Allstate Brand Voice

Define the Allstate brand voice and increase the use of brand messages in both internal and external communications by 15%.

Strategy

      • Determine key elements of the Allstate brand.
      • Define how the Allstate brand could be consistently applied to written and verbal communications.
      • Demonstrate brand application to internal advocates.
      • Leverage advocates to take the program virally across the company.

Results

  • Helped employees internalize how the brand translates to communications.
  • Trained more than 2,500 communicators on brand voice application.
  • Improved brand message performance on average by 27% across 16 divisions nationwide.
  • Post-training audits showed 90% of performance improvement sustained after 12 and 18 months.

ComBlu’s Role

  • Identified core brand attributes.
  • Developed a corporate brand voice that aligns with brand history and future business goals.
  • Collected representative sample document and evaluated brand inclusion.
  • Designed an engaging and interactive education seminar for key communicators.
  • Delivered education to the communicators who produce 80% of customer and internal communications.
  • Measured change in brand performance 60, 90 and 180 days after training.