Magazine article Black Enterprise

Branding from the Inside Out: An Insurance Professional Sells Internally First to Get Bottom-Line Results

Magazine article Black Enterprise

Branding from the Inside Out: An Insurance Professional Sells Internally First to Get Bottom-Line Results

Article excerpt

[ILLUSTRATION OMITTED]

JAMES HUTCHINSON

Title Chief Marketing Officer and Senior Vice of HUB International Northeast

Location New York

Age 45

Power Play

Hutchinson manages a department of senior brokers responsible for the negotiation and placement of all insurance coverages for HUB International Northeast's clients, as well as developing and maintaining all insurance company relationships and the implementation of the insurance marketing strategy. Hutchinson and his team handle numerous industries, including real estate, construction, restaurant, and manufacturing and distribution

When one thinks of building a brand, they automatically assume that the brand is for the customer. Why does building a brand for your employees matter as well?

In any large multidepartmental organization there are three levels of brand building: Within your department, within your organization, and externally to your clients. The first is to build the identity of your department. This is accomplished by developing your department's mission, goals, and objectives, your processes, and the right personnel to execute the process. Our success and/or failure both from within the HUB organization or to our customers is a direct result of the departments and, more important, individuals within the department's execution and deliverance of the brand. Our department brand is our promise to represent

HUB International and our customer fairly and accurately. …

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