Not long ago, our marketing team put us through a brand exercise for Retailers Insurance Company—and I’ll be honest, some of the questions felt a little out there.
If RIC were an airline, which one would it be? What’s our spirit animal? Come up with 10 nouns that define us. How do agents and policyholders actually perceive us?
At first glance, it’s easy to dismiss this kind of exercise as fluffy or even uncomfortable. We tend to think of our organizations in practical terms—products, services, and results. But these questions push you into a different space: perception.
And perception matters.
What we believe our brand stands for and how others experience it aren’t always the same thing. You might think your business is known for exceptional service, but do your customers describe it that way? You may pride yourself on reliability, but does that come across as consistency or complacency?
That gap between intention and perception is where real insight lives.
For us, the exercise sparked valuable conversations. It highlighted strengths we should lean into and revealed areas where we need to be clearer, more consistent, or more intentional. It also reinforced something simple, but important: your brand isn’t what you say it is—it’s what others experience.
Here’s a challenge: Have you done this for your store?
Ask your team a few unconventional questions. Ask your customers, too. What words come to mind when they think of your business? What would they compare you to?
The answers might surprise you. More importantly, they’ll give you a clearer picture of where you stand—and where you can improve.
In a competitive retail environment, understanding your brand isn’t optional. It’s essential.