Hollard brand strategy

Using expertise, integrity and humanity to go further, together

  • Create strategic clarity
  • Articulate purpose and positioning
  • Engage Leadership
  • Drive authenticity for ‘Hollardites’

Acquisition-driven brand architecture and brand strategy renewal

Growth impacts works cultures. Both organic and inorganic growth enables organisations to evolve, to better deliver for their clients and engage their people. But what is the impact when 500 suddenly becomes 1,000? How can culture not only be maintained, but nurtured and most importantly, remain authentic.

With a heritage that began in South Africa in 1990 and Australia in 1999, as a national Top 5 insurer, Hollard had just announced the acquisition of Comminsure, a 15-year strategic alliance with CBA.

The challenge was clear: in order to articulate to the new Comminsure the Hollard brand positioning and purpose, these first must be articulated. Clearly, authentically, without ambiguity.

  • Quantitative research - internal 
  • Quantitative research - external 
  • Qualitative research - external 
  • Brand architecture
  • Brand strategy
  • Tagline
  • Brand rollout

A refreshed brand positioning and brand purpose

The brand behind the brands, Hollard proudly supports the propositions of a range of insurance broker businesses and leading insurance brands such as Woolworths, CommInsure, Steadfast and Real Insurance, to empower their offer and help bring to market a more diverse and innovative range of insurance products.

Therefore, the clarity of the Hollard brand and its purpose was paramount. As a white-label brand, the offer to partners must be clear; the offer to employees, targets and new joiners just as critical.

Our approach included extensive internal stakeholder engagement via qualitative and quantitative research, complemented by external qualitative research with brokers nationwide.

Followed by clarification of brand architecture, confirmation of brand positioning and development of an authentic purpose, and Hollard was ready to embrace the integration of Comminsure employees into the Hollard culture.

Delivering connectivity and inspiration

The renewed intent and purpose for the Hollard brand was launched in September of 2022, signalling the start of an exciting future as it looks to deliver against its Top 5 positioning. It’s clear and compelling brand strategy, based on a brand architecture confirmation, will deliver greater connectivity and inspiration for its stakeholder groups.

Hollard’s revised brand strategy has empowered the business as it sought to bring together its corporate strategy and reaffirm the calibre of its brand as an insurer.

Insight, collaboration and partnership

"The level of detailed insight, collaboration and partnership throughout all phases of the project is what differentiated BrandMatters. To say the end result has been well received is an understatement. The overall enthusiasm, positive sentiment, excitement and genuine uptake has been overwhelming. More importantly it seems to have provided clarity for Hollard and our people. We can’t express how grateful we are to BrandMatters for their persistence, patience and flexibility throughout the entire process."

Chief Customer Officer, Hollard

The brand journey of Hollard Australia

Read extended discussion between Amanda O’Donnell, Chief Customer Officer at Hollard and Paul Nelson, Managing Director of BrandMatters about the Hollard brand journey over the last two decades and what the future holds for this Australian top 5 general insurer.

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