With the corporate restructuring of the partnership maintained between BB Seguros, the holding company that consolidates Banco do Brasil's insurance business, and MAPFRE Brasil, a Spanish-origin company specializing in the insurance market, Brasilseg is born.
Brasilseg operates in the branches of Rural, People (Life and Lender), Mass Market (Residential, Business, and Other Mass Market), and Housing. It is composed of the holding company BB MAPFRE Participações S.A. and its subsidiaries Brasilseg Companhia de Seguros and Aliança do Brasil Seguros S.A.
Currently, it is the leader in the ranking of Brazilian insurers, considering the branches in which it operates, with R$ 15.77 billion in premiums issued in the accumulated period from January to December 2022; and a market share of 19.5%, which is the best result in its history.
With headquarters in São Paulo (SP) and a Relationship and Business Center in Franca (SP), the company also has a sales team distributed throughout Brazil. The company has approximately 2,100 employees, all dedicated to taking care of people and protecting what is valuable to them.
Recently, Brasilseg has received recognition as one of the Best Companies to Work for, by Great Place To Work (GPTW), for the 4th consecutive year. This achievement reinforces our solid culture and principles, which guide our behaviors and support our purpose, highlighting what we do best!
With products mainly sold in Banco do Brasil branches and its digital channels, the company is present in 33,843 service points across the entire national territory.
CHALLENGE
The main challenge was to ensure the consistency of the visual identity and brand positioning across all national and regional communication channels, actively participating in the development and ensuring the application of the BB Seguros and Broto Brand Book in all company actions. Collaborating with the planning team to develop and operationalize brand promotion strategies and projects in both internal and external environments.
Direct and indirect involvement in the development and monitoring of schedules and planning calendars related to brand strategy. Monitoring brand implementation in other company areas concerning brand matters and disseminating best practices.
In daily work routines, ensuring the fulfillment of established goals and deadlines and providing support in managing the company's participation in awards and recognition events. Defining the dissemination strategy and addressing the needs of all company departments for the creation of institutional content. Providing support to the internal/external communication team in defining Public Relations and Events/Sponsorships strategies.
Directing and addressing the demands of communication agencies for the creation of merchandising materials and executive presentations.
Year
2020-2023 - 3 years and 6 months.
My Role
Communication and marketing specialist
The process
O Design Thinking is an iterative process, which means you can go back to any of the steps if necessary. It's a flexible approach that puts user needs at the center of the problem-solving process, which often results in more effective, customer-centric solutions.
Highlights in numbers
Billions in awards
Billions in Net Profit
Market Share Gains
Absolute Leadership in Agribusiness
Service Points
RESULT
Managing a brand requires creativity, research, data analysis, communication skills, and a solid understanding. Furthermore, collaboration with other areas such as sales, market intelligence, design, and customer service is essential for branding success.
Developing a strong brand identity that is authentic, memorable, and differentiated from the competition is a fundamental challenge. This involves defining the mission, vision, values, and brand positioning consistently. Brand consistency across all customer touchpoints, including logos, messages, design, tone of voice, and customer experience, is a constant challenge. Inconsistency can weaken the brand image.
Understanding the market and competition is essential for building an effective branding strategy. Staying updated with industry trends and changes in consumer preferences is an ongoing challenge. Reputation management is critical for branding. A single negative incident can harm the brand's image. Branding professionals need to be prepared to handle image crises effectively.
Social media plays a significant role in branding, and branding professionals need to adapt their strategies to meet the unique features of these platforms. Managing the brand's online/offline presence and dealing with feedback and criticism on social media can be a challenge.
Measuring success: Measuring the success of a branding strategy can be challenging. Branding professionals need to define relevant key performance indicators (KPIs) and track the impact of their activities on brand perception and business results.
Credits
FutureBrand, WE, WMC Cann and Ketchum
ManagementCommunication and Marketing
