The Insular Brand
As Insular Life was to approach it's 100th founding anniversary it undertook a review of its brand to position itself well into the future. Principally, Insular pursued refreshing the Insular Life brand to achieve three objectives: to be the rallying call to align, motivate and inspire employees and agents; to resonate with customers by projecting the refreshed brand; to leverage on its strengths to be more competitive.
A brand promise is the assurance we make to our stakeholders. It shapes everything we say and do at Insular, consistently delivered at all customer touch points.
Insular's brand promise is expressed as Your far-sighted guardian. Sharing our experience and knowledge to help you lay solid foundations for the future.
The essence of our brand promise and is expressed as "look ahead, be assured"
Brand attributes are the building blocks for the brand promise and these are used to drive our behavior so that we can deliver our promise. They represent the qualities we want to demonstrate to our customers everyday.
We create peace of mind by providing a secure foundation for customers' future.
We build trust by acting in our customers' best interest
We use our knowledge and experience to help customers plan for every stage in their lives
The eagle has long been associated with keen foresight and wisdom. Our Philippine eagle known as the Haribon, is the national eagle and is one of the biggest eagles in the world. It is a strong protector and a loyal partner. It chooses its mate for life and is very active in rearing its young from incubating the eggs to caring for the eaglets until they are ready to be on their own.
Our new brand identity uses the Philippine Eagle to showcase our brand promise of being the far-sighted guardian. In doing so, the new brand identity pays homage to the original Insular Life logo used in 1910 which depicts a flying eagle. With its forward gaze, our Guardian Eagle represents our commitment to look out for our customer's needs through every life stage.
We have used a classic color palette for our Guardian Eagle identity of Midnight Blue, Bronze, Beige, and Cream. Midnight Blue gives us continuity with our past and together with the other colors, communicate the calm, assured nature of a wise and trusted guardian.
The brand that represents a group of offerings
The brand architecture is a simple filing system that allows people to understand us clearly
Lines of Business.
A line of business or corporate activity and the brand that it represents
A special channel through which products and services are delivered and the brand that represents it.