messaging approach will be the best way to get people interested in doing business with this organization.

• The word “Fraternal” will not be received favorably. The connotation is heavily male-oriented, with strong association with college fraternities.

• Community Life Insurer tested very well with consumers.

• The age of this organization will be welcome information for consumers, as it conveys stability.