The Ontario Broker - Volume 24, Issue 2 - 34

COLUMNS
Brokerage Rebrand
Jones Insurance
With Jeff Jones, President Jones Insurance
In the evolving business landscape, adaptation
is key to longevity.
" After 4 decades, our brand was strong and recognizable and
people originally from the Thunder Bay area knew who we were.
Our jingle is also very catchy! But as we started making moves
to expand we recognized that brand familiarity was not a sure
thing for those newer to our community, " said Jeff.
The genesis of this transformation was rooted in a simple
realization: while the name Jones and Associates had been
synonymous with insurance expertise for locals, it no longer
encapsulated the breadth of their offerings or effectively
communicated their identity to newer residents.
" A few factors influenced the rebrand, or refresh as we call
it, the ambiguity of 'Jones and Associates' no longer served our
changing needs to accommodate the growth we are on track to
experience. So, after 40 years of building a strong reputation
for service and professionalism, our founder Mike Jones-who
started the company as a one-man-show-jokingly said, " We
fired the associates " and focused solely on our expertise in
insurance. "
" Ultimately, our work in 2021-22 to produce our 60-page
marketing strategy for 2023 underscored the importance of
defining who we are today and who we're working to become. "
Defining the Vision
Central to their rebrand efforts was building on past success.
" We focused on creating a corresponding visual identity that
was modern but paid homage to our past-note the diagonal
'e' in our logo. To meet our ambitious growth targets, we knew
our identity needed to capture our local essence and reflect our
refined value proposition: people-first, meaningful service for
uniquely Northern needs, lifestyle and business. "
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The Ontario Broker - Volume 24, Issue 2

Table of Contents for the Digital Edition of The Ontario Broker - Volume 24, Issue 2

Inside
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The Ontario Broker - Volume 24, Issue 2 - Cover3
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