I recently read an interesting article on business2community.com titled "5 Frightening Facts from Forrester and the Good News for Digital Marketers" by Simon Bowthorpe that motivated me to revisit the concept of branding. For the most part, the trend has been to focus on branding the agency rather than the individual agent - and that is a huge mistake.

In past articles I have discussed the current approach to agency wide websites and explained how having a single site that is designed for clients, employees and prospects is a website that is designed for no one. From a sales perspective, I am a proponent of having several idea-specific websites. More importantly, each of these sites should be agent-specific. At the end of the day people do business with people - not with companies, particularly when it comes to insurance.

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