Rebranding Builders Insurance Group

Builders Insurance Group (BIG) was established in the 1990s as a response to the lack of insurance coverage options available to the construction industry in Georgia. For over two decades, the company provided tailored insurance solutions to the construction industry, earning a reputation as a trusted provider of insurance services.

However, as BIG expanded its offerings beyond construction, it found itself confined to a narrow market niche, with a brand name and identity that limited its appeal to other industries. To address this issue, BIG turned to id8, a branding and marketing agency with Eric Berrios leading strategy, to help the company rebrand.

The rebranding process resulted in the new brand name "Builders," which reflects the company's commitment to provide insurance solutions for businesses of all kinds. The company's new brand name was accompanied by a new logo, website, and marketing materials.

"We moved to the broader name Builders to reflect the value of business owners of all kind," says Eric Berrios, Strategist. "The idea that anyone can be a Builder resonated with our internal and external audience while opening up opportunity for other markets."

The rebranding strategy also included a new tagline, "Insurance Built Strong," which communicates the company's dedication to provide reliable and robust insurance services for businesses.

The new branding and marketing strategy was launched in 2021 and received positive feedback from the company's stakeholders. The new brand name, logo, and marketing materials helped the company to differentiate itself from competitors and establish itself as a provider of insurance solutions for businesses beyond the construction industry.

The company's new website, located at https://www.bldrs.com/, offers a user-friendly interface that simplifies the insurance-buying process for businesses. The website's features and content reflect the company's commitment to providing tailored insurance solutions for businesses across different industries.

In conclusion, the rebranding of Builders Insurance Group to Builders, accompanied by a new logo, website, and marketing strategy, allowed the company to expand its appeal beyond the construction industry and position itself as a provider of tailored insurance solutions for businesses of all kinds. The new branding and marketing strategy helped the company differentiate itself from competitors, attract new customers, and reinforce its commitment to providing strong insurance services for businesses.